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
Executive Summary
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- The market
- Consumer spending
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- Figure 2: Spain: trends in annual consumer spending on DIY and all items, 2016-20
- Sector size and forecast
- Channels of distribution
- Companies and brands
- Key metrics
- Market shares
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- Figure 3: Spain: leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2020
- Online
- The consumer
- Where they shop for DIY products
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- Figure 4: Spain: retailers used to purchase DIY products in the last 12 months, March 2021
- COVID-19 related attitudes and behaviours in DIY
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- Figure 5: Spain: COVID-19-related attitudes and behaviours in DIY, March 2021
- Interest in DIY innovations
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- Figure 6: Spain: interest in DIY innovations, March 2021
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 7: Short, medium and long term impact of COVID-19 on DIY retailing, May 2021
- Opportunities and threats
- Online advances by several years due to COVID-19 restrictions
- Leveraging the power of technology to enhance service
- AR can help customers visualise the products in situ
- Using apps to ride on the convenience trend
- COVID-19 brings a wave of new demand
- New store formats, new opportunities
- Concessions provide opportunities with one-stop shoppers
- Smaller specialists could suffer
- Competition from online and non-specialists is greater than ever
- How long will interest in DIY projects remain elevated?
- How COVID-19 will reshape the industry
- Rapid delivery could be a key differentiator moving forward
- Eco-friendly credentials and sustainability could gain further traction
- Community and localism here to stay
- Discounters could strengthen their position in DIY
- Physical and digital merge providing a feeling of shopping in-store from home
- The impact of COVID-19 on consumer behaviour across Europe
- COVID-19 concerns remain steady
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- Figure 8: Europe: those extremely worried about the risk of being exposed to COVID-19, March 2020-May 2021*
- Impact of COVID on unemployment: worst could be yet to come?
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- Figure 9: Europe: financial impact of COVID-19, March 2021*
- Consumers in Spain and Italy most likely to have cut back on non-essential spending
- Consumers in mainland Europe most concerned about time spent in-store
- Click and collect enhances online capacity
- Contactless payment booms
- Staying closer to home benefits local businesses
- Online shopping grows in popularity
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- Figure 10: Europe: changes to shopping behaviour since the start of the COVID-19 outbreak, May 2021*
- Home and garden products generally not a spending priority but DIY the exception
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- Figure 11: Net balance* of expected spending on selected items in the next month, May 2021**
- Mainland Europeans more pessimistic about home and garden spending than British
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- Figure 12: Europe: expected spending on home and garden products in the next month, May 2021*
- How the crisis is impacting on key consumer segments
- Women are more concerned about the virus
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- Figure 13: Europe: those extremely worried about the risk of being exposed to COVID-19, by gender and age, May 2021*
- Women most likely to be shopping more online in all countries
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- Figure 14: Europe: consumers shopping more online, by gender and age, May 2021*
- Younger age groups keener on click and collect
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- Figure 15: Europe: consumers using click-and-collect more, by gender and age, May 2021*
- Women and older people most likely to limit time in-store
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- Figure 16: Europe: consumers trying to limit the time they spend in-store, by gender and age, May 2021*
- Spanish consumers most likely to be shopping local
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- Figure 17: Europe: consumers shopping more from local businesses, by gender and age, May 2021*
- COVID-19: market context
- France
- Germany
- Italy
- Spain
- UK
Issues and Insights
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- COVID-19 brings online shopping boom
- Lockdown brings renewed interest in home improvement and doing it yourself
The Market – Key Takeaways
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- The economy was hit hard by the pandemic
- DIY market grew 10% in 2020
- Specialist DIY retailers decline, but much less than the retail sector as a whole
- Most spending still goes through the big sheds
- The housing market is shifting
Consumer Spending
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- COVID-19 hits the economy hard
- Mintel DIY market size
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- Figure 18: Spain: DIY products – The Mintel market size (including VAT), 2016-20
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- Figure 19: Spain: Mintel DIY market size: estimated breakdown by product category, 2020
- DIY-related spending categories
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- Figure 20: Spain: consumer spending in detail (including VAT), 2016-20
Market Drivers
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- Home ownership
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- Figure 21: Spain: tenure types: owners vs tenants, % of households 2011-19
- Consumer spending plans
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- Figure 22: Spain: consumers’ planned spending on housing and home, Q1 2018-Q2 2021
Sector Size and Forecast
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- Specialist DIY retailers sales decline, but much less than total retail sector
