Retailing in Spain

February 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Retailing 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:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retailing 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.

The Retailing in Spain report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Retailing in Spain?
  • Which are the leading retailers in Retailing in Spain?
  • How are products distributed in Retailing in Spain?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Spain?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?

Retailing in Spain

EXECUTIVE SUMMARY

Retailing in 2021: The big picture
What next for retailing?

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2021
Physical retail landscape
Cash and carry
Table 1 Cash and Carry Sales: Value 2016-2021
Seasonality
Christmas January Sales Summer Sales
Payments
Delivery and collection
Emerging business models

MARKET DATA

Table 2 Sales in Retailing by Store-based vs Non-Store: Value 2016-2021 Table 3 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2016-2021 Table 4 Sales in Store-based Retailing by Channel: Value 2016-2021 Table 5 Sales in Store-based Retailing by Channel: % Value Growth 2016-2021 Table 6 Store-based Retailing Outlets by Channel: Units 2016-2021 Table 7 Store-based Retailing Outlets by Channel: % Unit Growth 2016-2021 Table 8 Sales in Non-Store Retailing by Channel: Value 2016-2021 Table 9 Sales in Non-Store Retailing by Channel: % Value Growth 2016-2021 Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 11 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 12 Sales in Grocery Retailers by Channel: Value 2016-2021 Table 13 Sales in Grocery Retailers by Channel: % Value Growth 2016-2021 Table 14 Grocery Retailers Outlets by Channel: Units 2016-2021 Table 15 Grocery Retailers Outlets by Channel: % Unit Growth 2016-2021 Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2016-2021 Table 17 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 18 Sales in Non-Grocery Specialists by Channel: Value 2016-2021 Table 19 Sales in Non-Grocery Specialists by Channel: % Value Growth 2016-2021 Table 20 Non-Grocery Specialists Outlets by Channel: Units 2016-2021 Table 21 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2016-2021 Table 22 Mixed Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 23 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 24 Sales in Mixed Retailers by Channel: Value 2016-2021 Table 25 Sales in Mixed Retailers by Channel: % Value Growth 2016-2021 Table 26 Mixed Retailers Outlets by Channel: Units 2016-2021 Table 27 Mixed Retailers Outlets by Channel: % Unit Growth 2016-2021 Table 28 Retailing GBO Company Shares: % Value 2017-2021 Table 29 Retailing GBN Brand Shares: % Value 2018-2021 Table 30 Store-based Retailing GBO Company Shares: % Value 2017-2021 Table 31 Store-based Retailing GBN Brand Shares: % Value 2018-2021 Table 32 Store-based Retailing LBN Brand Shares: Outlets 2018-2021 Table 33 Non-Store Retailing GBO Company Shares: % Value 2017-2021 Table 34 Non-Store Retailing GBN Brand Shares: % Value 2018-2021 Table 35 Grocery Retailers GBO Company Shares: % Value 2017-2021 Table 36 Grocery Retailers GBN Brand Shares: % Value 2018-2021 Table 37 Grocery Retailers LBN Brand Shares: Outlets 2018-2021 Table 38 Grocery Retailers LBN Brand Shares: Selling Space 2018-2021 Table 39 Non-Grocery Specialists GBO Company Shares: % Value 2017-2021 Table 40 Non-Grocery Specialists GBN Brand Shares: % Value 2018-2021 Table 41 Non-Grocery Specialists LBN Brand Shares: Outlets 2018-2021 Table 42 Non-Grocery Specialists LBN Brand Shares: Selling Space 2018-2021 Table 43 Mixed Retailers GBO Company Shares: % Value 2017-2021 Table 44 Mixed Retailers GBN Brand Shares: % Value 2018-2021 Table 45 Mixed Retailers LBN Brand Shares: Outlets 2018-2021 Table 46 Mixed Retailers LBN Brand Shares: Selling Space 2018-2021 Table 47 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2021-2026 Table 48 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2021-2026 Table 49 Forecast Sales in Store-based Retailing by Channel: Value 2021-2026 Table 50 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2021-2026 Table 51 Forecast Store-based Retailing Outlets by Channel: Units 2021-2026 Table 52 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2021-2026 Table 53 Forecast Sales in Non-Store Retailing by Channel: Value 2021-2026 Table 54 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2021-2026 Table 55 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 56 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026 Table 57 Forecast Sales in Grocery Retailers by Channel: Value 2021-2026 Table 58 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2021-2026 Table 59 Forecast Grocery Retailers Outlets by Channel: Units 2021-2026 Table 60 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2021-2026 Table 61 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 62 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026 Table 63 Forecast Sales in Non-Grocery Specialists by Channel: Value 2021-2026 Table 64 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2021-2026 Table 65 Forecast Non-Grocery Specialists Outlets by Channel: Units 2021-2026 Table 66 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2021-2026 Table 67 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 68 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026 Table 69 Forecast Sales in Mixed Retailers by Channel: Value 2021-2026 Table 70 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2021-2026 Table 71 Forecast Mixed Retailers Outlets by Channel: Units 2021-2026 Table 72 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2021-2026

