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Home Shopping - Spain - March 2009

Mintel’s report “Home Shopping in Europe” in 2009 covers the 19 largest home shopping markets in Europe. We focus on the principal economies of Western Europe plus the Czech Republic, Hungary and Poland.

The reports for the UK, Germany, France, Spain, and Italy are available separately. All other countries are only available in the single copy 19-country version. But it is this report that gives the full overview of home shopping in Europe.

In this report we use data provided by the leading European trade associations EMOTA and FEDSA. The European Mail Order Trade Association (EMOTA) is the main representative body of the mail order industry in Europe. EMOTA comprises 18 national trade associations. The Federation of European Direct Selling Associations represents the direct selling associations in Europe. It consists of 27 country member associations and we are grateful to FEDSA for allowing us to quote its data.

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Table of contents

  1. Market in Brief

    • The future
      • Market size and performance
        • Competitive landscape
        • Report Scope

            • Technical notes
              • Market definitions
                • E-commerce
                  • Mail order
                    • Direct selling
                      • Direct response
                        • Television shopping
                          • Market shares
                            • Company profiles
                              • Abbreviations
                                • Financial definitions
                                  • Currencies
                                    • Figure 1: Exchange rates, € to other European currencies, 2004-08
                                  • Country codes
                                    • Figure 2: Country codes
                                  • VAT
                                    • Figure 3: Europe: Standard VAT rates, 2008
                                • Broader Market Environment

                                  • Key points
                                    • Gradual population growth
                                      • Growing population…
                                        • Figure 4: Spain: Population trends, 2004-08
                                      • but ageing too…
                                        • Figure 5: Spain: Population projections, by age group, 2007 and 2015
                                      • Economy - the good times are over
                                        • Figure 6: Spain: Gross domestic product, 1998-2008
                                      • Inflation moderating
                                        • Figure 7: Spain: Consumer prices, 1999-2008
                                      • Unemployment rising
                                          • Figure 8: Spain: Unemployment rate, 1996-2008
                                        • Consumer confidence weakens rapidly
                                          • Figure 9: Spain: Consumer confidence indicator, 2005-08
                                        • Internet penetration
                                          • Figure 10: Spain: Internet penetration, 2000-07
                                      • Market in Context

                                        • End of consumer boom
                                          • Figure 11: Spain: Household consumer expenditure, 1998-2008
                                        • Non-store retailers bounce back
                                          • Figure 12: Spain: Consumer spending on goods typically sold through non-store sector, 2003-07
                                        • Slow inflation hampers key categories
                                          • Figure 13: Spain: Consumer price inflation on selected goods, 2004-08
                                      • The Home Shopping Market

                                        • Key points
                                          • Spending on home shopping
                                            • Figure 14: Spain: Estimated home shopping market size by major sub-sector, 2004-08
                                          • E-commerce
                                              • Figure 15: Spain: Products and services purchased online, 2007
                                            • Direct selling
                                            • Sector Size and Forecast

                                              • Key points
                                                • Economic outlook
                                                  • Consumer outlook
                                                    • Retail sales trends and forecasts
                                                      • Figure 16: Spain: Retail sales, 2004-13
                                                    • Home shopping prospects
                                                    • Retail Competitor Analysis

                                                      • Key points
                                                        • Bertelsmann backs its Spanish operations
                                                          • Foreign players dominate direct selling….
                                                            • …and mail order
                                                              • Store retailers
                                                                • Pureplayers
                                                                  • Figure 17: Spain: Leading home shopping specialists, 2008
                                                                • Market shares
                                                                    • Figure 18: Spain: Leading home shopping retailers’ market share, 2008
                                                                • Alticor (Amway)

                                                                    • Figure 19: Alticor (Amway): Sales as share of non-store retailers in Europe, 2003-07
                                                                  • Strategic evaluation
                                                                    • History
                                                                      • Financial performance
                                                                          • Figure 20: Alticor (Amway): Group financial performance, 2003-08
                                                                          • Figure 21: Alticor (Amway): Estimated breakdown of sales by market, 2007
                                                                          • Figure 22: Amway UK: Financial performance, 2003-07
                                                                        • Retail offering
                                                                          • Market positioning
                                                                            • Brands
                                                                              • Figure 23: Amway: Brand list, 2009
                                                                            • Product offer
                                                                              • Operational issues
                                                                                • Advertising and marketing
                                                                                  • e-commerce and home shopping
                                                                                    • Figure 24: Amway: European websites, 2009
                                                                                • Amazon Europe

                                                                                    • Figure 25: Amazon Europe: Sales as share of non-store retailers in Europe, 2004-08
                                                                                  • Strategic evaluation
                                                                                    • History
                                                                                      • Financial performance
                                                                                          • Figure 26: Amazon Europe: Group financial performance, 2004-08
                                                                                        • Retail offering
                                                                                          • Market positioning
                                                                                            • Brands
                                                                                              • Product offer
                                                                                                  • Figure 27: Amazon: B2B Services, 2009
                                                                                                • Pricing
                                                                                                  • Operational issues
                                                                                                    • Advertising and marketing
                                                                                                      • e-commerce and home shopping
                                                                                                        • Figure 28: Amazon: Operational websites, 2009
                                                                                                    • Avon

