Disruption arising from the pandemic and the economic shock that it engendered had a differential impact on home and garden demand during 2020. While COVID-19 had a positive effect on retail constant value sales of gardening and homewares, it negatively affected home improvement and home furnishings, as projects were delayed and consumers postponed big-ticket purchases.
Sustainability is increasingly visible as a trend across homewares, particularly among younger consumers. Spaniards are increasingly interested in sustainable homewares made from such materials as bamboo and wheat straw plastic.
The competitive landscape in home and garden is highly fragmented, with only Ikea Ibérica SA having a retail value share in excess of 5% in 2021. In general, brand equity is quite weak in home and garden, with retailers like Leroy Merlin España SL and, to a lesser extent, Conforama España SA, Zara Home España SA, Hennes & Mauritz SL and El Corte Inglés SA also having a significant presence.
Having almost doubled its retail value share during 2020 as a result of disruption arising from the pandemic, e-commerce continued to grow in importance as a distribution channel for home and garden during 2021. Local consumers, particularly younger ones, are increasingly comfortable shopping for home and garden products online, appreciating the value for money, wide product range and convenience offered by this channel.
The rate of growth in retail constant value sales of home and garden will moderate over the course of the forecast period. After being couped up at home for much of 2020 and 2021, many Spaniards will seek to spend less time at home and shift their consumption spending from categories like home and garden to experiential consumption, such as leisure travel and dining out.
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Understand the latest market trends and future growth opportunities for the Home and Garden industry in Spain with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
If you're in the Home and Garden industry in Spain, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Home and Garden
This project has a strict focus on sales to consumers only. Trade and professional sales are excluded. Home and garden refers to gardening, home improvement, homewares and home furnishings.
See All of Our DefinitionsThis report originates from Passport, our Home and Garden research and analysis database.
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