Housewares And Home Furnishings in Spain
Euromonitor International's Housewares And Home Furnishings 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.
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Tables: 39 | Publication date: Aug 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
Home furnishings; Housewares
Executive summary
Low cost products subdue value growth
Asian imports and an increasingly strong price war were the main factors hampering the sector in value terms. With the price of houses increasing at an extremely dynamic pace, Spaniards embraced low cost products, which damaged the performance of the market. The great performance of leading distributor Ikea, which offers a wide range of low cost products, was also behind the slowdown in value terms. On the other hand, some positive growing factors included the healthy economy and the excellent behaviour of the real estate market.
Economy and social change drive the market
The market for home furnishing and houseware was propelled by the good economic situation in the country, as greater purchasing power enabled more discretionary spending on home furnishings and houseware products in Spain. Spanish GDP grew in a sustained fashion above the average for Western Europe. The optimal evolution of the employment market stands out in particular. In the 2000-2006 period more than four million jobs new jobs were created, which had a direct impact on the increase in income per capita, purchasing power and consumer confidence.
The market was also affected by social changes, especially those involving the shrinking size of the average household. In recent years single-person households increased notably, whereas household of five or more members decreased. This fact led to an increase in the number of households in Spain and as each household need to have at least basic furniture and housewares, this drove sales of housewares and home furnishing products.
Avalanche of imports
Imports, especially from Asian countries such as China, India or Vietnam, were one of the main factors in the market in recent years. Asian goods were ever more present in the Spanish market, through a strategy based on aggressive prices and low and medium-to-low quality. The Spanish industry, which is extremely fragmented, suffered as a result, which caused many small companies with little financial backing to close in the face of this competition. Specialisation on high-quality products and an effort towards design were the two key strategies in the national industry to compete with Chinese products.
Ikea the undisputed leader in distribution
The Swedish giant Ikea was the undisputed leader of the home furnishings market in recent years through a strategy based on affordable prices and a clear effort on design. The ‘Ikea effect’ had consequences on the distribution and production of furniture, causing many traditional stores and small companies to close down. Department stores, traditionally a basic selling channel in Spain, such as El Corte Inglés, were also affected, with a constant drop in share in recent years.
Forecast is general upward
During the forecast period the market is expected to rise slightly in value terms. Positive growth in the Spanish economy as well as an increase in the number of households and a trend towards owning second residences will be some of the main factors propelling sales. However, the predicted deceleration of the real estate market may be an important hampering factor for the sector. Imports will also continue gaining market share year after year, which will stress the importance of design and added value among national manufacturers.
Table of contents
HOUSEWARES AND HOME FURNISHINGS IN SPAIN : MARKET INSIGHT
EXECUTIVE SUMMARY
Low cost products subdue value growth
Economy and social change drive the market
Avalanche of imports
Ikea the undisputed leader in distribution
Forecast is general upward
KEY TRENDS AND DEVELOPMENTS
Imports accelerate polarisation in the market
Important social and economic changes
Outlook
Impact
Booming construction, pillar of the market
Outlook
Impact
An inefficient and fragmented industry
Outlook
Impact
The importance of design consolidated
Outlook
Impact
The Ikea Effect
Outlook
Impact
MARKET DATA
Table 1 Sales of Housewares and Home Furnishings by Sector: Value 2001-2006
Table 2 Sales of Housewares and Home Furnishings by Sector: % Value Growth 2001-2006
Table 3 Housewares and Home Furnishings Company Shares 2004-2006
Table 4 Housewares and Home Furnishings Brand Shares 2004-2006
Table 5 Sales of Housewares and Home Furnishings by Distribution Format: % Analysis 2001-2006
Table 6 Forecast Sales of Housewares and Home Furnishings by Sector: Value 2006-2011
Table 7 Forecast Sales of Housewares and Home Furnishings by Sector: % Value Growth 2006-2011
DEFINITIONS
Housewares
Home furnishings
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - SPAIN
FAGOR ELECTRODOMéSTICOS, S COOP - HOUSEWARES AND HOME FURNISHINGS - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Fagor Electrodomésticos: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Fagor Electrodomésticos: Competitive Position 2006
IKEA IBéRICA - HOUSEWARES AND HOME FURNISHINGS - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Ikea Ibérica: Key Facts
Summary 5 Ikea Ibérica: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Ikea Ibérica: Competitive Position 2006
LLADRó COMERCIAL SA - HOUSEWARES AND HOME FURNISHINGS - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Lladró Comercial SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Lladró Comercial SA: Competitive Position 2006
PIKOLIN SA - HOUSEWARES AND HOME FURNISHINGS - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Pikolin SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Pikolin SA: Competitive Position 2006
SEB, GROUPE - HOUSEWARES AND HOME FURNISHINGS - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Groupe SEB: Key Facts
Summary 12 Groupe SEB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 SEB Groupe: Competitive Position 2006
HOUSEWARES IN SPAIN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 8 Sales of Housewares by Subsector: Value 2001-2006
Table 9 Sales of Housewares by Subsector: % Value Growth 2001-2006
Table 10 Sales of Housewares by Type 2001-2006
Table 11 Sales of Cookware by Type 2001-2006
Table 12 Sales of Kitchenware by Type 2001-2006
Table 13 Sales of Tableware and Crockery by Type 2001-2006
Table 14 Sales of Cutlery by Type 2001-2006
Table 15 Housewares Company Shares by Retail Value 2004-2006
Table 16 Housewares Brand Shares by Retail Value 2004-2006
Table 17 Sales of Housewares by Distribution Format: % Analysis 2001-2006
Table 18 Forecast Sales of Housewares by Subsector: Value 2006-2011
Table 19 Forecast Sales of Housewares by Subsector: % Value Growth 2006-2011
HOME FURNISHINGS IN SPAIN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 20 Sales of Home Furnishings by Subsector: Value 2001-2006
Table 21 Sales of Home Furnishings by Subsector: % Value Growth 2001-2006
Table 22 Home Furnishings Company Shares by Retail Value 2004-2006
Table 23 Home Furnishings Brand Shares by Retail Value 2004-2006
Table 24 Sales of Home Furnishings by Distribution Format: % Analysis 2001-2006
Table 25 Forecast Sales of Home Furnishings by Subsector: Value 2006-2011
Table 26 Forecast Sales of Home Furnishings by Subsector: % Value Growth 2006-2011