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DIY Retailing - Spain - May 2015

INTRODUCTION
A retail creation
Consumer questions
Report scope and technical notes
Defining DIY
Definitions – Mintel’s market size
Figure 1: Categories included in Mintel’s market estimate, 2015
Retail sector
Financial definitions
VAT
Figure 2: European VAT rates. 2010-2014
Abbreviations
Country codes
EXECUTIVE SUMMARY
Spending and inflation
Figure 3: Spain: DIY market as % of all consumer spending, 2010-15
Figure 4: Spain: Spain: Harmonised indices of consumer prices for core DIY categories – Annual % change,
Sector size and forecast
The leading specialists
Online
The consumer: where they shop
The consumer: shopping habits and attitudes
What we think
ISSUES AND INSIGHTS
Will consumers start to turn more to advisory services?
The facts
The implications
What are the prospects for non-specialists?
The facts
The implications
CONSUMER SPENDING AND INFLATION
Key points
Mintel DIY market size: Returns to growth in 2014
Figure 5: Spain: DIY products – the Mintel market size (incl. VAT), 2010-15
Figure 6: Spain: DIY products market size breakdown, 2014
DIY-related spending categories
Figure 7: Spain: Consumer spending on DIY-related categories (incl. VAT), 2010-15
Inflation
Figure 8: Spain: Harmonised indices of consumer prices for DIY-related categories – Annual % change,
Figure 9: Spain: Harmonised indices of consumer prices for DIY categories – Annual % change, Jan 2014-March 2015
Figure 10: Spain: Harmonised indices of consumer prices for DIY-related categories – Annual % change, Jan 2014-March 2015
Economy and consumer confidence
Figure 11: Spain: Consumer and retailer confidence levels, January 2014 – April 2015
SPECIALISTS SALES AND FORECASTS
Key points
Caution the watchword
Figure 12: Spain: DIY retail sales (excl. VAT), 2010-15
Figure 13: Spain: DIY retail sales forecasts (excl. VAT), 2015-19
LEADING SPECIALISTS – FINANCIALS AND OUTLETS
Key points
Groupe Adeo leads the market
Brico Dépôt continues to gain ground
BriCor focuses on store implants
Consolidation
Co-operatives up their game
Figure 14: Spain: Leading DIY specialists, sales, 2011-14
Figure 15: Spain: Leading DIY specialists: Outlet numbers, 2011-14
MARKET SHARES
Figure 16: Spain: Leading DIY specialists: Share of DIY sector sales , 2011-14
ONLINE
34% buy on the internet
Figure 17: Spain: The consumer: Where they bought online in the past 12 months, March 2015
Spain still lags behind European average online
Figure 18: Spain: Online purchasing, 2009-14
Online provision
Figure 19: Spain: Major online retailers of DIY and DIY-related categories, 2015
Online visitor numbers
Figure 20: Visitor data for major DIY retail websites, September 2014
THE CONSUMER – WHERE THEY SHOP
Key points
What we asked
Leroy Merlin: commanding pole position
Non-specialists play an important role in the market
Figure 21: Spain: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, March 2015
Online and offline
Figure 22: Spain: The consumer: Retailers used for DIY purchases in the past 12 months, by in-store or online, March 2015
Trend data: 2013-2015
Figure 23: Spain: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, March 2013, February 2014 and March 2015
Little gender bias
Figure 24: Spain: The consumer: Bought from a specialist or non-specialist in the past 12 months, in-store or online, by gender, March 2015
Buying peaks among 35-44 year olds
Figure 25: Spain: The consumer: Bought from a specialist in the past 12 months, in-store or online, by age group, March 2015
Regional strengths
Figure 26: Spain: The consumer: Any bought from selected specialists in the past 12 months, by region, March 2015
THE CONSUMER – SHOPPING HABITS AND ATTITUDES
Key points
What we asked
Level of home maintenance/improvement in the last year
A majority of people just doing the basics
Figure 27: Spain: The consumer: Shopping habits in the past year, March 2015
35-44s target audience
Figure 28: Spain: The consumer: Those undertaking light home improvement tasks, by age, March 2015
Figure 29: Spain: The consumer: Shopping habits in the past year by where they shopped, March 2015
DIY/home improvement plans over the next 12 months
More people plan to DIY than hire tradesmen
Figure 30: Spain: The consumer: DIY/Home improvement plans in the next 12 months, March 2015
More men than women plan to undertake home improvements
Figure 31: Spain: The consumer: Those planning to buy and do the job themselves in the next 12 months, by gender, age and region, March 2015
Areas of spending in the next 12 months
Changing needs and lifestyles
Figure 32: Spain: The consumer: Areas of spending in the next 12 months, March 2015
Watching the bills
Investing in the home
Figure 33: Spain: The consumer: Those planning to spend on energy efficiency changes in the next 12 months, March 2015
Market drivers
Price is the most important driver
Figure 34: Spain: The consumer: Market drivers, March 2015
Age differences
Figure 35: Spain: Those choosing price as most important driver, by age, March 2015
Figure 36: Spain: Those choosing good choice of products/brands as most important driver, by age, March 2015
GROUPE ADEO
What we think
Is France saturated ?
Looking for growth internationally
Commitment to e-commerce and innovative services
Company background
Company performance
Figure 37: Groupe Adeo: Group sales performance, 2010-14
Figure 38: Groupe Adeo: Estimated European sales by country, excl. VAT, 2013-14
Figure 39: Groupe Adeo: Retail formats, 2015
Figure 40: Groupe Adeo: Outlet data, 2010-14
Retail offering
Leroy Merlin
Other fascia
BAUHAUS
What we think
Targeted development of new sites
International growth opportunities
Considered country-specific product range
Making DIY shopping easier offline
Company background
Company performance
Figure 41: Bauhaus: Estimated group sales performance, 2009-14
Figure 42: Bauhaus: Estimated outlet data, 2009-14
Retail offering
KINGFISHER GROUP
What we think
One Kingfisher
Risky
Online
Caution
Outlook for DIY
Where next
Company background
Company performance
Figure 43: Kingfisher, like-for-like sales growth by country, 2014/15
Figure 44: Kingfisher Group: Group financial performance, 2010/11-2014/15
Figure 45: Kingfisher Group: Outlet data, 2010/11-2014/15
Retail offering
Figure 46: B&Q (UK) and Castorama (France): sales breakdown, by category, 2014/15

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