The European market potential for basketry

The European market for basketry is growing. Most imports are sourced from developing countries, making Europe an interesting market for you. Market growth is driven by consumers’ need to declutter both their mind and their homes. Demand for natural materials is strong, fitting in with interest in sustainability. You can further add value to your basketry by using traditional elements, artisanry and materials. This also creates a good basis for your storytelling.

1. Product description: basketry

In home decoration and home textiles (HDHT), there are several categories consisting of various product groups. Basketry belongs to the ‘storage’ category. Baskets are used to store loose items out of the way and keep the house tidy. In addition to this functional purpose, baskets have become decorative objects in their own right. Sometimes their decorative value has become even more important than their main storage function. Baskets are also used as packaging for food and other items; for example, as picnic hampers, gift baskets and plant pots.

This study uses the following codes to indicate trade in basketry:

Table 1: Product codes for basketry

Functionality

Baskets are multipurpose and can store almost any item in the home. Consumers use them to keep rooms tidy, protect items from dust, and/or keep items together. They can be found all around the house: in the living room, bed- and bathroom (laundry baskets, for example), kitchen and garden.

Baskets also have a decorative purpose. As such, functional and decorative baskets can represent different segments. While the focus is on functionality in the low-end market, design and decoration are key in higher-end markets.

Material

Baskets can be made from many different materials, depending on their exact use and origin. Most baskets on the European market consist of natural fibres like bamboo, rattan, grass, wood or paper. Other common materials are metal, (recycled) plastic, and even textiles.

Size

Basketry comes in various shapes and sizes, depending on its style and use. For example, laundry baskets need to be relatively large, but purely decorative baskets can be smaller.

Design

As a relatively decorative product group, basketry differentiates on design aspects such as:

• Colour;
• Artisanry, like weaving skills and techniques;
• Patterns;
• Special (local) materials or material combinations;
• Dimension;
• Shape.

Even the lower-end mass segments are often handmade.

Baskets with a mainly functional purpose are designed to maximise storage space. They should hold as many items as possible, fit into cupboards or under beds, and be stackable. Such baskets are often sturdy, sometimes with an internal frame. Internal lining protects the fibres and prevents contact with the items inside. Baskets can come with lids to neatly cover their contents, and they may also have handles to make them easy to carry and move around. These additional design elements can have decorative value as well.

Larger baskets can be expensive to ship. They are often designed to minimise transport costs by nesting or folding.

Durability

Weaving natural materials is popular, but this artisanry can also be applied to synthetic fibres like resin wicker. These materials may look like the natural product, but they are durable and resistant to dust, dirt and harsh weather. This is important in the lower-end market, where function and price are key. It also makes these baskets particularly suitable for outdoor use.

Natural materials such as cane, bamboo and most grasses can also be very durable. However, baskets made of natural materials are harder to clean than those made of synthetic fibres.

2. What makes Europe an interesting market for basketry?

The European basketry market is performing well, with a recent peak in 2022. About two-thirds of the 2024 import value came directly from developing countries. Most of this imported basketry is made of natural materials.

Source: UN Comtrade & Eurostat Comext, 2025

European imports of basketry grew from €594 million in 2020 to €833 million in 2024, at an average annual rate (CAGR) of 8.8%. This included a peak of €1.1 billion in 2022. In 2024, Europe accounted for roughly 45% of the worldwide basketry import market.

About two-thirds of Europe’s basketry imports came directly from developing countries. These imports grew from €433 million in 2020 to €559 million in 2024, at a CAGR of 6.6%. This makes Europe an interesting market for you, as an exporter from a developing country.

Source: UN Comtrade & Eurostat Comext, 2025

Most of the basketry Europe imports is made of natural materials. In 2024, this was 79%: 8.9% bamboo, 12% rattan and 58% ‘other‘ natural materials, such as sea grass, jute, water hyacinth or abaca.

Various international trade disruptions continue to affect the cost and availability of raw materials, energy and transport. At the same time, COVID-related lockdowns have led to an increased focus on the home and garden, as well as trends like wellness and sustainability. Basketry made of natural materials fits in well with the sustainability trend. Baskets also help consumers improve their wellness by decluttering both their homes and minds. This may (partially) compensate for the pressure that the ‘cost-of-living crisis’ has put on consumer spending. For more drivers of demand, see the section on trends.

