Homewares in Spain

PROSPECTS

High purchasing frequency sustains healthy growth in homewares

Homewares continued to perform well in 2019, with current value growth in line with 2018 and a faster increase compared with the review period CAGR. This relatively fast-moving category attracts consumers on a regular basis, which augurs well for further healthy current value growth over the forecast period.

Upgrade to glass products stimulates strong value growth in food storage

Sustainability, healthy cooking, convenience and energy-savings are at the root of innovation in homewares, especially cookware and kitchenware. New materials, new formats and ecological solutions in terms of food storage and its portability boost sales.

Convenience and personalisation trends provide fillip to e-commerce

Homewares and home furnishing stores continued to lead distribution in value share terms in 2019, although e-commerce is the fastest-growing channel. While still lagging well behind the main channel, e-commerce is gaining traction among an increasingly tech-savvy consumer base.

COMPETITIVE LANDSCAPE

Ikea and Zara Home benefit from new strategic directions

Ikea Ibérica, the leading player in value share terms in homewares, is present across categories. The company benefits from the constant renewal of its offer, innovation, an omnichannel strategy and diversified price points.

New Tefal launch fits demand for space-efficiency, easy-use and versatility

Groupe SEB Ibérica continued to increase its value share gradually in homewares to consolidate third place in 2019. The company’s strength lies in kitchen, especially cookware.

Wider appreciation of homewares creates space for private label and sustainability

Spanish consumers are increasingly focused on designs, shapes and colours when buying homewares. Private label or unlabelled products are particularly visible in high rotation dining categories like beverageware and cutlery, while accounting for healthy value shares in various kitchen categories.

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