Table of Contents
Overview
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- What you need to know
- Key issues covered in this Report
- Areas covered in this report
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- Figure 1: Coicop classifications used for the Mintel market size, 2019
Executive Summary
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- The market
- Consumer spending
- Sector size and forecast
- Channels of distribution
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- Figure 2: Spain: estimated distribution of DIY spending by channel, 2019
- Companies and brands
- Key metrics
- Market shares
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- Figure 3: Spain: Leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2019
- Online
- The consumer
- Where they shop
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- Figure 4: Spain: retailers used to buy DIY goods in the past 12 months, whether in-store or online, March 2020
- DIY projects carried out
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- Figure 5: Spain: DIY Projects undertaken in the last 12 months, March 2020
- Behaviours when planning a DIY project
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- Figure 6: Spain: behaviours when planning a DIY project, March 2020
- Sources of inspiration for DIY projects
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- Figure 7: Spain: where they look for inspiration, March 2020
- What we think
The Impact of COVID-19 on DIY Retailing
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- Short, medium and long-term impact on the sector
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- Figure 8: Short, medium and long term impact of COVID-19 on DIY retailing, May 2020
- Opportunities and threats
- Seizing the online opportunity
- Moving from ‘Do It for Me’ to ‘Do It Yourself’
- Retailers must rise to the challenge of socially-distanced shopping
- Adapting services to the ‘new-normal’
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- Figure 10: B&Q stores offering remote advice in the UK, May 2020
- Community, co-operation and ethical considerations come to the fore
- Impact on the DIY retailing sector
- Leading players will have to adapt to the changes in the market
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- Figure 11: Europe: Specialist DIY retailers’ sales and forecast sales, 2014-24
- Figure 12: Europe: Detailed specialist DIY retailers’ sales and forecast sales, by country, 2018-24
- The impact of COVID-19 on consumer behaviour across Europe
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- Figure 13: Europe: Those extremely worried about the risk of being exposed to COVID-19, March, April and May 2020*
- Spending priorities during lockdown
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- Figure 14: Europe: Changes made to lives as a result of the COVID-19, May 2020*
- Spending intentions for home and garden products
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- Figure 15: Europe: spending intentions for home and garden products in the next month, May 2020*
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- Figure 16: Europe: Net balance of expected spending* on home and garden products, May 2020**
- How the crisis will affect key consumer segments
- Older age groups most concerned about becoming infected and changes to lifestyle
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- Figure 17: Europe: Those extremely worried about the risk of being exposed to COVID-19, by gender and age, May 2020*
- Spending on home and garden products will be subdued in the short term
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- Figure 18: Europe: Net balance of expected spending* on home and garden products, by age, May 2020**
- Online shopping growth opportunities
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- Figure 19: Europe: Proportion of shoppers who increased their online shopping, by age, May 2020*
- Online shift is about more than just having an online shop
Issues and Insights
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- COVID-19 set to have major impact on Spanish DIY retailers’ sales
- The growing importance of online for DIY retailers
- The facts
- The implications
- How can retailers enable more DIYers?
- The facts
- The implications
The Market – What You Need to Know
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- Heading back to recession?
- Growth in DIY spending was slowing
- Growth from the middle of the decade has helped DIY retailers
- Specialists are the primary channel
- Consumer spending
- Crash looming
- But of limited duration?
