The Changing Landscape of Art in a Post-Pandemic World

Insights are consolidated from key findings from all different research and data sources around the Colart business. This produces a report know as "The State of the Nation",  which is presented to key stakeholders within the business including global brand teams, regional commercial teams and senior leaders.   The results convert insight into action points for those stakeholders.  The following is a summary of our latest insight report, accompanied by a visual overview.

In the wake of the pandemic, the world has witnessed a shift in the art community. Artists have found more time for their craft, and newcomers have flocked to the world of art, driven by its many benefits. As we navigate this changing landscape, we explore how these transformations affect the art market and the role of the store in the lives of artists.

Art Flourishes During the Pandemic

During the pandemic many artists seized the opportunity to devote more time to their creative pursuits. This led to a surge in art creation and new artists with people seeking fulfilment and expression in their artistic endeavours. The wellness benefits of art came to the fore, becoming a driving force for both seasoned artists and beginners.

Changing Market Dynamics

Post-pandemic, the art market is evolving and one key reason behind this is the ongoing cost of living crisis.  The category of hobbyists is growing significantly, with many taking their passion for art to the next level by selling their creations as supplementary income.  At the same time, professional artists have had to diversify their sources of income, adapting to the changing times. 

With the growth in the hobbyist there is a growing demand to explore new techniques often involving new technologies and their application.  Currently the hobbyist learns through workshops and other similar platforms.

In-Store Remains Important

Even in the post-Covid era, in-store continues to play a vital role in the lives of artists. It serves as a one-stop destination for shopping, learning, and play. At the same time, consumers are increasingly looking for information and inspiration online, and our brands are well-positioned in this digital space.

Key Global Drivers of Brand Choice

As well as price the other global drivers of quality, endurance, recommendations, and inspiration have remained key to influencing brand choices in the art world. Our brands have consistently excelled in these areas, standing the test of time and garnering widespread recommendations.

Maintaining Leading Positions

Although there is clear evidence of Private Label growth, which can be seen through the emerging discounters channel such as Action in France, TEDi in Germany, Dollar General in the US and B&M in the UK, Colart brands have maintained their leading preference positions in key markets. Notably, our Global brand of Winsor & Newton (W&N) has achieved a strong presence across all key markets, especially in the UK.

The post-pandemic world has ushered in new opportunities and challenges for artists and the art market. In-store remains a sanctuary for artists, where our brands continue to remain relevant providing quality, inspiration, and endurance.