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DIY Retailing - Spain - May 2014

This report looks at DIY retailing in Spain:

  • Spain’s DIY landscape is changing fast. Sole traders, small chains and traditional hardware stores came under extreme pressure during the final years of a prolonged recession. They have lost substantial market share since 2010.
  • As consumer confidence improves shoppers may also start to migrate back to out-of-town venues and the hypermarkets.
  • Our consumer research suggests that more people are looking to take on DIY jobs in 2014 and although we’re still forecasting a drop in sector sales this year we expect demand to turn positive thereafter.

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Table of contents

  1. Introduction and Report Scope

      • Defining DIY
        • Definitions
          • Consumer spending – About Mintel’s market size
            • Retail sector
              • Financial definitions
                • Sales per stores, sales per sq m
                  • VAT
                    • Figure 1: European VAT rates, 2011-14
                  • Abbreviations
                    • Country codes
                    • Executive Summary

                      • The market
                        • The specialists sector
                          • The leading specialists
                            • Online
                              • The consumer: Where they shop
                                • The consumer: Shopping habits and attitudes
                                  • What we think
                                  • Consumer Spending and Inflation

                                    • Key points
                                      • Mintel market size: Slowdown in spending contraction expected in 2014
                                          • Figure 2: Spain: DIY products – the Mintel market size (incl. VAT), 2009-14
                                          • Figure 3: Spain: DIY products market size breakdown, 2013
                                        • Spending breakdown
                                            • Figure 4: Spain: Consumer spending in detail (incl. VAT), 2009-14
                                          • Mintel’s market size
                                            • Inflation
                                                • Figure 5: Consumer prices index: Annual % change, DIY categories, 2009-13
                                              • Economy and consumer confidence
                                                  • Figure 6: Spain: Consumer and retailer confidence levels, January 2013-February 2014
                                              • Specialists’ Sales and Forecasts

                                                • Key points
                                                  • Uncertainty lies ahead
                                                    • Figure 7: Spain: DIY retail sales (excl. VAT), 2009-14
                                                    • Figure 8: Spain: DIY retail sales forecasts (excl. VAT), 2014-18
                                                  • Enterprise and outlet numbers
                                                    • Figure 9: Spain: Number of enterprises and outlets in the DIY/hardware specialists sector, 2008-10
                                                    • Figure 10: Retail employment in the DIY/hardware specialists sector 2008-10
                                                • The Leading Specialists: Financials and Outlets

                                                  • Key points
                                                    • Groupe Adeo leads the market
                                                      • Brico Dépôt gains market share
                                                        • BriCor adapts to the current climate
                                                          • Consolidation
                                                            • Figure 11: Spain: Leading DIY specialists, sales, 2011-13
                                                            • Figure 12: Spain: Leading DIY specialists: Outlet numbers, 2011-13
                                                        • The Leading Specialists: Market Shares

                                                            • Figure 13: Spain: Leading DIY specialists: share of spending on DIY products, 2011-13
                                                        • Online

                                                          • Key points
                                                            • 24% buy on the internet
                                                                • Figure 14: Spain: The consumer: Retailers used for online DIY purchases in the past 12 months, February 2014
                                                              • Spain lags behind European average online
                                                                • Figure 15: Spain: Online purchasing, 2008-13
                                                              • Online provision
                                                                • Figure 16: Spain: Major online retailers of DIY and DIY related categories, 2014
                                                              • Online visitor numbers
                                                                • Figure 17: Visitor data for major DIY retail websites, February 2014
                                                            • The Consumer: Where They Shop