                                                                                                        • Figure 29: Avon Europe: Sales as share of non-store retailers in Europe, 2004-08
                                                                                                        • Figure 30: Avon Cosmetics Ltd: Sales as share of non-store retailers in UK, 2003-07
                                                                                                      • Strategic evaluation
                                                                                                        • History
                                                                                                          • Financial performance
                                                                                                              • Figure 31: Avon: Group financial performance, 2004-08
                                                                                                            • Store portfolio
                                                                                                              • Catalogues
                                                                                                                • Retail offering
                                                                                                                  • Market positioning
                                                                                                                    • Brands
                                                                                                                      • Product offer
                                                                                                                        • Pricing
                                                                                                                          • Operations
                                                                                                                            • Advertising and marketing
                                                                                                                              • e-commerce
                                                                                                                              • Bertelsmann DirectGroup

                                                                                                                                  • Figure 32: Bertelsmann DirectGroup: Sales as share of non-store retailers in Europe, 2003-07
                                                                                                                                  • Figure 33: Bertelsmann DirectGroup: Sales as share of non-store retailers in Germany, 2003-07
                                                                                                                                • Strategic evaluation
                                                                                                                                  • Focus on core markets
                                                                                                                                    • The future of book clubs?
                                                                                                                                      • History
                                                                                                                                        • Financial performance
                                                                                                                                          • Figure 34: Bertelsmann DirectGroup: Revenues by region, 2007
                                                                                                                                        • Europe
                                                                                                                                          • Germany
                                                                                                                                            • US business hampers profitability
                                                                                                                                              • Figure 35: Bertelsmann DirectGroup: Group financial performance, 2003-07
                                                                                                                                            • Interim results 2008
                                                                                                                                              • Store portfolio
                                                                                                                                                • Figure 36: Bertelsmann DirectGroup: European store portfolio, February 2009
                                                                                                                                              • Retail offering
                                                                                                                                                • Market positioning
                                                                                                                                                  • Brands
                                                                                                                                                      • Figure 37: Bertelsmann DirectGroup: European brands portfolio, February 2009
                                                                                                                                                    • Product offer
                                                                                                                                                      • Pricing
                                                                                                                                                        • e-commerce and home shopping
                                                                                                                                                        • eBay

                                                                                                                                                            • Strategic evaluation
                                                                                                                                                              • History
                                                                                                                                                                • Financial performance
                                                                                                                                                                  • Group
                                                                                                                                                                      • Figure 38: eBay Inc: Group financial performance, 2004-08
                                                                                                                                                                      • Figure 39: eBay Inc: Net revenues, by category, 2004-08
                                                                                                                                                                    • Marketplaces
                                                                                                                                                                        • Figure 40: eBay.com: Marketplaces performance indicators, 2004-08
                                                                                                                                                                      • Retail offering
                                                                                                                                                                        • Market positioning
                                                                                                                                                                          • Brands
                                                                                                                                                                            • Product offer
                                                                                                                                                                              • Pricing
                                                                                                                                                                                • Operational issues
                                                                                                                                                                                  • Advertising and marketing
                                                                                                                                                                                  • Grupo Planeta

                                                                                                                                                                                      • History
                                                                                                                                                                                        • Financial performance
                                                                                                                                                                                          • Retail offering and channels
                                                                                                                                                                                          • Otto Group

                                                                                                                                                                                              • Figure 41: Otto Group: Retail sales as share of non-store retailers in Europe, 2003-07
                                                                                                                                                                                              • Figure 42: Otto UK: Retail sales as share of UK non-store retailers, 2003-07
                                                                                                                                                                                            • Strategic evaluation
                                                                                                                                                                                              • History
                                                                                                                                                                                                • Financial performance
                                                                                                                                                                                                    • Figure 43: Otto multichannel retail division: Financial performance, 2003/04-2007/08
                                                                                                                                                                                                  • Store portfolio
                                                                                                                                                                                                    • Catalogues
                                                                                                                                                                                                      • Figure 44: Otto Europe: Multichannel retail operations, 2008
                                                                                                                                                                                                    • Retail offering
                                                                                                                                                                                                      • Market positioning
                                                                                                                                                                                                        • Brands
                                                                                                                                                                                                          • Product offer
                                                                                                                                                                                                            • Advertising and marketing
                                                                                                                                                                                                              • e-commerce
                                                                                                                                                                                                              • Primondo (Arcandor)

