DIY And Gardening in Mexico
Euromonitor International's DIY And Gardening in Mexico market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Tables: 34 | Publication date: Oct 2009
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Executive summary
DIY and gardening sales slowing down
Although DIY and gardening sales in Mexico have shown positive growth since 2003, the market grew at a smaller rate in 2008. The positive DIY and gardening sales growth observed in 2008 is a consequence of the positive effects derived from the housing market expansion in the first half of 2008. Government initiatives were very successful in supporting the construction of new houses during that period, especially in the low- and mid-income population levels. The smaller growth rate was caused by the reduction of the mortgage credit that started in the second half of 2008.
Households becoming interested in ‘doing it’ by themselves
The increasing interest of households in making home improvements by themselves has contributed to the growth in the DIY and gardening sales. Although for most of the housing construction, maintenance and repairing activities professionals are contracted, households are becoming more active in choosing the supplies needed in these activities. In the past responsibility for making these decisions relied on constructors, plumbers, electricians and other housing related professionals.
Power tools and garden structures show the highest growth rates
The market penetration of big box stores such as Home Depot, Construrama and Todofacil has increased the availability of power tools and tools for the general public. These items are now being purchased by consumers with no special purpose intended; according to marketing managers from theses stores their efforts have been focused on developing strategies where the consumers are encouraged to build and/or repair their own homes. These marketing strategies have not been implemented in the gardening sector. Garden structures is the fastest growing subsector in gardening, the strategies to increase sales in the gardening sector have been focused on displaying detailed information on different garden projects.
Retail competition based on price, variety and shopping environment
The competition in the market has been driven by the variety the products offered in the different type of stores. Traditional hardware stores offer a limited variety of products at accessible prices; on the other hand, big box stores offer a wider product selection at higher prices. Although big box stores charge a higher price they are increasing their market share due to the consumer-friendly shopping environment. Some traditional hardware stores are emulating the big box store features to maintain their consumer base, while some others prefer to maintain their style and focus on sales to professionals.
Macroeconomic performance affects sector growth perspectives
Contrary to the review period in which the macroeconomic conditions of the country were stable and the housing sector experienced a vigorous growth, the forecast period is facing a very adverse macroeconomic environment. Consumer disposable income is expected to decrease as a result of the forecast unemployment rates and the already high inflation rates. In this sense, the DIY and gardening markets are expected to grow at a very small rate. The affect is expected to be more severe on the gardening sector since the consumption of products in this sector is more sensitive to the level of disposable income.
Table of contents
DIY AND GARDENING IN MEXICO : MARKET INSIGHT
EXECUTIVE SUMMARY
DIY and gardening sales slowing down
Households becoming interested in ‘doing it’ by themselves
Power tools and garden structures show the highest growth rates
Retail competition based on price, variety and shopping environment
Macroeconomic performance affects sector growth perspectives
KEY TRENDS AND DEVELOPMENTS
Growth of big box hardware stores has changed the competitive environment
Diverse credit options boosted DIY and gardening sales
Conventions improve product variety in hardware stores
Grocery retailers growing in DIY
Imported products increased prior to peso devaluation
New building materials and premanufactured stuctures emerging
Federal government actions expect to improve economic conditions
MARKET DATA
Table 1 Sales of DIY and Gardening by Sector: Value 2003-2008
Table 2 Sales of DIY and Gardening by Sector: % Value Growth 2003-2008
Table 3 DIY and Gardening Company Shares 2004-2008
Table 4 DIY and Gardening Brand Shares 2005-2008
Table 5 Sales of DIY and Gardening by Distribution Format: % Analysis 2003-2008
Table 6 Forecast Sales of DIY and Gardening by Sector: Value 2008-2013
Table 7 Forecast Sales of DIY and Gardening by Sector: % Value Growth 2008-2013
DEFINITIONS
DIY and gardening
DIY
Building materials
Hardware
Electrical supplies
Hand tools and accessories
Power tools and accessories
Paint/home decorating
Wall/floor/window coverings
Plumbing/heating/cooling
Millwork/doors/windows
Kitchen and bath products
Other DIY
Gardening
Horticultural goods
Garden structures
Gardening equipment
Garden care
Other gardening
Barbecues
Summary 1 Research Sources
LOCAL COMPANY PROFILES - MEXICO
COMEX SA DE CV - DIY AND GARDENING - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Comex SA de CV Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Comex: Competitive Position 2008
HOME DEPOT MéXICO S DE RL DE CV - DIY AND GARDENING - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Table 8 HOME DEPOT MEXICO S DE RL DE CV: Key Facts
Table 9 HOME DEPOT MEXICO S DE RL DE CV : Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
INDUSTRIAL SALTILLO, GRUPO - DIY AND GARDENING - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Grupo Industrial Saltillo: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Grupo Industrial Saltillo: Competitive Position 2008
SCOTT'S DE MEXICO SA DE CV - DIY AND GARDENING - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Scott’s de Mexico SA de CV : Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
SULFATOS Y DERIVADOS SA DE CV - DIY AND GARDENING - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Sulfatos y Derivados SA de CV: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
TRUPER HERRAMIENTAS SA DE CV - DIY AND GARDENING - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Truper Herramientas SA de CV: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Truper Herramientas SA de CV Competitive Position 2008
DIY IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 10 New Product Launches 2008- 2009
SECTOR DATA
Table 10 Sales of DIY by Subsector: Value 2003-2008
Table 11 Sales of DIY by Subsector: % Value Growth 2003-2008
Table 12 DIY Company Shares 2004-2008
Table 13 DIY Brand Shares 2005-2008
Table 14 Sales of DIY by Distribution Format: % Analysis 2003-2008
Table 15 Forecast Sales of DIY by Subsector: Value 2008-2013
Table 16 Forecast Sales of DIY by Subsector: % Value Growth 2008-2013
GARDENING IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 11 New Product Launches 2008- 2009
SECTOR DATA
Table 17 Sales of Gardening by Subsector: Value 2003-2008
Table 18 Sales of Gardening by Subsector: % Value Growth 2003-2008
Table 19 Gardening Company Shares 2004-2008
Table 20 Gardening Brand Shares 2005-2008
Table 21 Sales of Gardening by Distribution Format: % Analysis 2003-2008
Table 22 Forecast Sales of Gardening by Subsector: Value 2008-2013
Table 23 Forecast Sales of Gardening by Subsector: % Value Growth 2008-2013