Table of Contents
Overview
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- What you need to know
- Areas covered in this Report
Executive Summary
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- The market
- Consumer spending
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- Figure 1: Spain: spending on DIY products, 2012-18
- Market drivers
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- Figure 2: Spain: house prices, 2006-17
- Consumer spending plans
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- Figure 3: Spain: consumers’ planned spending on housing and home, Q4 2014-Q1 2018
- Sector size and forecast
- Channels of distribution
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- Figure 4: Spain: estimated channels of distribution for DIY spending, 2017
- Companies and brands
- Leading players
- Market shares
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- Figure 5: Spain: leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2017
- Online
- The consumer
- Where they shop for DIY
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- Figure 6: Spain: retailers used for DIY shopping (in the last 12 months, whether in-store or online, March 2018
- Factors influencing where they shop for DIY
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- Figure 7: Spain: factors influencing where they shop for DIY, March 2018
- Attitudes to DIY
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- Figure 8: Spain: attitudes to DIY, March 2018
- What we think
Issues and Insights
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- Spain’s DIY market has potential
- The facts
- The implications
- The time is ripe for rationalisation
- The facts
- The implications
The Market – What You Need To Know
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- Spending on DIY growing
- Housing market starting its recovery
- Increasing spending plans
- DIY sector performing well
- DIY specialists dominate
Consumer Spending
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- Mintel DIY market size
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- Figure 9: Spain: DIY products – The Mintel market size (incl. VAT), 2013-18
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- Figure 10: Germany: Mintel DIY market size: breakdown by product category, 2017
- DIY-related spending categories
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- Figure 11: Spain: consumer spending in detail (incl. VAT), 2012-17
Market Drivers
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- Housing market
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- Figure 12: Spain: house prices, annual rate of growth, 2015 Q2-2017 Q3
- Home ownership
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- Figure 13: Spain: tenure types, owners vs tenants, 2008-16
- Figure 14: Spain: home ownership levels by type of household, 2008-16
- Consumer confidence
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- Figure 15: Spain: consumer confidence indicator, 2017-18
- Consumer spending plans
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- Figure 16: Spain: consumers’ planned spending on housing and home, Q4 2014-Q1 2018
Sector Size and Forecast
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- Figure 17: Spain: specialist DIY retailers, sales (excl. VAT), 2012-17
- Figure 18: Spain: specialist DIY retailers, forecast sales (excl. VAT), 2018-22
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Inflation
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- Figure 19: Spain: consumer prices of DIY-related categories, annual % change, 2013-17
- Figure 20: Spain: consumer prices of DIY-related categories, annual % change, Jan 2017-Mar 2018
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Channels of Distribution
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- Figure 21: Spain: estimated channels of distribution for DIY spending, 2017
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Companies and Brands – What You Need To Know
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- Fragmented market
- Signs of distress
- ADEO in the lead
- Online small in Spain
Leading Players
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- ADEO in the lead
- Other significant players
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- Figure 22: Spain: leading specialist DIY retailers, sales, 2013/14-2017/18
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- Figure 23: Spain: leading specialist DIY retailers, outlets, 2013/14-2017/18
- Figure 24: Spain: leading specialist DIY retailers, sales per outlet, 2013/14-2017/18
Market Shares
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- Trade sales
- Still a very fragmented sector
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- Figure 25: Spain: leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2013/14-2017/18
Online
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- Online activity
- Shopping online
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- Figure 26: Spain: online purchasing in the last 12 months, 2008-17
- Online sales
- Leading online players
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- Figure 27: Spain: retailers used to buy DIY goods in the past 12 months, online, March 2018
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- Figure 28: Spain: leading players online activities, 2018
The Consumer – What You Need To Know
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- Leroy Merlin the most used DIY retailer in the past year
- Biggest threat to Leroy Merlin comes from non-specialists
- Spaniards place most importance on product quality…
- …but price is still a major factor too
- Increased internet access offers opportunities
- Gender imbalance needs addressing
Where They Shop For DIY
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- More than eight out of ten Spaniards bought DIY goods in the past year
- Specialist, LM leads but challenged by hypermarkets and Amazon
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- Figure 29: Spain: retailers used to buy DIY goods in the past 12 months, whether in-store or online, March 2018
- Amazon is leading online outlet for DIY goods
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- Figure 30: Spain: retailers used to buy DIY goods in the past 12 months, by in-store or online, March 2018
- Hypermarkets and Amazon customers closest in profile to Leroy Merlin
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- Figure 31: Spain: profile of DIY buyers by retailer used, March 2018
- Renters more likely to buy from hypermarkets than Leroy Merlin
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- Figure 32: Spain: retailers used to buy DIY goods in the past 12 months, homeowners versus renters, March 2018
Factors Influencing Where They Shop For DIY
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- Spaniards place most importance on product quality
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- Figure 33: Spain: factors influencing where they shop for DIY, March 2018
- Younger buyers are the most demanding
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- Figure 34: Spain: factors influencing where they shop for DIY, by age group, March 2018
- Important factors by retailer used
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- Figure 35: Spain: factors influencing where they shop for DIY, by retailers used for DIY shopping in the last 12 months, March 2018
Attitudes to DIY
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- Increased internet access opens up opportunities
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- Figure 36: Spain: attitudes to DIY, March 2018
- Gender divide?
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- Figure 37: Spain: attitudes to DIY, by gender, March 2018
- Strong interest in value-added services among DIY specialist shoppers
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- Figure 38: Spain: attitudes to DIY, by retailers used for DIY shopping in the last 12 months, March 2018
Appendix – Data Sources, Abbreviations And Supporting Information
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- Abbreviations
- Data sources
ADEO
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- What we think
- Leroy Merlin outpacing all competitors
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- Figure 39: Leroy Merlin France: customer profile, March 2018
- Management changes signal change in strategy
- Aki and Leroy Merlin to merge in Spain and Portugal
- Enki
- Company background
- Company performance
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- Figure 40: ADEO: group sales performance, 2013-17
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- Figure 41: ADEO: outlet data, 2013-17
- Retail offering
- Leroy Merlin
- Other fascia
Bauhaus
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- What we think
- Germany still at the heart of the business
- Online growth set to drive shift in store formats
- First compact store to open in Sweden in 2018
- What next?
- Company background
- Company performance
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- Figure 42: Bauhaus: group sales performance, 2013-17
- Figure 43: Bauhaus: outlet data, 2013-17
- Retail offering
Kingfisher Group
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- What we think
- Still early days
- ONE Kingfisher driven by unifying product ranges
- Digital overhaul helps boost e-commerce
- Operational efficiencies have their part to play too
- Increased urbanisation presents challenges
- A new format?
- What next?
- Company background
- Company performance
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- Figure 44: Kingfisher Group: group financial performance, 2013/14-2017/18
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- Figure 45: Kingfisher Group: outlet data, 2013/14-2017/18
- Retail offering
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