Executive Summary

Apr 2019
Spaniards invest in updating their homes

In 2018, home and garden in Spain continued to record steady current value growth, with sales supported by the ongoing recovery of the country’s housing market. Home improvement and home furnishings were the categories which benefited the most as Spaniards invested in new equipment and furniture, such as mattresses, floor coverings and paint.

Dynamic housing market drives sales

The ongoing solid growth of Spain’s home and garden industry in 2018 was largely fuelled by the dynamic performance of the country’s property market. Indeed, 2018 saw a rise in sales of both new and second-hand homes, as well as a further increase in spending on home renovation of existing properties.

Many players competing in a fragmented environment

The home and garden competitive environment remained very fragmented in 2018, with no single player commanding a double-digit value share. Ikea Ibérica continued to rank first, followed by Leroy Merlin, thus reflecting the strength of large retailers.

Retailers adopt new strategies to cope with changing consumer habits

Internet retailing was once again the fastest growing distribution channel in home and garden in 2018. Ikea improved its online service by offering two different delivery charges according to weight and location.

Forecast period performance to be shaped by various factors

The uncertain economic situation which is currently being faced by Spain and Western European countries in general is expected to have an adverse impact on consumers’ willingness to spend, with this leading to a slowdown in year-on-year growth over the forecast period. Nevertheless, after a period of deflation, inflation is set to rise over the forecast period and have a major impact on current value growth.

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Home and Garden in Spain

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home and Garden industry in Spain with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home and Garden industry in Spain, our research will save you time and money while empowering you to make informed, profitable decisions.

The Home and Garden in Spain market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Home and Garden in Spain?
  • What are the major brands in Spain?
  • Is DIY suffering or benefiting from consumer austerity?
  • How are emerging channels like internet retailing performing against leading ones like DIY and hardware stores?
  • Where is Do-it-for-me constraining sales of Do-It-Yourself?
  • In which countries are Home and Garden Specialists opening more outlets?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our DIY and Gardening market research database.

Home and Garden in Spain

EXECUTIVE SUMMARY

Spaniards invest in updating their homes
Dynamic housing market drives sales
Many players competing in a fragmented environment
Retailers adopt new strategies to cope with changing consumer habits
Forecast period performance to be shaped by various factors

MARKET DATA

Table 1 Sales of Home and Garden by Category: Value 2013-2018
Table 2 Sales of Home and Garden by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Home and Garden: % Value 2014-2018
Table 4 LBN Brand Shares of Home and Garden: % Value 2015-2018
Table 5 Penetration of Private Label in Home and Garden by Category: % Value 2013-2018
Table 6 Distribution of Home and Garden by Format: % Value 2013-2018
Table 7 Distribution of Home and Garden by Format and Category: % Value 2018
Table 8 Forecast Sales of Home and Garden by Category: Value 2018-2023
Table 9 Forecast Sales of Home and Garden by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Gardening in Spain

HEADLINES

PROSPECTS

Spaniards showing more interest in gardening
Robotic lawn mowers the best performing category, albeit from a low base
Smart products for tech-loving consumers

COMPETITIVE LANDSCAPE

Gardening remains a hugely fragmented category
Gardening kits attract consumers looking to grow their own produce
Smart products for tech-savvy consumers

CATEGORY DATA

Table 10 Sales of Gardening by Category: Value 2013-2018
Table 11 Sales of Gardening by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Gardening: % Value 2014-2018
Table 13 LBN Brand Shares of Gardening: % Value 2015-2018
Table 14 Distribution of Gardening by Format: % Value 2013-2018
Table 15 Forecast Sales of Gardening by Category: Value 2018-2023
Table 16 Forecast Sales of Gardening by Category: % Value Growth 2018-2023

Home Furnishings in Spain

HEADLINES

PROSPECTS

Category sales fuelled by a dynamic property market
LED lamps drive sales of light sources
Bed-in-a-box to revolutionise mattress sales

COMPETITIVE LANDSCAPE

Category set to become less fragmented
Direct to consumer manufacturers
The emergence of smart home furnishings

CATEGORY DATA

Table 17 Sales of Home Furnishings by Category: Value 2013-2018
Table 18 Sales of Home Furnishings by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Home Furnishings: % Value 2014-2018
Table 20 LBN Brand Shares of Home Furnishings: % Value 2015-2018
Table 21 LBN Brand Shares of Light Sources: % Value 2015-2018
Table 22 Distribution of Home Furnishings by Format: % Value 2013-2018
Table 23 Forecast Sales of Home Furnishings by Category: Value 2018-2023
Table 24 Forecast Sales of Home Furnishings by Category: % Value Growth 2018-2023

Home Improvement in Spain

HEADLINES

PROSPECTS

Strong housing market helps drive home improvement sales
The best performing categories
A changing retail environment

COMPETITIVE LANDSCAPE

Strong presence of local players
Further concentration anticipated
Influencers to boost DIY culture

CATEGORY DATA

Table 25 Sales of Home Improvement by Category: Value 2013-2018
Table 26 Sales of Home Improvement by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Home Improvement: % Value 2014-2018
Table 28 LBN Brand Shares of Home Improvement: % Value 2015-2018
Table 29 Distribution of Home Improvement by Format: % Value 2013-2018
Table 30 Forecast Sales of Home Improvement by Category: Value 2018-2023
Table 31 Forecast Sales of Home Improvement by Category: % Value Growth 2018-2023

Homewares in Spain

HEADLINES

PROSPECTS

Homewares continues to record solid growth
Food storage in strong demand
Search for specific products and materials drives online sales

COMPETITIVE LANDSCAPE

Ikea Ibérica maintains its leading position
SEB Ibérica continues to grow its value share
Consumer health-consciousness calls for innovation

CATEGORY DATA

Table 32 Sales of Homewares by Category: Value 2013-2018
Table 33 Sales of Homewares by Category: % Value Growth 2013-2018
Table 34 Sales of Homewares by Material: % Value 2013-2018
Table 35 NBO Company Shares of Homewares: % Value 2014-2018
Table 36 LBN Brand Shares of Homewares: % Value 2015-2018
Table 37 Distribution of Homewares by Format: % Value 2013-2018
Table 38 Forecast Sales of Homewares by Category: Value 2018-2023
Table 39 Forecast Sales of Homewares by Category: % Value Growth 2018-2023