3. Which European countries offer the best opportunities for basketry?

The larger Western European economies are the main importers of basketry. However, importers in these countries generally sell their products across Europe. Your best strategy is to focus on a particular segment, rather than on a specific country.

Source: UN Comtrade & Eurostat Comext, 2025

Germany was Europe’s leading basketry importer, accounting for 15% of imports in 2024. It was followed by France, with 14%, and the United Kingdom (UK) and the Netherlands, with 11% each. Spain (9.8%) and Italy (8.1%) were the fifth and sixth-largest importers.

Consumer spending is under pressure

Basketry sales are sensitive to economic cycles. When economic circumstances and prospects are down, consumers postpone buying items that they do not urgently need. When economic conditions are good, purchases of non-essential products tend to rise. Reflecting this, 94% of consumers in an international survey said they would consider cutting spending on home décor in the event of an economic downturn. They mainly intend to ‘splurge’ on categories like travel and dining out, rather than on home goods.

European consumer confidence fell sharply in March 2022 due to the war in Ukraine and the cost-of-living crisis that followed. Although it has improved since then, consumer confidence is still fragile, scoring below its long-term average.

* forecast

Source: OECD Economic Outlook 116

The cost-of-living crisis has clearly affected consumer spending (‘private consumption expenditure’) in the leading European markets. Forecasts for 2025/2026 continue to be modest, reflecting low consumer confidence.

Germany is Europe’s largest basketry importer

Europe’s leading basketry importer is Germany. Its large domestic market and role as an important European trade hub make it an interesting market for you. Germany’s basketry imports grew from €110 million in 2020 to €125 million in 2024, at a CAGR of 3.1%. This included a peak of €185 million in 2022. China (31% in 2024), Vietnam (24%) and the Netherlands (13%) are its leading basketry suppliers.

About 65% of Germany’s 2024 basketry import value came directly from developing countries, which is comparable to the European average. These imports grew from €79 million in 2020 to €81 million in 2024, at a CAGR of 0.5%. This is the highest basketry import value from developing countries in Europe. In addition to China and Vietnam, Germany mainly relied on Indonesia (4.0%) and Bangladesh (2.1%) for its imports from developing countries.

France increases its basketry imports

Between 2020 and 2024, France’s basketry imports grew at a strong CAGR of 14%, from €70 million to €116 million. They peaked at €139 million in 2022. China (26%), Vietnam (16%), Italy and Madagascar (12% each) were its largest suppliers in 2024.

At 66% in 2024, the direct import market share of developing countries is comparable to the European average. These imports grew from €50 million in 2020 to €77 million in 2024, at a CAGR of 12%. Besides China, Vietnam and Madagascar, important developing countries included Indonesia (4.5%), Morocco (2.3%), India (1.8%) and Bangladesh (0.9%). Madagascar and Indonesia performed especially well, respectively tripling and doubling their basketry supplies to France between 2020 and 2024. This suggests that the French basketry market could offer you opportunities.

Brexit may stimulate direct trade with the UK

Between 2020 and 2024, the UK’s basketry imports grew from €86 million to €91 million, with a peak of €135 million in 2022. This translated to an overall CAGR of 1.6%. Most of these imports came from China (55% in 2024), followed by Vietnam (12%) and Indonesia (7.2%).

In 2024, the UK sourced 88% of its basketry imports from developing countries, which is far above the European average. In addition to China, Vietnam and Indonesia, important developing countries included Bangladesh (3.7% in 2024), Madagascar (2.6%), India (2.4%), Myanmar (1.4%), Morocco (0.8%) and Uganda (0.5%). All of these countries except China increased their UK basketry import market share between 2020 and 2024.

Brexit could stimulate direct imports from developing countries, as they allow British buyers to avoid additional fees now that they are no longer part of the European Union’s single market. Considering the country’s high imports from developing countries and the potential increased interest in direct sourcing, the UK could well offer you opportunities.

