Monday, 24 May 2010
Germany - Opportunities in the German Hobby and Handicrafts Market
In spite of the subdued German economy, the German market for handicrafts and hobby products is one of the sectors which are still experiencing some growth. Sectors involving products for the home are increasingly popular. The ongoing recession is encouraging German consumers to concentrate on activities involving home and family.
There are estimated 3,500-5,000 retailers in this product sector ranging from small, specialised retailers to department stores, DIY stores and toy stores with hobby/crafts departments. An increasing number of traditional retailers are also offering their customers the chance to buy from their online-shops. Some retailers do not have normal shops/outlets anymore but sell exclusively online.
German crafters are always interested in new products. These could be for already established crafts such as card-making, rubber stamping, decoupage (plain and 3D), patchwork and quilting, soft toy and doll making or beading to mention just the most widely known. Crafters in Germany are price conscious but more emphasis is put on quality and variety. There is also interest in new crafting trends.
Specialist consumer fairs are very important forums. The main one of these is the Creativa an annual event which, was attended last year by over 400 exhibitors mainly from Germany but also most other European countries as well as America. During its 5-day duration, the Creativa attracted some 76,500 visitors in 2009 (an increase of 5.3% over the previous year) who spent approx. €118 per person amounting to €8.3 million at the fair. Many exhibitors can also expect follow-up sales via catalogues or online-shops. The next event is from 17.03.-21.03.2010 in Dortmund. Further information can be found on the website: http://www.westfalenhallen.de/5022.php . This website is also available in English.
Another major specialist consumer fair is the Kreativ Welt, which is held annually in Wiesbaden. Last year some 50,000 people visited the fair, spending on average € 150 per person. Last year some 400 companies from Germany, Benelux, Sweden and the Baltic Countries exhibited. The next event is from 28.10.-31.10.2010 in Wiesbaden. Further information can be found on the following website:
http://www.kreativ-welt-messe.de .
Both of these fairs would be excellent venues to introduce products new to the German market direct to consumers as companies could get a very accurate impression of how much interest the product is likely to generate. It must be stressed, however, that German speaking personnel should be available on the stand.
The main events on the trade side are:
Fahoba kreativ , which is also held annually in Dortmund. Although a relatively small event (52 exhibitors and over 2,000 visitors in 2009) it is quite important to this sector. Visitors are typically owners/buyers for specialist retail/wholesale businesses as well as buyers for the larger stores/chains. Products on offer cover most hobby and handicrafts materials and supplies. New trends are introduced through seminars and workshops at the Fahoba kreativ, where the decision makers can usually try out the new products/trends. Exhibitors are mostly commission agents, but also some manufacturers. The next event will be held from 27.08.-29.08.2010 in Dortmund. Further information can be found on the following website:http://www.westfalenhallen.de/4514.php The website is also available in English. handarbeit + hobby , held annually in Cologne. This is a very international event. There were 212 exhibitors from 24 countries and 8,788 visitors from 54 countries in 2009. Main products exhibited are: Needlework yarns and implements, haberdashery, tapestry, home-textiles knitting and sewing machines, craft and hobby supplies. The next event will be held from 26.03.-28.03.2010 in Cologne. Further information can be found on this website:http://www.handarbeit-hobby.de/ The website is also available in English.
Germany’s TV shopping channels (QVC, RTL-Shop and HSE Home Shopping Europe) have also increased the number of products from the hobby and handicrafts sector shown in their presentations. Of particular interest are rubber stamping, scrapbooking and card-making.
The above information will hopefully convince UK suppliers of crafts and hobby products that this is a good time to consider bringing their products on to the German market.
Opportunity Type: Market Pointers