SUMMARY OF KNITTING INDUSTRY QUESTIONNAIRE


NB. All statistics are approximate and the information is the result of a very limited survey completed by BHKC members at this stage.

The word knitter is used generically, meaning hand knitters/crocheters.

The information relates to the UK only.

GENERAL CONCLUSIONS

  • Around 5 million knitters in the UK
  • Between 60-65% are over 45yrs old

KNITTING CLUBS

  • Around 130 knitting clubs – meeting in homes, cafes, retail outlets
  • More are needed to satisfy demand
  • Main attraction is sharing their common interest, learning/passing on new techniques, gaining knowledge and experience and socialising

WHERE DO KNITTERS BUY YARN?

  • 70% buy from specialist outlets spread around the country
  • the current trend justifies an increase in specialist outlets
  • Retailers presenting a new, less traditional concept generate more sales – beautiful presentation with a good selection of craft materials and workshop facilities
  • Only around 15% of knitters buy their yarn at consumer shows but probably also buy (or would buy) at a local retailer if they have one
  • The greatest potential for sales growth is in the fashion/novelty/fancy/middle to luxury range
  • Buying yarn from the internet is on the increase but the percentage of sales is only around 10% at present
  • Around 100 knitting related websites are offering the convenience and choice of buying on line

GROWTH OF THE KNITTING INDUSTRY IN THE UK

  • Growth over last 3-4 yrs is around 10%, predicted to increase by a further 15 – 20% in the next 5yrs

YOUNG PEOPLE LEARNING TO KNIT

  • Only around 5% of young people are learning to knit at school or home (or anywhere)
  • More needs to be done to encourage newcomers to the craft through youth clubs, school, consumer shows
  • Bright coloured chunky yarns that provide quick results were considered best for beginners
  • Simple, quick and easy projects that don’t require detailed instructions were considered the best initially

GREATEST INFLUENCE ENCOURAGING THE UPWARD TREND

  • Celebrities are a major factor influencing recent revival and growth in the knitting industry. American influence in terms of Knit Outs and related events. Strong fashion emphasis on hand craft also having a positive impact.
  • Press coverage, events and promotions.  Exciting fashion yarns.

Future growth requires continued promotional activity on all levels. Retailers need to provide practical workshops and teaching/learning opportunities in store and more outlets are needed nation wide. Opportunities for young people to learn to knit need to be set up.