DISCLAIMER

SOURCES

Summary 2 Research Sources

Convenience Stores in Spain

KEY DATA FINDINGS

2021 DEVELOPMENTS

Convenience store sales decline as grocery shopping habits begin to normalise
Convenience stores face increased competition from e-commerce
Convenience stores respond to increased price sensitivity and heightened interest in health and wellness

PROSPECTS AND OPPORTUNITIES

Convenience stores will seek to burnish their green credentials
E-commerce represents both an opportunity and a threat
Ready-to-eat food will grow in importance to convenience stores

CHANNEL DATA

Table 73 Convenience Stores: Value Sales, Outlets and Selling Space 2016-2021 Table 74 Convenience Stores: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 75 Convenience Stores GBO Company Shares: % Value 2017-2021 Table 76 Convenience Stores GBN Brand Shares: % Value 2018-2021 Table 77 Convenience Stores LBN Brand Shares: Outlets 2018-2021 Table 78 Convenience Stores LBN Brand Shares: Selling Space 2018-2021 Table 79 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 80 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Discounters in Spain

KEY DATA FINDINGS

2021 DEVELOPMENTS

Russian hard discounter Mere sets ambitious goals for the Spanish market
Lidl and Aldi continue to expand, while Día is focused on restructuring
In a difficult economic environment, private label continues to gain ground

PROSPECTS AND OPPORTUNITIES

Lidl, Aldi and Mere will continue to expand their store networks
Mounting inflationary pressure will drive private label growth
Discounters will pay more attention to sustainability

CHANNEL DATA

Table 81 Discounters: Value Sales, Outlets and Selling Space 2016-2021 Table 82 Discounters: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 83 Discounters GBO Company Shares: % Value 2017-2021 Table 84 Discounters GBN Brand Shares: % Value 2018-2021 Table 85 Discounters LBN Brand Shares: Outlets 2018-2021 Table 86 Discounters LBN Brand Shares: Selling Space 2018-2021 Table 87 Discounters Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 88 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Hypermarkets in Spain

KEY DATA FINDINGS

2021 DEVELOPMENTS

Slight recovery in sales for hypermarkets in 2021
Some players shrink their hypermarkets
Spanish consumers are losing interest in destination shopping

PROSPECTS AND OPPORTUNITIES

Hypermarkets will offer a wider array of products and services
Shop-in-shop agreements are likely to become more commonplace
Store size will shrink, and hypermarkets will pivot towards e-commerce

CHANNEL DATA

Table 89 Hypermarkets: Value Sales, Outlets and Selling Space 2016-2021 Table 90 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 91 Hypermarkets GBO Company Shares: % Value 2017-2021 Table 92 Hypermarkets GBN Brand Shares: % Value 2018-2021 Table 93 Hypermarkets LBN Brand Shares: Outlets 2018-2021 Table 94 Hypermarkets LBN Brand Shares: Selling Space 2018-2021 Table 95 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 96 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Supermarkets in Spain

KEY DATA FINDINGS

2021 DEVELOPMENTS

Boost provided by the pandemic begins to fade
Supermarkets pivot towards e-commerce, while ‘dark’ supermarkets are an emerging trend
Strong reputation for quality and value and expanding store network underpins Mercadona’s deepening dominance

