Homewares in Spain

2020 IMPACT

Strong performance for homewares in 2020 due to home seclusion trend

The home seclusion trend as a result of the pandemic-induced lockdown and ongoing restrictions of movement over 2020 particularly benefited homewares across the category, with dining and kitchen (both cookware and kitchenware) experiencing stronger current value growth rates compared to 2019. Confined to their homes, local consumers indulged in baking and cooking as a source of comfort and relaxation, particularly as they were able to dedicate greater time to these activities.

E-commerce benefits from initial closure of homewares and home furnishing stores

Homewares and home furnishing stores continued to lead distribution in value share terms in 2020, although the channel lost its dominance overall due to store closures during the initial lockdown, which greatly benefited e-commerce; the latter gained further ground and recorded impressive double-digit current value growth. While still lagging well behind the main channel, e-commerce not only continued to gain traction among an increasingly tech-savvy consumer base but also benefited from the convenience and perceived safety of home delivery and competitive prices.

Ikea Ibérica retains overall leadership of homewares, benefiting from omnichannel strategy and range of affordable products

Despite the initial closure of homewares and home furnishing stores during the March lockdown, Ikea Ibérica was able to retain its overall leadership of homewares in 2020, where it is present across the category. In addition to constantly renewing its offer and investing in innovation, the player has benefited from its omnichannel strategy where it has reorganised its e-commerce arm and delivery supply chain, in addition to offering diversified price points which enabled it to retain its value share and record positive sales over the year, as consumers moved online for their homewares requirements.

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