Homewares in Spain

PROSPECTS

Homewares sales are on the rise

In 2017, homewares continued to grow, posting a similar rate to the one registered in 2016. Consumers’ rising purchasing power and the subsequent reactivation of the home property market were the main factors in the performance.

Cooking is trendy

Cooking is becoming increasingly popular among Spaniards, in particular among millennials. Spanish consumers are rediscovering the joy of baking at home, alone as well as with friends.

Millennials drive online sales growth

The increasing participation of young people in cooking and baking is reflected in retailing channel performances. Internet retailing registered 2-digit value growth in 2017, one of the fastest rates within the home and garden industry.

COMPETITIVE LANDSCAPE

Ikea Ibérica SA maintains its category leadership

In a competitive landscape characterised by a high level of fragmentation, Ikea Ibérica continued to be the leading player in 2017. IKEA’s large homewares product portfolio and the extension of its retailing network ensured its first position.

Groupe SEB Ibérica SA renews its brands

In 2017, Groupe SEB Ibérica SA gained second position in homewares, overtaking Zara Home España SA. Groupe SEB is present in Spain with the brands Tefal and Lagostina and during 2016 and 2017 made investments in order to renew its brands.

Healthy eating and DIY trends are influencing homewares

In 2017, different manufacturers introduced cookware made from natural products and without toxic substances, for instance pots and pans covered with an olive-oil-based coating, such as Olivilla and Vegetalia by Giannini. Over the forecast period, the healthy eating trend is expected to be influenced by DIY homewares.

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