Research and publications

Research and publications

Taito Group produces sector-specific research and publishes topical reports about it.

Survey on crafts as a hobby in Finland

In August 2018, the Finnish Crafts Organization Taito commissioned the market research company Taloustutkimus to carry out an extensive consumer survey on crafts as a hobby, aimed at over 18s. This is the second time the survey was performed, and the results show that crafts are close to Finns’ hearts and their popularity continues year after year.


  • A third of the respondents (34%) said they enjoy woodwork, build something or engage in crafts at least a few times a month. Furthermore, 7% said they do crafts every day and 77% said they engage in them at least occasionally.
  • Knitting and crochet are two of the most popular crafts among women, followed by sewing, and crafts related to home decor and personalising items.
  • Men enjoy woodwork, repair or build things and make scale models.
  • Men and women differ in their ways of engaging in crafts, in that men make things based on need, whereas women view crafts first and foremost as relaxation and making time for themselves. Women also do crafts more regularly and more often than men. Up to 11% of women engage in crafts every day.
  • The most important motivation for crafts is the sense of relaxation and well-being they bring.

Active crafts enthusiasts spend an average of 350 euros on materials and equipment and approximately 70 euros on crafts courses a year. People aged between 35–49 spend the most money on their hobbies, while at the same time they have the least time to spend doing them. Comparing active enthusiasts to all Finns shows that the former spend a lot more money, but even the average Finn invests almost 100 euros a year on crafts materials and equipment.

Crafts bring well-being and relaxation
The key motives for engaging in crafts are taking time for oneself, relaxing and the sense of well-being this brings. These were grouped as one motive and are the most important one in all age groups. The second motive is the desire to learn new skills or make concrete products. Experimenting and the desire to finish something quickly are more important for 18–34 -year-olds than for others. Young people also engage in crafts more sporadically than older people.

Of active enthusiasts, 45% said they participated in a crafts course of some kind over the last year. More than half of the respondents have participated in a crafts-related exhibition, trade fair or other event over the year.

Crafts enthusiasts use social media actively and magazines are popular

Of all Finns, 18% said they follow crafts-related social media updates monthly, for example, on Facebook, Pinterest and Instagram. Active crafts enthusiasts are even more interested in them. Up to 67% of them follow these channels every day.  Crafts and interior design magazines and books are also very popular, with 30% of Finns and up to 87% of active crafts enthusiasts reading them monthly.

Report on Business Conditions and the Crafts Sector 2017

– Strong economic optimism in the crafts sector

People in the crafts sector are optimistic about the future, which is evidenced by the crafts entrepreneurs’ extremely positive expectations for the sector’s business growth. The fresh Taito Group’s Report on Business Conditions and the Crafts Sector reveals that new growth can be sought in the international market and by utilising the digital operating environment.

The crafts sector's rate of turnover growth has increased. Approximately 44% of the companies that participated in Taito Group’s surveys in 2017 reported in February that their turnover was higher than at the same time the previous year. Only 21% said that their turnover had dropped. Only a couple of years ago, the majority reported a decrease in turnover.

As 37% of the participants announced that their profitability had improved and 21% reported a drop, the profitability balance equals +16%. This indicates an improved average profitability in the crafts sector. This progress is due to the fact that, during the past year, production costs within the sector have risen more slowly than turnover.

The optimism of the sector’s companies is evident in their expectations of business conditions, because one in two companies to have participated in the surveys in 2017 believe that the general prospects for demand and the economy will improve over the coming year. Confidence in the future of the crafts sector is even stronger when the general prospects for demand and the economy are reviewed over a three-year period.

This optimism did not result in companies hiring more employees, as almost 90% of them reported that their number of staff remained the same in 2016 as the previous year. At the same time, the number of companies that have had to reduce their personnel is also small. This is a direct consequence of the fact that many of the companies that participated in the surveys were solo entrepreneurs with no need for employees.