PROSPECTS AND OPPORTUNITIES

Supermarkets will focus on proximity and convenience
E-commerce will continue to grow in importance
More supermarkets will offer ready-to-eat food

CHANNEL DATA

Table 97 Supermarkets: Value Sales, Outlets and Selling Space 2016-2021 Table 98 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 99 Supermarkets GBO Company Shares: % Value 2017-2021 Table 100 Supermarkets GBN Brand Shares: % Value 2018-2021 Table 101 Supermarkets LBN Brand Shares: Outlets 2018-2021 Table 102 Supermarkets LBN Brand Shares: Selling Space 2018-2021 Table 103 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 104 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Traditional Grocery Retailers in Spain

KEY DATA FINDINGS

2021 DEVELOPMENTS

Pandemic continues to boost the performance of traditional grocery retailers
Bakeries continue to thrive in the face of competition from modern grocery retail outlets
Number of traditional grocery retail outlets continued to decline

PROSPECTS AND OPPORTUNITIES

Traditional grocery retailers will be squeezed by growth in the number of modern grocery retail outlets
E-commerce offers an opportunity for growth
Organic products offer possibility for growth

CHANNEL DATA

Table 105 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 106 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 107 Traditional Grocery Retailers GBO Company Shares: % Value 2017-2021 Table 108 Traditional Grocery Retailers GBN Brand Shares: % Value 2018-2021 Table 109 Traditional Grocery Retailers LBN Brand Shares: Outlets 2018-2021 Table 110 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2018-2021 Table 111 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 112 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Apparel and Footwear Specialist Retailers in Spain

KEY DATA FINDINGS

2021 DEVELOPMENTS

Having been pounded by the pandemic during 2020, retail current value sales recover only partially in 2021
The pandemic has brought e-commerce into the mainstream
Local player Inditex continues to lead, but its Zara brand is eclipsed by Amazon.com online

PROSPECTS AND OPPORTUNITIES

Fast fashion faces a challenge from growing consumer interest in sustainability
Pandemic induced shift towards e-commerce will not be reversed
Social media will grow in importance as a marketing tool

CHANNEL DATA

Table 113 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 114 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 115 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2017-2021 Table 116 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2018-2021 Table 117 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2018-2021 Table 118 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2018-2021 Table 119 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 120 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Electronics and Appliance Specialist Retailers in Spain

KEY DATA FINDINGS

2021 DEVELOPMENTS

Growing popularity of e-commerce undermines recovery in the sales of specialist retailers
Leader Media Markt experiments with different store formats
Specialists seek partnerships with modern grocery retail chains

PROSPECTS AND OPPORTUNITIES

E-commerce will continue to cannibalise physical store sales
Chains like Media Markt will explore new business models like renting appliances and electronics
EU funds recovery plan measures to support the sales of electronics and appliances in short term

CHANNEL DATA

Table 121 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 122 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 123 Electronics and Appliance Specialist Retailers GBO Company Shares: % Value 2017-2021 Table 124 Electronics and Appliance Specialist Retailers GBN Brand Shares: % Value 2018-2021 Table 125 Electronics and Appliance Specialist Retailers LBN Brand Shares: Outlets 2018-2021 Table 126 Electronics and Appliance Specialist Retailers LBN Brand Shares: Selling Space 2018-2021 Table 127 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 128 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Health and Beauty Specialist Retailers in Spain

KEY DATA FINDINGS

2021 DEVELOPMENTS

Chemists/pharmacies continue to benefit from COVID-19
Pandemic accelerates online shift
Consumers indulge themselves with luxury perfumes and make up

PROSPECTS AND OPPORTUNITIES

Retailers will seek to blend the physical and digital experiences
Online channel to increase gaining share
Local consumers will increasingly look for quality and be prepared to pay for it

CHANNEL DATA

Table 129 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 130 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 131 Sales in Health and Beauty Specialist Retailers by Channel: Value 2016-2021 Table 132 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2016-2021 Table 133 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2017-2021 Table 134 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2018-2021 Table 135 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2018-2021 Table 136 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2018-2021 Table 137 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 138 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026 Table 139 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2021-2026 Table 140 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2021-2026

