From watercolour painting to Manga art, the demand for high quality art materials is rising across a wide range of categories. Brands are responding to this increasing interest with innovative products designed to meet the needs of both beginners and seasoned professionals.
With a growing number of people turning to artistic hobbies for personal wellbeing and creative expression, the market for fine art materials is experiencing significant growth. Lawrence Savage, UK marketing manager at ExaClair, notes this focus on wellbeing has resulted in a marked uptick in the popularity of fine art materials, particularly watercolour supplies. “This is driving innovations across our watercolour products, such as a new Aqua Essentials pad, which launched this month. The pad features 12 different watercolour papers, enabling novices an affordable option as they are introduced to the watercolour technique, while also offering more experienced artists the ability to experiment across a variety of surfaces.”

In addition to traditional fine art supplies, Clairefontaine’s Manga products continue to rise in popularity. “The UK market for Manga-themed materials is projected to maintain a rapid compound annual growth rate (CAGR) of over 20% through 2030,” says Lawrence. “Our new Manga Start Set contains all the essential elements for perfecting Manga artwork with colour, including layout paper, alcohol markers and liner pens. The paper features some pre-drawn designs by well-known Mangaka, EsquisseWei, which act as a perfect introduction to colouring.”
Paul Sacki, managing director at Jakar International has also noticed a steady growth in the arts and crafts market, “especially for those entering retirement, and the pandemic certainly accelerated this. To meet the demand we’ve introduced new product lines. We’ve added the Rosa artist-quality range from Ukraine, with its watercolour, oil and acrylic paints quickly becoming a favourite, offering a perfect blend of exceptional quality and outstanding value. Watercolour painting has a particularly strong following in the UK, and this enthusiasm is reflected in our sales of Rosa products, which continue to grow in popularity among both amateur and professional artists alike.”

Caran d’Ache also remains a top performer for Jakar International. “The Luminance range of permanent colour pencils, Museum Aquarelle water-soluble pencils and Neocolor II water-soluble wax pastels are consistently top sellers,” says Paul.
While online sales are on the rise, many artists still prefer the tactile experience of shopping in-store. “Artists want to see and handle the products before making a purchase,” Paul explains. This preference for a hands-on shopping experience is reflected in growing foot traffic to brick-and-mortar stores, where customers can receive personalised recommendations from knowledgeable staff.
Hahnemühle, a leading name in fine art paper, continues to innovate with products that cater to evolving consumer tastes. UK marketing manager Nuala Henry is excited to launch the company’s new range of 100% cotton watercolour books with deckle edges at Creativeworld Frankfurt in February. “These will predominantly appeal to experienced artists in watercolour that really appreciate the unique and stunning qualities of Hahnemühle papers. We were the first brand in the market to introduce these in 2021 and following on from their success we are excited to be launching an extension to the range.”

In addition to this, Hahnemühle has launched round watercolour paper, bookmark pads and extended its Natural Line range further with the addition of the Sugar Cane range which it launched at London Stationery Show last year. “The addition of these products have widened the appeal and use of Hahnemühle papers with new audiences,” says Nuala. “When artists see these papers – and most often that is in store – and appreciate the quality once they work on them, it becomes a new hobby for them and also something that makes a fantastic gift to give for someone they love.”
As with other brands, Daler-Rowney has noticed strong growth in the fine art supplies sector, “fuelled by a surge in interest in arts and crafts among consumers of all ages,” according to marketing director Cedric Grossman. “As more people discover the therapeutic and creative benefits of painting, drawing, and other artistic pursuits, there is an increasing demand for high-quality art supplies.”
Over the years, Daler-Rowney has expanded its product mix to cater to a broader range of artists, from beginners to professionals. “Among our best sellers is the popular System3 Acrylics, which provide excellent quality at an affordable price point,” says Cedric. “System3 Acrylic was born out of a need for a high-quality, versatile acrylic paint that could cater to the demands of both professional artists and hobbyists. It has become a staple in the art world, providing artists with the tools they need to bring their creative visions to life.”
And while online sales continue to rise, there is still a strong preference among artists for in-store shopping, as Cedric explains: “Many enjoy the tactile experience of browsing through various art supplies. Seeing and physically testing the products is an important part of the purchasing process, ensuring artists find the perfect tools to bring their artistic visions to life.”
The fine art supplies market is thriving, driven by an increasing interest in creative hobbies and a demand for high quality materials. With a growing number of people picking up brushes for the first time, brands are adapting to this by introducing a wider range of products to cater for beginners. The next few years are bound to see more exciting developments and new offerings, as brands tap into this expanding customer base.
This article first appeared in the winter/spring edition of Stationery Matters magazine.