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- Figure 23: Spain: DIY specialists, sales (excluding VAT), 2016-20
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- Figure 24: Spain: DIY specialists, forecast sales (excluding VAT), 2021-25
Inflation
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- Figure 25: Spain: consumer prices* of DIY-related categories, annual % change, 2015-20
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- Figure 26: Spain: consumer prices* of DIY related categories, annual % change, January 2020-March 2021
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Channels of Distribution
Companies and Brands – Key Takeaways
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- Digital sales push helps Leroy Merlin maintain market leadership
- Strong recovery in the second-half prompts Kingfisher about-turn
- COVID-19 pandemic accelerates demise of Bricor stores
- DIY specialists’ sector sales increasingly concentrated
- Leading DIY specialists’ aggregate share falls on back of COVID restrictions
- Online DIY sales accelerate
Leading Players
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- Mixed fortunes for sector’s leading specialists
- Leroy Merlin triples online sales growth
- Kingfisher’s Iberia exit U-turn
- Bauhaus tapping into tool rental opportunity
- ManoMano sales accelerate 120%
- Out-of-town location helps lift Brico Centro sales 35%
- Bricoking bets on virtual store to drive sales during COVID-19 lockdown
- Continuous losses force ECI to downsize Bricor brand
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- Figure 27: Spain: leading specialist DIY retailers: sales, 2016-20
- Leroy Merlin €67 million branch redesign and store expansion
- Bricomart opens its 29th store
- Last remaining Bricor store to close in September 2021
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- Figure 28: Spain: leading specialist DIY retailers: outlet numbers, 2016-20
Market Shares
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- Leading brands tighten their grip on sector sales in 2020...
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- Figure 29: Spain: leading specialist DIY retailers’ estimated shares of all DIY specialists’ sales, 2016-20
- ...but their share of all DIY spending falls as a result of restrictions
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- Figure 30: Spain: leading retailers’ estimated share of all DIY spending, 2016-20
Online
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- Online retailing in Spain
- Shopping online
- Online sales of DIY
- Leading online players
The Consumer – Key Takeaways
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- 82% of consumers bought DIY products in the last year
- Older consumers fuelling the switch to buying DIY products online
- Leroy Merlin the most popular destination to purchase DIY
- Amazon the most popular online destination for DIY purchases
- Consumers put an emphasis on home improvement during COVID-19 pandemic
- Women interested in smartphone-enabled DIY innovations to assist shopping experience
Who Shops for DIY Products
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- Purchasing slightly higher among men than women, but females aged 16-34 are the single biggest buyers
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- Figure 31: Spain: DIY/home improvement products shoppers, by gender and age, March 2021
- Homeowners and more affluent consumers the biggest purchasers of DIY and home improvement products
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- Figure 32: Spain: DIY/home improvement products shoppers, by net monthly household income and housing situation, March 2021
- Stores remain paramount in purchasing process, albeit with reduced popularity
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- Figure 33: Spain: channels used to purchase DIY products in the past year, by age group, March 2021
- Significant shift in more at risk older consumers purchasing DIY and home improvement products online
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- Figure 34: Spain: channels used to purchase DIY products in the past year, by gender and age, March 2021
Where They Shop for DIY Products
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- Leroy Merlin by far the most popular DIY destination
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- Figure 35: Spain: retailers used to purchase DIY products in the last 12 months, March 2021
- Amazon ideally positioned to capitalise on shift to shopping online
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- Figure 36: Spain: retailers used to purchase DIY products in the last 12 months, in-store or online, March 2021
- Trend data
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- Figure 37: Spain: where DIY/home improvement products were bought in the last 12 months, leading specialists and non-specialists, 2017-21*
COVID-19 Related Attitudes and Behaviours in DIY
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- Extended periods at home spark heightened appreciation of living space
- Consumers find time to carry out home improvement projects by themselves
- COVID-19 outbreak drives online buying and one-stop shopping to minimise the risk of contagion
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- Figure 38: Spain: COVID-19-related attitudes and behaviours in DIY, March 2021
Interest in DIY Innovations
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- Strong appetite for online how-to tutorials
- Specialist DIY outlet areas in supermarkets
- Technology to aid the in-store shopping experience
- Assistance to help overcome the pitfalls of online shopping
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- Figure 39: Spain: interest in DIY innovations, March 2021
- Women interested in smartphone-enabled DIY shopping innovations
- Men keen on in-store DIY concessions
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- Figure 40: Spain: interest in DIY innovations, by gender, March 2021
Appendix – Data Sources and Abbreviations
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- Abbreviations
- Data sources
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