                                                                                                                                                                                                                  • Figure 45: Primondo: Sales as share of non-store retailers in Europe, 2004-08
                                                                                                                                                                                                                • Strategic evaluation
                                                                                                                                                                                                                  • Recent history
                                                                                                                                                                                                                    • Financial performance
                                                                                                                                                                                                                        • Figure 46: Primondo: Group financial performance, 2003-2007/08
                                                                                                                                                                                                                      • Store portfolio
                                                                                                                                                                                                                        • Retail offering
                                                                                                                                                                                                                          • Market positioning and brands
                                                                                                                                                                                                                              • Figure 47: Primondo: Specialty catalogues, 2009
                                                                                                                                                                                                                              • Figure 48: Primondo, Own brands, 2009
                                                                                                                                                                                                                            • Product offer
                                                                                                                                                                                                                              • e-commerce and home shopping
                                                                                                                                                                                                                              • Redcats Group

                                                                                                                                                                                                                                  • Figure 49: Redcats Europe: Sales as share of non-store retailers in Europe, 2004-08
                                                                                                                                                                                                                                  • Figure 50: Redcats France: Sales as share of non-store retailers in France, 2004-08
                                                                                                                                                                                                                                  • Figure 51: Redcats UK: Sales as share of non-store retailers in UK, 2004-08
                                                                                                                                                                                                                                • Strategic evaluation
                                                                                                                                                                                                                                  • Tough times ahead
                                                                                                                                                                                                                                    • History
                                                                                                                                                                                                                                      • Financial performance
                                                                                                                                                                                                                                          • Figure 52: Redcats: Group financial performance, 2004-08
                                                                                                                                                                                                                                        • Store portfolio
                                                                                                                                                                                                                                          • Catalogues
                                                                                                                                                                                                                                            • Figure 53: Redcats: Main European catalogues/websites, 2008
                                                                                                                                                                                                                                          • Retail offering
                                                                                                                                                                                                                                            • Catalogue brands and market positioning
                                                                                                                                                                                                                                              • Brands
                                                                                                                                                                                                                                                • Product offer
                                                                                                                                                                                                                                                  • Figure 54: Redcats: Sales, by major product category, 2008
                                                                                                                                                                                                                                                • Operational issues
                                                                                                                                                                                                                                                  • Marketing
                                                                                                                                                                                                                                                    • e-commerce
                                                                                                                                                                                                                                                        • Figure 55: Redcats Group: E-commerce sales, excl. VAT, 2003-08
                                                                                                                                                                                                                                                    • Tupperware

                                                                                                                                                                                                                                                        • Strategic evaluation
                                                                                                                                                                                                                                                          • History
                                                                                                                                                                                                                                                            • Figure 56: Tupperware Group: Brands, 2009
                                                                                                                                                                                                                                                          • Financial performance
                                                                                                                                                                                                                                                              • Figure 57: Tupperware Group: Financial performance, 2003-08
                                                                                                                                                                                                                                                              • Figure 58: Tupperware Group: Sales, by segment, 2008
                                                                                                                                                                                                                                                              • Figure 59: Tupperware Group: European sales & profit as share of group sales & profit, 2003-08
                                                                                                                                                                                                                                                            • Europe
                                                                                                                                                                                                                                                                • Figure 60: Tupperware: Sales in Germany, 2003-07
                                                                                                                                                                                                                                                                • Figure 61: Tupperware: UK & Republic of Ireland, financial performance, 2002-06
                                                                                                                                                                                                                                                              • Store portfolio
                                                                                                                                                                                                                                                                  • Figure 62: Tupperware: Sales force, by region, 2006-08
                                                                                                                                                                                                                                                                • Retail offering
                                                                                                                                                                                                                                                                  • Market positioning
                                                                                                                                                                                                                                                                    • Brands/product offer
                                                                                                                                                                                                                                                                      • Operational issues
                                                                                                                                                                                                                                                                        • Advertising and marketing
                                                                                                                                                                                                                                                                        • Vorwerk

                                                                                                                                                                                                                                                                            • Figure 63: Vorwerk: Sales as share of non-store retailers in Europe, 2003-07
                                                                                                                                                                                                                                                                          • Strategic evaluation
                                                                                                                                                                                                                                                                            • History
                                                                                                                                                                                                                                                                              • Figure 64: Vorwerk: Group divisions, 2007
                                                                                                                                                                                                                                                                            • Financial performance
                                                                                                                                                                                                                                                                              • Figure 65: Vorwerk: Group sales performance, 2003-07
                                                                                                                                                                                                                                                                            • Direct sales
                                                                                                                                                                                                                                                                                • Figure 66: Vorwerk: Direct sales, by operation, 2003-07
                                                                                                                                                                                                                                                                              • Retail offering
                                                                                                                                                                                                                                                                                • Market positioning
                                                                                                                                                                                                                                                                                  • Figure 67: Vorwerk: Brands, 2009
                                                                                                                                                                                                                                                                                • Brands
                                                                                                                                                                                                                                                                                  • Figure 68: Vorwerk: Direct selling operations in Europe
                                                                                                                                                                                                                                                                                • Operational issues
                                                                                                                                                                                                                                                                                  • e-commerce and home shopping

                                                                                                                                                                                                                                                                                  Companies Covered

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

                                                                                                                                                                                                                                                                                  Home Shopping - Spain - March 2009

                                                                                                                                                                                                                                                                                  US $1,029.45 (Excl.Tax)