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DIY Retailing - Spain - May 2015

As the economic recovery takes hold consumer confidence is growing and the housing market is starting to pick up after a seven-year slump. We think this will encourage people to start investing more in basic home maintenance as well as bigger home improvement projects.

But the last thing Spain needs is another property boom. The banks may be easing their lending criteria and the retail trading climate is becoming more benign but people are unlikely to forget just how far the value of their homes fell.

This report provides data on spending on DIY goods, DIY specialists' sales, leading specialists' sales performance and online activity. In our consumer research for this report we asked which retailers consumers had bought DIY goods from in the last year, both online and in-store, and we asked which factors determined their choice of DIY retailer. We also asked what DIY our respondents had carried out over the previous year and what DIY plans they had for the coming year.

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Table of contents

  1. 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

                                                                                                                                                                Companies Covered

                                                                                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                                                                                DIY Retailing - Spain - May 2015

                                                                                                                                                                £995.00 (Excl.Tax)