The Netherlands is an important European trade hub

The Netherlands is another important European trade hub. This makes the country an interesting market for you. Its basketry imports grew from €67 million in 2020 to €89 million in 2024, at a CAGR of 7.6%. They peaked at €117 million in 2022. Like in Germany, the Netherlands’ role as an important European trade hub may have helped the country maintain a strong performance.

In 2024, 83% of the Netherlands’ basketry imports came directly from developing countries. This was well above the European average. The country’s 4 leading suppliers were developing countries: China (43%), Indonesia (18%), Vietnam (12%) and Bangladesh (6.2%). This means that the Netherlands could be an interesting market for you, especially given its role as a European trade hub.

Spain’s basketry imports are booming

Spain has recently doubled its basketry imports, from €40 million in 2020 to €82 million in 2024, at a CAGR of 19%. Because Spain’s economy was strongly affected by the COVID-19 pandemic, its basketry imports in 2020 were relatively low. Recent basketry import values, however, were much higher than before 2020.

Developing countries supply a relatively large direct share of Spain’s basketry imports. With a share of 75% in 2024, Spain was well above the European average. These imports grew from €32 million in 2020 to €61 million in 2024, at a CAGR of 18%. In 2024, Spain’s leading basketry suppliers were China (29%), Vietnam (14%) and Madagascar (12%). Other important developing countries included Bangladesh (4.1%), Morocco (4.0%), India (3.8%), Indonesia (3.4%) and Colombia (1.8%). Madagascar and Colombia performed especially well, achieving exponential growth between 2020 and 2024.

Italy imported less basketry from China

Like in Spain, Italy’s basketry imports are performing well after a pandemic-related dip. They grew from a relatively low €26 million in 2020 to €67 million in 2024, at a strong CAGR of 27%. In 2024, Italy’s leading basketry suppliers were China (27%), Madagascar and Romania (14% each). A relatively large share of Italy’s basketry imports is made of non-vegetable materials, 33% in 2024. These mainly come from the 3 leading suppliers.

Italy’s basketry imports from developing countries grew from €20 million in 2020 to €38 million in 2024, at a CAGR of 17%. Despite this strong performance, the direct import market share for developing countries is relatively low. It decreased from 78% in 2020 to 57% in 2024. This was mainly due to relatively modest import growth from leading supplier China, whose direct import market share fell from 50% in 2020 to 27% in 2024. Over the same period, imports from European countries, like Romania, increased. Basketry imports from developing countries, like Madagascar, and smaller suppliers such as Bangladesh, Morocco and Myanmar, have also performed well.

4. Which trends offer opportunities or pose threats in the European basketry market?

The basketry market is influenced by various trends, often related to trends for HDHT on a sector level. Key topics are wellness and sustainability. Aspects of these trends are connected.

Wellness: decluttering the home and mind

European consumers are constantly trying to improve themselves, both in body and mind. 89% of people worldwide took more action to improve their wellbeing in 2024 than the year before. The home plays an important role in this. A tidy home helps people de-stress. With items neatly stored in baskets, people can create physical space as well as ‘headspace’. This has become especially relevant since people had to stay home together in relatively small spaces during pandemic-related lockdowns.

In a Life at Home survey, 40% of respondents who felt more positive about their home also saw a positive impact on their mental health. For 27%, it became more important that their ideal home is ‘easy to clean’ and ‘kept clutter-free’. Scientific research supports this. Decluttering can reduce stress and make people feel happier, less anxious, and more confident. It can also help people to focus and be productive, as well as improve their physical health.

The functional segment of the European basketry market mainly needs practical storage solutions. Important aspects include:

• A good price;
• Easy availability (intensive distribution);
• Durability;
• Cleaning options for natural materials.

The decorative segment values beauty over functionality and is less price-sensitive. Consumers of these products are willing to shop around and are interested in the stories behind products. As part of the wellness trend, European consumers are trying to feel closer to nature – both inside and outside the home. Basketry made from natural materials can help meet this need, especially when combined with handmade artisanry and strong storytelling.