                                                              • Key points
                                                                • What we asked
                                                                  • Leroy Merlin: Commanding pole position
                                                                    • Figure 18: Spain: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, February 2014
                                                                  • Online and offline
                                                                      • Figure 19: Spain: The consumer: Retailers used for DIY purchases in the past 12 months, by in-store or online, February 2014
                                                                    • Trend data: 2014 versus 2013
                                                                        • Figure 20: Spain: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, March 2013 and February 2014
                                                                      • Skew to male shoppers
                                                                        • Figure 21: Spain: The consumer: Any bought in the past 12 months, whether in-store or online, by gender, February 2014
                                                                        • Figure 22: Spain: The consumer: Any who bought in the past 12 months from markets and builders merchants, whether in-store or online, by gender, February 2014
                                                                      • Target market aged 25-54
                                                                        • Figure 23: Spain: The consumer: Any who bought in the past 12 months, whether in-store or online, by age group, February 2014
                                                                      • Focusing on those who actually do DIY
                                                                          • Figure 24: Spain: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, by DIY activity in past 12 months, February 2014
                                                                      • The Consumer: Shopping Habits and Attitudes towards DIY

                                                                        • Key points
                                                                          • What we asked
                                                                            • Less than a third of consumer have done DIY in the last year
                                                                                • Figure 25: Spain: The consumer: Shopping habits and attitudes towards DIY, February 2014
                                                                              • Demographics: The young are less interested in home improvement
                                                                                  • Figure 26: Spain: The consumer: Shopping habits and attitudes towards DIY – selected statements on participation, by age group, February 2014
                                                                                • Demographics: Interest in DIY increases in line with income
                                                                                    • Figure 27: Spain: The consumer: Shopping habits and attitudes towards DIY, by affluence, February 2014
                                                                                • Groupe Adeo

                                                                                    • What we think
                                                                                      • Company background
                                                                                        • Company performance
                                                                                          • Figure 28: Groupe Adeo: Group sales performance, 2008-13
                                                                                          • Figure 29: Groupe Adeo: Estimated European sales by country, excl. VAT, 2013
                                                                                          • Figure 30: Groupe Adeo: Outlet data, 2008-13
                                                                                        • Retail offering
                                                                                        • Kingfisher Group

                                                                                            • What we think
                                                                                              • Company background
                                                                                                • Company performance
                                                                                                  • Figure 31: Kingfisher Group: Breakdown of sales, number of stores and total sales area, by country, 2013/14
                                                                                                  • Figure 32: Kingfisher Group: Group financial performance, 2009/10-2013/14
                                                                                                  • Figure 33: Kingfisher Group: Outlet data, 2009/10-2013/14
                                                                                                • Retail offering
                                                                                                  • Sales mix
                                                                                                    • Figure 34: B&Q (UK) and Castorama (France): Sales breakdown, by category, 2013/14
                                                                                                  • Trade revenues
                                                                                                    • Figure 35: Kingfisher UK and France, trade’s proportion of retail sales, 2012/13
                                                                                                  • Own brand
                                                                                                    • Figure 36: B&Q (UK) and Castorama (France): Own-brands’ proportion of sales, 2013/14 (est)
                                                                                                • Appendix – Broader Market Environment

                                                                                                  • Online
                                                                                                    • Figure 37: Europe: Percentage of households with a broadband internet connection, by country, 2009-13
                                                                                                    • Figure 38: Europe: Percentage of all individuals accessing the internet daily, 2009-13
                                                                                                  • Consumer confidence
                                                                                                    • Figure 39: Europe: Consumer confidence levels, April 2013-March 2014
                                                                                                  • Population
                                                                                                    • Figure 40: Europe: Population, total and by age group, 2010
                                                                                                    • Figure 41: Europe: Forecast population, total and by age group, 2015
                                                                                                    • Figure 42: Europe: Forecast population, total and by age group, 2015
                                                                                                  • Gross domestic product
                                                                                                    • Figure 43: Europe: Gross domestic product, at current prices, 2012
                                                                                                    • Figure 44: Europe: Real-terms year-on-year GDP growth, 2009-14
                                                                                                  • Consumer spending
                                                                                                    • Figure 45: Europe: Consumer spending, at current prices, 2012
                                                                                                    • Figure 46: Europe: Real-terms year-on-year growth in consumer spending, 2009-12
                                                                                                  • Inflation
                                                                                                    • Figure 47: Europe: Harmonised indices of consumer prices – annual % change, all items, 2009-13
                                                                                                  • Interest rates
                                                                                                    • Figure 48: Europe: Central bank interest rates, 2009-14
                                                                                                • Appendix – The Consumer – Spain

