Table of Contents
Overview
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- What you need to know
- Areas covered in this Report
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- Figure 1: Coicop classifications used for the Mintel market size, 2018
Executive Summary
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- The market
- The economy
- Consumer spending
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- Figure 2: Spain: Mintel DIY market size, breakdown by product, 2018
- Market drivers
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- Figure 3: Spain: Tenure types, owners vs tenants, 2009-17
- Sector size and forecast
- Channels of distribution
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- Figure 4: Spain: estimated distribution of DIY spending by channel, 2018
- Companies and brands
- Leading players
- Market shares
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- Figure 5: Spain: Leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2018
- Online
- The consumer
- Where they shop
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- Figure 6: Spain: DIY Retailers bought from in past 12 months, March 2019
- DIY products purchased
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- Figure 7: Spain: DIY products purchased in the past 12 months, by gender, March 2019
- Characteristics associated with DIY retailers
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- Figure 8: Spain: Characteristics associated with DIY retailers, March 2019
- What we think
Issues and Insights
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- From where can the major DIY specialists derive further growth?
- The facts
- The implications
- How are tenure and employment trends likely to impact DIY retailing in Spain?
- The facts
- The implications
The Market – What You Need to Know
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- Spanish economy grows ahead of most other major EU countries
- DIY spending continues to grow
- Housing market heats up
- DIY specialists claw back share
- Specialists still the dominant outlet type
The Economy
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- Figure 9: Spain: Gross Domestic Product at current and constant prices, 2014-18
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Consumer Spending
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- Mintel DIY market size
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- Figure 10: Spain: DIY products – the Mintel market size (incl. VAT), 2014-18
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- Figure 11: Spain: Mintel DIY market size, breakdown by product, 2018
- DIY-related spending categories
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- Figure 12: Spain: Consumer spending in detail (incl. VAT), 2014-18
Market Drivers
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- Housing market
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- Figure 13: Spain: House prices, annual rate of growth, Q3 2016 – Q4 2018
- Home ownership
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- Figure 14: Spain: Tenure types, owners vs tenants, 2009-17
- Figure 15: Spain: Home ownership levels by type of household, 2009-17
- Consumer confidence
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- Figure 16: Spain: consumer confidence indicator, May 2018-March 2019
- Consumer spending plans
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- Figure 17: Spain: Consumers’ planned spending on housing and home in the next 12 months, April 2015-January 2019
Sector Size and Forecast
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- DIY specialists claw back share
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- Figure 18: Spain: specialist DIY retailers, sales (excl. VAT), 2014-18
- Figure 19: Spain: specialist DIY retailers, forecast sales (excl VAT), 2019-23
Inflation
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- Figure 20: Spain: Consumer prices of DIY-related categories, annual % change, 2014-18
- Figure 21: Spain: Consumer prices of DIY related categories, annual % change, January 2018-February 2019
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Channels of Distribution
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- Specialists still the dominant outlet type
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- Figure 22: Spain: estimated distribution of DIY spending by channel, 2018
Companies and Brands – What You Need to Know
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- ADEO dominant
- Optimus is leading buying group
- Signs of stress among smaller players
- Adeo takes more than a third of specialists’ sales
- Online sales still below average
Leading Players
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- ADEO dominant
- Kingfisher exits to focus on markets where it leads or could lead
- Optimus is leading buying group
- Bauhaus may benefit from Kingfisher exit?
- Signs of stress among smaller players
- Spain was one of the better-performing markets for ManoMano in 2018
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- Figure 23: Spain: Leading specialist DIY retailers, sales, 2014-18
- Figure 24: Spain: Leading specialist DIY retailers, outlets, 2014-18
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- Figure 25: Spain: Leading specialist DIY retailers, sales per outlet, 2014-18
Market Shares
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- Trade sales
- ADEO takes more than a third of specialists’ sales
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- Figure 26: Spain: Leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2014-18
Online
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- Online activity
- Shopping online
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- Figure 27: Spain: Goods bought online in the last 12 months, 2014-18
- Online sales of DIY
- Leading online players
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- Figure 28: Spain: Leading DIY retailers’ online activities, 2019
The Consumer – What You Need to Know
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- Leroy Merlin by far the most popular DIY store
- Purchases tend to be biased to simpler DIY tasks
- Convenience is key
Where They Shop for DIY
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- Leroy Merlin by far the most popular DIY store
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- Figure 29: Spain: DIY Retailers bought from in past 12 months, March 2019
- Trend data
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- Figure 30: Spain: DIY retailers used in the last 12 months, 2015-19
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- Figure 31: Spain: DIY retailers used in the last 12 months, 2015-19
- Customer profiles by retailer used
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- Figure 32: Spain: Profile of DIY shoppers by retailer used, March 2019
DIY Products Purchased
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- Purchases tend to be biased to simpler DIY tasks
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- Figure 33: Spain: DIY products purchased in the past 12 months, by gender, March 2019
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- Figure 34: Spain: Profile of DIY buyers by products bought in the past 12 months, March 2019
- What they bought by where they shop for DIY
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- Figure 35: Spain: Selected DIY products bought by where they shop for DIY, March 2019
Characteristics Associated With DIY Retailers
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- Convenience is key
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- Figure 36: Spain: Characteristics associated with DIY retailers, March 2019
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- Figure 37: Spain: Characteristics associated with DIY retailers by retailer shopped: convenient, March 2019
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- Figure 38: Spain: Characteristics associated with DIY retailers by retailer shopped: inspiring and innovative with DIY stores, March 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
ADEO
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- What we think
- Rebuilding the idea of what a DIY store is
- Format segmentation in Spain
- Phasing out AKI brand
- Company background
- Company performance
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- Figure 39: Adeo: Group sales performance, 2014-18
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- Figure 40: Adeo: outlet data, 2014-18
- Retail offering
- Leroy Merlin
- Other fascia
Bauhaus
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- What we think
- Increasing online presence
- Caution when it comes to geographical expansion
- Company background
- Company performance
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- Figure 41: Bauhaus: Group sales performance, 2014-18
- Figure 42: Bauhaus: Outlet data, 2014-18
- Retail offering
Kingfisher Group
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- What we think
- Unified product range resonating with customers
- Stronger digital offer boosting e-commerce
- Everyday low-price proposition
- Trialling new urban proximity store concept
- Screwfix powering ahead thanks to fast growth in m-commerce
- Embracing sustainable practices and environmental governance
- Company background
- Company performance
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- Figure 43: Kingfisher Group: Group financial performance, 2014/15-2018/19
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- Figure 44: Kingfisher Group: Outlet data, 2014/15-2018/19
- Retail offering
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