Figure 5: Get closer to nature with handwoven baskets made of renewable plant fibres

Source: IKEA Canada @ YouTube

Sustainability: people and planet

Social and environmental sustainability is quickly becoming a central consumer need, also in HDHT. European consumers are increasingly adopting more sustainable lifestyles. In Europe’s leading HDHT markets, most consumers believe that having a sustainable lifestyle is important.

For basketry, sustainability issues are mainly related to:

• Materials: Are your materials renewable? Are they recycled? Are they traceable and responsibly traded? Do they help prevent deforestation?
• Production process: Can you reduce your energy and water use? Can you prevent water pollution, especially in the dyeing process? Can you reuse waste, either inside the production system or elsewhere? In general, can you ensure low-impact production?
• Labour and ethical practices: Does production take place in a safe and healthy way? Are your labour contracts fair? If your producers work from home, how do you ensure good working conditions?
• Transport: Do you use clean transport options? Are your products designed for effective container packing? Are your packing materials recyclable?

Particularly interesting materials for basket weaving are grasses like seagrass (hogla), catkin (kaisa) and mela. These grasses are mainly harvested from the wild in countries like Bangladesh, where they grow near temporarily dry rivers. They are generally considered to be weeds, with no particular purpose. Their use in basketry production benefits people living along rivers, who can freely harvest these renewable materials on the riverbanks and earn an income from a waste product.

Renewable materials like rattan, jute and elephant grass (also known as veta vera or vetiver grass) are also good options, as they grow back quickly after harvesting. Other sustainable alternatives include recycled clothing items, like saris, which can be woven into baskets and provide a touch of colour.

Storytelling through traditional designs, artisanry and materials

Basketry expresses ‘origin’ in its materials, techniques and meanings. It has cultural stories to tell, which can add value. Basketry is traditionally a key part of the fair-trade segment, especially handmade items with a sense of origin through ethnic patterns, weaving techniques or unique materials. These baskets are often made by women in rural areas. They can tell the story about the importance of meaningful work and income in developing countries – especially for women. This has kept many interesting weaving skills alive.

As European consumers travel to more distant places, they are discovering new stories. Due to its very nature, basketry has always had a strong link to the origin of ethnic groups or regions. African countries have strong cultural traditions of basket weaving, from Kenyan kiondos to Ghanaian bolga baskets, Zulu graphics and raffia basketry from Madagascar. Asian countries also have basketry traditions, as do some Latin American cultures.

Figure 6: Handwoven rattan baskets made using traditional weaving techniques

Source: West Elm @ YouTube

The renewed love for handmade techniques in natural materials may be strengthened by the loss of craft skills in Europe. It also reflects a growing tiredness of standardised, mass-produced products. For these reasons, handmade products can go premium.

Playful baskets

Contrary to the neutral, calm styles that cater to the wellness trend, baskets also come in playful styles. They can feature bold colours, expressive patterns and figurative or other surprising shapes. This is especially common in basketry for children’s rooms. These baskets are often shaped like animals or other nature-related designs, like mushrooms and fruits. Children can use these decorative items for storage and play.

Cultural basketry designs can also cater to this trend, as some traditional styles feature bright colours and intricate patterns. These can serve as decorative eye-catchers and statement pieces in a neutrally decorated room, or complement a consumer’s bold and fun style.

Price pressure poses a challenge

A countertrend is the ‘commoditisation’ of baskets, especially in the functional lower-end segment. This is due to the dominance of large-scale Asian suppliers. In exchange for volume, they can accept small margins by fine-tuning their processes and/or squeezing production costs. This has driven overall price levels down and has led consumers to see these baskets as low-priced items, expecting to get ‘a lot for little’. Such low-cost production leaves very little room to stand out in the lower-end market.

Prices are also under pressure in the mid-end market. These baskets have become image items for typical mid-market styles like cottage, colonial or romantic/nostalgic. Players in this segment often struggle to stand out from their competitors. As a result, products in this segment tend to look alike – with their typical whitewash, lettering and inside fabric lining. This has resulted in price pressure, a marked decrease in product quality and a lower value perception.

Globally Cool carried out this study in partnership with GO! Good Opportunity and Remco Kemper on behalf of CBI.

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