                                                                                                  • Where they shop
                                                                                                    • Figure 49: Shops used to buy DIY goods, Spain, February 2014
                                                                                                  • Crossed questions
                                                                                                    • Figure 50: Shops used to buy DIY goods, by most popular attitudes towards DIY, Spain, February 2014
                                                                                                    • Figure 51: Shops used to buy DIY goods, by next most popular attitudes towards DIY, Spain, February 2014
                                                                                                    • Figure 52: Shops used to buy DIY goods, by other attitudes towards DIY, Spain, February 2014
                                                                                                  • Demographics
                                                                                                    • Figure 53: Most popular shops used to buy DIY goods – Any, by demographics, Spain, February 2014
                                                                                                    • Figure 54: Next most popular shops used to buy DIY goods – Any, by demographics, Spain, February 2014
                                                                                                    • Figure 55: Other shops used to buy DIY goods – Any, by demographics, Spain, February 2014
                                                                                                    • Figure 56: Most popular shops used to buy DIY goods – In-store, by demographics, Spain, February 2014
                                                                                                    • Figure 57: Next most popular shops used to buy DIY goods – In-store, by demographics, Spain, February 2014
                                                                                                    • Figure 58: Other shops used to buy DIY goods – In-store, by demographics, Spain, February 2014
                                                                                                    • Figure 59: Most popular shops used to buy DIY goods – Online, by demographics, Spain, February 2014
                                                                                                    • Figure 60: Next most popular shops used to buy DIY goods – Online, by demographics, Spain, February 2014
                                                                                                    • Figure 61: Other shops used to buy DIY goods – Online, by demographics, Spain, February 2014
                                                                                                  • Attitudes
                                                                                                    • Figure 62: Attitudes towards DIY, February 2014
                                                                                                  • Crossed questions
                                                                                                    • Figure 63: Attitudes towards DIY, by most popular shops used to buy DIY goods – Any, Spain, February 2014
                                                                                                    • Figure 64: Attitudes towards DIY, by next most popular shops used to buy DIY goods – Any, Spain, February 2014
                                                                                                    • Figure 65: Attitudes towards DIY, by other shops used to buy DIY goods – Any, Spain, February 2014
                                                                                                    • Figure 66: Attitudes towards DIY, by most popular shops used to buy DIY goods – In-store, Spain, February 2014
                                                                                                    • Figure 67: Attitudes towards DIY, by next most popular shops used to buy DIY goods – In-store, Spain, February 2014
                                                                                                    • Figure 68: Attitudes towards DIY, by other shops used to buy DIY goods – In-store, Spain, February 2014
                                                                                                    • Figure 69: Attitudes towards DIY, by most popular shops used to buy DIY goods – Online, Spain, February 2014
                                                                                                    • Figure 70: Attitudes towards DIY, by next most popular shops used to buy DIY goods – Online, Spain, February 2014
                                                                                                  • Demographics
                                                                                                    • Figure 71: Most popular attitudes towards DIY, by demographics, Spain, February 2014
                                                                                                    • Figure 72: Next most popular attitudes towards DIY, by demographics, Spain, February 2014
                                                                                                    • Figure 73: Other attitudes towards DIY, by demographics, Spain, February 2014

                                                                                                Companies Covered

                                                                                                • B&Q (UK & Ireland)
                                                                                                • Homebase Ltd

                                                                                                DIY Retailing - Spain - May 2014

                                                                                                US $1,065.06 (Excl.Tax)