Home and Garden Specialist Retailers in Spain

KEY DATA FINDINGS

2021 DEVELOPMENTS

Increase in home renovations boosts demand
Retail chains pivot towards omnichannel strategy
In the wake of the pandemic, consumers increasingly favour smaller, more convenient, outlets

PROSPECTS AND OPPORTUNITIES

An economic rebound and government support for home renovations that boost energy efficiency will drive moderate growth
Retail chains will continue to pivot towards an omnichannel model
Tool rental could appeal to younger consumers interested in sustainability

CHANNEL DATA

Table 141 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 142 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 143 Sales in Home and Garden Specialist Retailers by Channel: Value 2016-2021 Table 144 Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2016-2021 Table 145 Home and Garden Specialist Retailers GBO Company Shares: % Value 2017-2021 Table 146 Home and Garden Specialist Retailers GBN Brand Shares: % Value 2018-2021 Table 147 Home and Garden Specialist Retailers LBN Brand Shares: Outlets 2018-2021 Table 148 Home and Garden Specialist Retailers LBN Brand Shares: Selling Space 2018-2021 Table 149 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 150 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026 Table 151 Forecast Sales in Home and Garden Specialist Retailers by Channel: Value 2021-2026 Table 152 Forecast Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2021-2026

Department Stores in Spain

KEY DATA FINDINGS

2021 DEVELOPMENTS

El Corte Inglés accelerates its omnichannel shift
Department stores struggle to rebound from online shift arising from the pandemic
Demand from international tourists remains subdued

PROSPECTS AND OPPORTUNITIES

El Corte Inglés will double down on its omnichannel strategy and seek to diversify
El Corte Inglés steps up its effort to woo international tourists
El Corte Inglés will pay more attention to food

CHANNEL DATA

Table 153 Department Stores: Value Sales, Outlets and Selling Space 2016-2021 Table 154 Department Stores: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 155 Department Stores GBO Company Shares: % Value 2017-2021 Table 156 Department Stores GBN Brand Shares: % Value 2018-2021 Table 157 Department Stores LBN Brand Shares: Outlets 2018-2021 Table 158 Department Stores LBN Brand Shares: Selling Space 2018-2021 Table 159 Department Stores Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 160 Department Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Variety Stores in Spain

KEY DATA FINDINGS

2021 DEVELOPMENTS

Value sales rebound but remain below their pre-pandemic level, with the growing popularity of e-commerce a significant factor in this
Competitive landscape remains highly fragmented
Leaders Ale-Hop and Flying Tiger Copenhagen focus on city centre locations and tourist hot spots

PROSPECTS AND OPPORTUNITIES

E-commerce expansion will continue to weigh on growth
Chinese family-owned stores will remain the backbone of variety stores
AliExpress and Dealz will continue to expand

CHANNEL DATA

Table 161 Variety Stores: Value Sales, Outlets and Selling Space 2016-2021 Table 162 Variety Stores: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 163 Variety Stores GBO Company Shares: % Value 2017-2021 Table 164 Variety Stores GBN Brand Shares: % Value 2018-2021 Table 165 Variety Stores LBN Brand Shares: Outlets 2018-2021 Table 166 Variety Stores LBN Brand Shares: Selling Space 2018-2021 Table 167 Variety Stores Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 168 Variety Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Warehouse Clubs in Spain

KEY DATA FINDINGS

2021 DEVELOPMENTS

Costco remains the only representative of warehouse clubs in Spain

PROSPECTS AND OPPORTUNITIES

Costco has ambitious growth plans, but they will largely remain on paper during the forecast period

CHANNEL DATA

Table 169 Warehouse Clubs: Value Sales, Outlets and Selling Space 2016-2021 Table 170 Warehouse Clubs: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 171 Warehouse Clubs GBO Company Shares: % Value 2017-2021 Table 172 Warehouse Clubs GBN Brand Shares: % Value 2018-2021 Table 173 Warehouse Clubs LBN Brand Shares: Outlets 2018-2021 Table 174 Warehouse Clubs LBN Brand Shares: Selling Space 2018-2021 Table 175 Warehouse Clubs Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 176 Warehouse Clubs Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Direct Selling in Spain

