Homewares in Spain

PROSPECTS

Homewares continues to record solid growth

Homewares continued to perform well in 2018, indeed recording stronger growth than in previous years. Homewares is a relatively fast-moving category, which can attract consumers on a regular basis.

Food storage in strong demand

Food storage in 2018 recorded the strongest current value growth in homewares, followed by kitchen utensils. These categories go hand in hand and are a good indicator of the growing foodie and cooking at home culture in Spain.

Search for specific products and materials drives online sales

Spanish consumers are increasingly becoming more interested in personalising their homes, with homewares having been identified as an effective and economical way to do this. Consumers are looking for specific products which can be mixed and matched to reflect their individual tastes.

COMPETITIVE LANDSCAPE

Ikea Ibérica maintains its leading position

Ikea continued to lead homewares in Spain in 2018 thanks to its affordable prices, strategic move to invest in urban stores and reorganising its online platform and delivery supply chain. Most importantly, however, Ikea’s success can be attributed to its wide range of products.

SEB Ibérica continues to grow its value share

SEB Ibérica continued to gain share in 2018, moving up the rankings from third to second place, in turn strengthening its lead over both Arc Distribucion Iberica and Zara Home. The main reason for the company’s strong performance has been its success in kitchen-related homewares.

Consumer health-consciousness calls for innovation

Spanish consumers are increasingly focusing on design, shape and colour when buying homewares. However, increasing disposable incomes also mean that they are paying more attention to the health impact of the materials used in the products they buy.

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