DIY And Gardening in Sweden
Euromonitor International's DIY And Gardening in Sweden 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: 37 | Publication date: Sep 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
DIY; Gardening
Executive summary
Strongest Increase in Retail Ever
A strong economic upswing is underway, outpacing the eurozone by a wide margin. This is mainly due to increasing domestic demand however growth in exports is also rising. The strong increase in disposable incomes, spurred by the Swedish government, facilitated growing consumption. As a result the retail industry reported record growth in the past year reflected in all areas of retail. The positive outlook for the coming years further stimulates optimism amongst consumers and facilitates further growth.
Swedes Become Increasingly Handy
The boom in the DIY and gardening markets in the past year continued, due to the increasing involvement of Swedes in home improvement projects. Due to extensive media coverage consumers became more educated and attempted projects of increasing complexity. This was further stimulated by a lack of professional craftsmen, which drove prices up and led to an increasing number of private consumers doing work themselves. Therefore DIY gained importance in Sweden. Some now consider it their hobby of choice.
Gardens: A Popular Holiday Destination
Summerhouses are in fashion and more Swedes nowadays spend their summers in their own summerhouses. Those that do invest an increasing amount of money in necessary renovations and many now complement them with gardens. But gardens at home are also beginning to receive much more attention causing the gardening market to take off after a stagnant year in 2005. In line with the DIY trend, garden structures, which enable the homeowners to do build projects in their gardens, are increasingly purchased.
Increasing Renovation Due to Sizable House Prices
Instead of investing in new homes Swedes more often renovate their existing homes. This is due to high and rising real estate prices especially in larger urban areas. Therefore investments are made in DIY and Gardening. The most positive effect is seen in kitchen and bath products as these areas are the foremost issues in many homes. But other product group gains also suggest an increase in renovation.
Foreign Retail Chains Flood the Market
As the DIY and gardening market is mainly supplied by small local companies, retailers play an important role. There are several well-established chains in the market, serving their own segments. However in the past year competition grew as more foreign retail chains entered the Swedish market. They get much attention, as they promote with extensive marketing. This creates difficulties as well as opportunities for domestic manufacturers of DIY and gardening products.
Market Reaches Saturation
Despite the positive economic outlook the rapid development of this market is not expected to continue much longer. DIY in particular will see the rate of growth slow, but it will be less noticeable in gardening sales. Competition will evolve around existing market shares and customer loyalty will become the key to success.
Table of contents
DIY AND GARDENING IN SWEDEN : MARKET INSIGHT
EXECUTIVE SUMMARY
Strongest Increase in Retail Ever
Swedes Become Increasingly Handy
Gardens: A Popular Holiday Destination
Increasing Renovation Due to Sizable House Prices
Foreign Retail Chains Flood the Market
Market Reaches Saturation
KEY TRENDS AND DEVELOPMENTS
Growing Disposable Incomes
Real Estate Prices Are Rising
Media Interest Increasing Strongly
MARKET DATA
Table 1 Sales of DIY and Gardening by Sector: Value 2001-2006
Table 2 Sales of DIY and Gardening by Sector: % Value Growth 2001-2006
Table 3 DIY and Gardening Company Shares 2004-2006
Table 4 DIY and Gardening Brand Shares 2004-2006
Table 5 Sales of DIY and Gardening by Distribution Format: % Analysis 2001-2006
Table 6 Forecast Sales of DIY and Gardening by Sector: Value 2006-2011
Table 7 Forecast Sales of DIY and Gardening by Sector: % Value Growth 2006-2011
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - SWEDEN
AHLSELL AB - DIY AND GARDENING - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Ahlsell AB: Key Facts
Summary 3 Ahlsell AB: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Ahlsell AB: Competitive Position 2006
GARDENA SVENSKA AB - DIY AND GARDENING - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Gardena Svenska AB: Key Facts
Summary 6 Gardena Svenska AB: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Gardena Svenska AB: Competitive Position 2006
HAENDIG AB - DIY AND GARDENING - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Haendig AB: Key Facts
Summary 9 Haendig AB: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Haendig AB: Competitive Position 2006
HULTAFORS AB - DIY AND GARDENING - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Hultafors AB: Key Facts
Summary 12 Hultafors AB: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Hultafors AB: Competitive Position 2006
WEIBULL TRäDGåRD AB - DIY AND GARDENING - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Weibull Trädgård AB: Key Facts
Summary 15 Weibull Trädgård AB: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Weibull Trädgård AB: Competitive Position 2006
DIY IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 8 Sales of DIY by Subsector: Value 2001-2006
Table 9 Sales of DIY by Subsector: % Value Growth 2001-2006
Table 10 DIY Company Shares by Retail Value 2004-2006
Table 11 DIY Brand Shares by Retail Value 2004-2006
Table 12 Sales of DIY by Distribution Format: % Analysis 2001-2006
Table 13 Forecast Sales of DIY by Subsector: Value 2006-2011
Table 14 Forecast Sales of DIY by Subsector: % Value Growth 2006-2011
GARDENING IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Gardening by Subsector: Value 2001-2006
Table 16 Sales of Gardening by Subsector: % Value Growth 2001-2006
Table 17 Gardening Company Shares by Retail Value 2004-2006
Table 18 Gardening Brand Shares by Retail Value 2004-2006
Table 19 Sales of Gardening by Distribution Format: % Analysis 2001-2006
Table 20 Forecast Sales of Gardening by Subsector: Value 2006-2011
Table 21 Forecast Sales of Gardening by Subsector: % Value Growth 2006-2011