KEY DATA FINDINGS

2021 DEVELOPMENTS

Direct selling continues to expand despite COVID-19 disruption
Direct sellers turn to social media to communicate with customers
Economic shock of pandemic swells the salesforce

PROSPECTS AND OPPORTUNITIES

Relatively low per capita spending indicates growth potential
E-commerce and social media will continue to grow in importance
Elevated youth unemployment rate provides a large pool of potential recruits

CHANNEL DATA

Table 177 Direct Selling by Category: Value 2016-2021 Table 178 Direct Selling by Category: % Value Growth 2016-2021 Table 179 Direct Selling GBO Company Shares: % Value 2017-2021 Table 180 Direct Selling GBN Brand Shares: % Value 2018-2021 Table 181 Direct Selling Forecasts by Category: Value 2021-2026 Table 182 Direct Selling Forecasts by Category: % Value Growth 2021-2026

Homeshopping in Spain

KEY DATA FINDINGS

2021 DEVELOPMENTS

Pandemic-driven boost to demand runs out of steam
Food and drink homeshopping the biggest beneficiary from the pandemic
Homeshopping audience is shrinking and ageing

PROSPECTS AND OPPORTUNITIES

E-commerce will continue to cannibalise homeshopping
As pandemic eases, many will revert to their pre-pandemic food shopping habits
Frozen food will continue to perform well

CHANNEL DATA

Table 183 Homeshopping by Category: Value 2016-2021 Table 184 Homeshopping by Category: % Value Growth 2016-2021 Table 185 Homeshopping GBO Company Shares: % Value 2017-2021 Table 186 Homeshopping GBN Brand Shares: % Value 2018-2021 Table 187 Homeshopping Forecasts by Category: Value 2021-2026 Table 188 Homeshopping Forecasts by Category: % Value Growth 2021-2026

Vending in Spain

KEY DATA FINDINGS

2021 DEVELOPMENTS

After a pandemic-hit 2020, vending sees no more than a marginal recovery recovered in 2021
Personal hygiene products grow in popularity
Pandemic drives shift to contactless payments

PROSPECTS AND OPPORTUNITIES

In a saturated market, retail current value sales growth will be marginal
Food and drinks will grow in importance at the expense of tobacco
Contactless and remote payments will become increasingly commonplace

CHANNEL DATA

Table 189 Vending by Category: Value 2016-2021 Table 190 Vending by Category: % Value Growth 2016-2021 Table 191 Vending GBO Company Shares: % Value 2017-2021 Table 192 Vending GBN Brand Shares: % Value 2018-2021 Table 193 Vending Forecasts by Category: Value 2021-2026 Table 194 Vending Forecasts by Category: % Value Growth 2021-2026

E-Commerce (Goods) in Spain

KEY DATA FINDINGS

2021 DEVELOPMENTS

E-commerce continues to expand rapidly
Omnichannel strategies pay off for retail chains
Fast delivery and a high level of trust help Amazon.com reinforce its leadership position

PROSPECTS AND OPPORTUNITIES

Marketplaces and social media will be growth engines
Third-party delivery app Glovo will drive growth in q commerce
Retail chains will continue to shift towards an omnichannel model

CHANNEL DATA

Table 195 E-Commerce (Goods) by Channel and Category: Value 2016-2021 Table 196 E-Commerce (Goods) by Channel and Category: % Value Growth 2016-2021 Table 197 E-Commerce (Goods) GBO Company Shares: % Value 2017-2021 Table 198 E-Commerce (Goods) GBN Brand Shares: % Value 2018-2021 Table 199 Forecast E-Commerce (Goods) by Channel and Category: Value 2021-2026 Table 200 Forecast E-Commerce (Goods) by Channel and Category: % Value Growth 2021-2026

Mobile E-Commerce (Goods) in Spain

KEY DATA FINDINGS

2021 DEVELOPMENTS

Mobile e-commerce now accounts for close to half of all e-commerce
Most local consumers use apps to make mobile purchases
Social media plays an increasingly important role in driving mobile e-commerce sales

