DIY And Gardening in 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