DIY
DIY and Gardening

DIY And Gardening in Spain

Spain

Euromonitor International's DIY And Gardening in Spain 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: 39  |  Publication date: Oct 2009
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Executive summary

DIY less affected by credit crunch; perhaps even favoured

Despite a reduction of private consumption associated with the credit crunch and the bad economic performance in 2008, the Spanish DIY sector has managed to maintain market value growth rates as many Spaniards now rely on DIY as the most affordable way of making improvements at home. By carrying out this money-saving DIY, Spanish consumers are increasing their demand for DIY products, especially building materials and electrical supplies, which Spaniards associate with the idea of home improvements but at the same time with which they feel comfortable.

Paint/home decoration and horticultural goods still leading

Paint/home decoration experienced the highest growth as it was the most important subsector of DIY in terms of volume. Painting walls is one of the most traditional DIY activities as Spaniards have painted their homes by themselves for many years. Apart from that, in recent years, with the increasing popularity of design and decoration, Spaniards do not hesitate to abandon white and try new colours on their walls. Plants have always been present at Spanish homes, indoors and outdoors, but traditionally have been more present in more elderly Spaniards’ homes. With the introduction of new types of plants and flowers, these have become a significant part of the home decoration, not just for gardens in suburb houses but also for flats in cities.

Innovation focusing on new targets

The industry has found that by meeting some demands associated with convenience and simplicity they are able to attract new consumers, including those who not only value price but also need some features to make DIY easier for them. Women, old people and some urban young men do not know much about DIY and lack of skills when using traditional tools or instruments. Especially in the case of DIY power tools and equipment, new product developments launched by premium brands such as Bosch or Black and Decker are offering new features such as cordless tools powered by lithium battery, and more compact and lighter tools, which are easier to use.

The green issue leading to the development of new products

Spaniards are gradually becoming more concerned about the environment and about the impact their activities have on the environment. Especially in the gardening sector, environmental issues are leading to the introduction of new product developments for which their major attractions are features associated with their environment-friendlier impact. Gardening equipment and gardening care are widely affected by this trend. However, this demand is primarily being met by premium brands, which see an opportunity for differentiation against Asian low cost manufacturers, which are also penetrating this market, taking advantage of the economic crisis.

After credit crunch high growth is expected for DIY and gardening

As soon as credit crunch is over and Spaniards return to their former high levels of private consumption, it is expected that both the DIY and gardening sectors will experience the highest growth rates ever in Spain. In the case of DIY, following the increase in DIY activities during the credit crunch, Spanish consumers will become more mature and therefore they will demand higher added value products with more features, instead of looking just at the price. In the case of gardening, it is expected that by 2013, construction will recover from the current negative impact and therefore gardening will grow again at a very high rate.

Table of contents

DIY AND GARDENING IN SPAIN : MARKET INSIGHT

EXECUTIVE SUMMARY

DIY less affected by credit crunch; perhaps even favoured

Paint/home decoration and horticultural goods still leading

Innovation focusing on new targets

The green issue leading to the development of new products

After credit crunch high growth is expected for DIY and gardening

KEY TRENDS AND DEVELOPMENTS

Credit crunch favours DIY

Environmental concern leads to a greener gardening

Innovation brings new targets to DIY and gardening

Design is starting to invade DIY and gardening

Combined distribution of DIY and gardening gains share

MARKET INDICATORS

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 - SPAIN

BARNICES VALENTINE SA - DIY AND GARDENING - SPAIN

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Barnices Valentine SAU: Key Facts

Summary 3 Barnices Valentine SAU: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 4 Barnices Valentine SAU: Production Statistics 2008

COMPETITIVE POSITIONING

Summary 5 Barnices Valentine SAU: Competitive Position 2008

INDUSTRIAS TITAN SA - DIY AND GARDENING - SPAIN

STRATEGIC DIRECTION

KEY FACTS

Summary 6 Industrias Titan SA: Key Facts

Summary 7 Industrias Titan SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 8 Industrias Titan SA: Production Statistics 2008

COMPETITIVE POSITIONING

Summary 9 Industrias Titan SA: Competitive Position 2008

PRODUCTOS FLOWER SA - DIY AND GARDENING - SPAIN

STRATEGIC DIRECTION

KEY FACTS

Summary 10 Productos Flower SA: Key Facts

Summary 11 Productos Flower SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 12 Productos Flower SA: Competitive Position 2008

ROBERT BOSCH ESPAñA SA (GRUPO) - DIY AND GARDENING - SPAIN

STRATEGIC DIRECTION

KEY FACTS

Summary 13 Robert Bosch España SA: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 14 Robert Bosch España SA: Competitive Position 2008

SEMILLAS MASCARELL SL - DIY AND GARDENING - SPAIN

STRATEGIC DIRECTION

KEY FACTS

Summary 15 Semillas Mascarell SL: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 16 Semillas Mascarell SL: Competitive Position 2008

DIY IN SPAIN

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

New Product Developments

Summary 17 New Product Launches 2007- 2008

SECTOR DATA

Table 8 Sales of DIY by Subsector: Value 2003-2008

Table 9 Sales of DIY by Subsector: % Value Growth 2003-2008

Table 10 DIY Company Shares 2004-2008

Table 11 DIY Brand Shares 2005-2008

Table 12 Sales of DIY by Distribution Format: % Analysis 2003-2008

Table 13 Forecast Sales of DIY by Subsector: Value 2008-2013

Table 14 Forecast Sales of DIY by Subsector: % Value Growth 2008-2013

GARDENING IN SPAIN

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

New Product Developments

Summary 18 New Product Launches 2007- 2008

SECTOR DATA

Table 15 Sales of Gardening by Subsector: Value 2003-2008

Table 16 Sales of Gardening by Subsector: % Value Growth 2003-2008

Table 17 Gardening Company Shares 2004-2008

Table 18 Gardening Brand Shares 2005-2008

Table 19 Sales of Gardening by Distribution Format: % Analysis 2003-2008

Table 20 Forecast Sales of Gardening by Subsector: Value 2008-2013

Table 21 Forecast Sales of Gardening by Subsector: % Value Growth 2008-2013

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