PROSPECTS AND OPPORTUNITIES

Mobile e-commerce will account for almost half of all e-commerce by 2026
More e-commerce apps will utilise voice interfaces
Social networks will increasingly be used for sales, as well as marketing

CHANNEL DATA

Table 201 Mobile E-Commerce (Goods): Value 2016-2021 Table 202 Mobile E-Commerce (Goods): % Value Growth 2016-2021 Table 203 Mobile E-Commerce (Goods) Forecasts: Value 2021-2026 Table 204 Mobile E-Commerce (Goods) Forecasts: % Value Growth 2021-2026

Food and Drink E-Commerce in Spain

KEY DATA FINDINGS

2021 DEVELOPMENTS

After a surge in demand due to the pandemic, retail current value sales growth slows significantly
Third-party delivery app Glovo branches out from foodservice delivery into food and drink
Investment in logistics pays off for supermarket chain Mercadona

PROSPECTS AND OPPORTUNITIES

Maturing infrastructure will be the main driver of growth
Click and collect services will proliferate
Delivery times will shorten

CHANNEL DATA

Table 205 Food and Drink E-Commerce: Value 2016-2021 Table 206 Food and Drink E-Commerce: % Value Growth 2016-2021 Table 207 Food and Drink E-Commerce Forecasts: Value 2021-2026 Table 208 Food and Drink E-Commerce Forecasts: % Value Growth 2021-2026
The following categories and subcategories are included:

Retailing

      • Apparel and Footwear Direct Selling
      • Beauty and Personal Care Direct Selling
      • Consumer Electronics Direct Selling
      • Consumer Health Direct Selling
      • Consumer Appliances Direct Selling
      • Food and Drink Direct Selling
      • Home Care Direct Selling
      • Home Improvement and Gardening Direct Selling
      • Homewares and Home Furnishings Direct Selling
      • Media Products Direct Selling
      • Personal Accessories and Eyewear Direct Selling
      • Pet Care Direct Selling
      • Traditional Toys and Games Direct Selling
      • Video Games Hardware Direct Selling
      • Other Direct Selling
      • Apparel and Footwear Homeshopping
      • Beauty and Personal Care Homeshopping
      • Consumer Appliances Homeshopping
      • Consumer Electronics Homeshopping
      • Consumer Health Homeshopping
      • Food and Drink Homeshopping
      • Home Care Homeshopping
      • Home Improvement and Gardening Homeshopping
      • Homewares and Home Furnishings Homeshopping
      • Media Products Homeshopping
      • Personal Accessories and Eyewear Homeshopping
      • Pet Care Homeshopping
      • Traditional Toys and Games Homeshopping
      • Video Games Hardware Homeshopping
      • Other Homeshopping
      • Packaged Drinks Vending
      • Snacks Vending
      • Dairy Products and Alternatives Vending
      • Cooking Ingredients and Meals Vending
      • Staple Foods Vending
      • Personal Hygiene Vending
      • Tobacco Vending
      • Hot Drinks Vending
      • Traditional Toys and Games Vending
      • Other Products Vending
      • Mobile E-Commerce (Goods)
        • Foreign E-Commerce (Goods)
        • Domestic E-Commerce (Goods)
        • Apparel and Footwear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Consumer Health E-Commerce
        • Food and Drink E-Commerce
        • Home Care E-Commerce
        • Home Improvement and Gardening E-Commerce
        • Homewares and Home Furnishings E-Commerce
        • Media Products E-Commerce
        • Personal Accessories and Eyewear E-Commerce
        • Pet Care E-Commerce
        • Traditional Toys and Games E-Commerce
        • Video Games Hardware E-Commerce
        • Other E-Commerce

Retailing

Sales of new and used goods to the general public for personal or household consumption. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts, fuel. Also excludes foodservice, rental and hire and wholesale industries (Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retailing is the aggregation of Store-based retailing and Non-store retailing. Retailing excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, ie retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer which is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retailing. In relation to click and collect purchases (i.e. where purchases are made over the internet but picked up at store) where the sales data is attributed depends on where the payment is made: If payment is made in store, then the sale is included in store-based sales. If payment is made over the internet, then the sale is included in internet retailing.

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This report originates from Passport, our Retailing research and analysis database.

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