- Mintel DIY market size
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- Figure 20: Spain: DIY products – the Mintel market size (incl. VAT), 2015-19
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- Figure 21: Spain: Mintel DIY Market size: breakdown by product category, 2019
- DIY-related spending categories
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- Figure 22: Spain: Consumer spending in detail (including VAT), 2015-19
Market Drivers
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- Home ownership
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- Figure 23: Spain: Tenure types: owners vs tenants, % of households 2010-18
- Consumer spending plans
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- Figure 24: Spain: Consumers’ planned spending on housing and home, Q1 2017- Q1 2020
Sector Size and Forecast
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- DIY sector has benefitted from economic recovery
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- Figure 25: Spain: DIY specialists, sales (excl. VAT), 2015-19
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- Figure 26: Spain: DIY specialists, Forecast sales (excl. VAT), 2020-24
Inflation
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- Figure 27: Spain: Consumer prices* of DIY-related categories, annual % change, 2015-19
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- Figure 28: Spain: Consumer prices* of DIY related categories, annual % change, January 2019-February 2020
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Channels of Distribution
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- Figure 29: Spain: estimated spending on DIY products by channels of distribution, 2019
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Companies and Brands – What You Need to Know
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- The DIY sector is consolidating
- No buyer for Kingfisher’s Brico Depôt chain
- Smaller players struggling
- ADEO growing share as other plateau
- Online small but growing
Leading Players
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- COVID-19
- A consolidating market
- ADEO extending its lead
- No buyer for Kingfisher’s Brico Depôt chain
- Bauhaus a minor player
- Smaller operations struggling
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- Figure 30: Spain: Leading specialist DIY retailers, sales, 2015-19
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- Figure 31: Spain: Leading specialist DIY retailers, outlet numbers, 2015-19
- Sales per outlet
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- Figure 32: Spain: Leading specialist DIY retailers, sales per outlet, 2015-19
Market Shares
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- Figure 33: Spain: Leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2015-19
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Online
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- Online activity
- Shopping online
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- Figure 34: Spain: Online purchasing, 2010-19
- Online sales of DIY
- Leading online players
The Consumer – What You Need to Know
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- Important note
- DIY is a popular activity
- Over half shop online
- Three-quarters improved their home over the last year
- Price comparison is a key part of the planning process
- Almost half are inspired by DIY stores
Where They Shop for DIY
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- Two-thirds of Spaniards had bought DIY in the last year
- Leroy Merlin leads but is challenged by hypermarkets and Amazon
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- Figure 35: Spain: retailers used to buy DIY goods in the past 12 months, whether in-store or online, March 2020
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- Figure 36: Spain: retailers used to buy DIY goods in the past 12 months, whether in-store or online, gender split, March 2020
- In-store vs online
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- Figure 37: Spain: retailers used to buy DIY goods in the past 12 months, in-store vs online, March 2020
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- Figure 38: Spain: profile of DIY buyers by retailer used (in-store and online), March 2020
- Leroy Merlin attracts more home-owners than any other retailer
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- Figure 39: Spain: retailers used to buy DIY goods in the past 12 months, homeowners versus renters, March 2020
DIY Projects Carried Out
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- Figure 40: Spain: DIY Projects undertaken in the last 12 months, March 2020
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- Figure 41: Spain: DIY Projects undertaken in the last 12 months, Renters vs Owners, March 2020
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Behaviours When Planning a DIY Project
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- Figure 42: Spain: behaviours when planning a DIY Project, March 2020
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Sources of Inspiration for DIY Projects
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- Figure 43: Spain: where they look for inspiration, March 2020
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- Figure 44: Spain: where they look for inspiration, by age and gender, March 2020
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Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
ADEO
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- What we think
- New city centre kitchen showroom concept
- Simplifying the shopping experience
- Expanded services offering in Spain
- Curated offering via ‘how to’ tutorials
- COVID-19 response: conversational bots and drive-through to cope with expanded online demand
- Company background
- Company performance
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- Figure 45: ADEO: Estimated group sales performance, 2015-19
- Figure 46: ADEO: Estimated outlet data, 2015-19
- Retail offering
- Leroy Merlin
- Other fascia
Bauhaus
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- What we think
- Making the shopping process efficient and time-saving
- Differentiated product offering
- Dynamic in-store pricing frees up staff to spend more time assisting customers
- New store openings in Germany and abroad
- Gardening pop-up store in high footfall shopping mall
- COVID-19 response
- Company background
- Company performance
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- Figure 47: Bauhaus: Estimated group sales, 2015-19
- Figure 48: Bauhaus: Estimated store data, 2015-19
- Retail offering
Kingfisher Group
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- What we think
- Urban proximity store format rollout to make DIY shopping more convenient
- Performance of Castorama and Brico Dépôt in France a major disappointment
- New group ecommerce director to drive digital capability growth
- Refreshed kitchen offering
- Response to COVID-19 and a new contactless click-and-collect scheme
- Company background
- Company performance
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- Figure 49: Kingfisher Group: Group financial performance, 2015/16-2019/20
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- Figure 50: Kingfisher Group: outlet data, 2015/16-2019/20
- Retail offering
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