In a news release posted to CHA’s website on February 14, 2011 CHA announced a landmark study of the Canadian craft and hobby industry. The new CHA Canada Attitude & Usage Study will estimate the size of the Canadian craft market as well as address key drivers and consumer behaviors. Full report is anticipated in early 2012. See below for complete release.
CHA ANNOUNCES LANDMARK STUDY OF THE CANADIAN CRAFT AND HOBBY INDUSTRY
ELMWOOD PARK, NJ. (February 15, 2011) The Craft & Hobby Association (CHA) is pleased to announce a landmark study on the attitudes and shopping behavior of Canadian craft consumers. Effective January 2011, CHA partnered with a leading global research company to conduct the first-ever consumer study of the Canadian craft and hobby industry.
The CHA Canada Attitude & Usage Study will estimate of the size of the Canadian craft and hobby market in addition to identifying important attitudinal drivers of crafting frequency and consumer spending. The study was initiated at the request of Canadian members of CHA and is being conducted in both English and French to include the French speaking population which represent about 25 percent of the country’s population. A readable study of the French market will also be produced as part of this study.
The CHA Canada Attitude & Usage Study will follow the same methodology currently used in the CHA U.S. Attitude & Usage Study which has been active since January 2005. By maintaining a consistent format, CHA will be able to make direct comparisons between the two countries and report sales and marketplace measurements. A summary of results and implications for the findings is expected to be available early in 2012.
About the Craft & Hobby Association
The Craft & Hobby Association (CHA) is an international not-for-profit trade association consisting of thousands of member companies engaged in the design, manufacture, distribution and retail sales of products worldwide including the $28 billion U.S. craft and hobby industry. For more information about CHA’s programs in Canada go to www.cchacanada.org. For more about CHA, membership, or its award-winning CHA Conferences & Trade Shows visit www.craftandhobby.org.