2021
0
Spain DIY Retailing Market Report 2021
2021-06-16T04:13:33+01:00
OX1050249
1495
139515
[{"name":"DIY","url":"https:\/\/store.mintel.com\/industries\/household-home\/diy"},{"name":"Retail","url":"https:\/\/store.mintel.com\/industries\/retail"}]
Report
en_GB
“As a result of the enforced home confinement for much of the year because of the pandemic, the home sector was one of very few areas to see a strong…

Spain DIY Retailing Market Report 2021

$ 1,495 (Excl.Tax)

Report Summary

“As a result of the enforced home confinement for much of the year because of the pandemic, the home sector was one of very few areas to see a strong performance in 2020. Leroy Merlin is the largest and one of the most successful DIY retailers in Spain and it dominates in-store. Online – as a distribution channel – has seen substantial growth during 2020, accelerating development by several years. Those that can ramp up their online model will be able to benefit from the permanent changes in consumer behaviour, moving forward.”
– Utku Tansel, European Retail Analyst

This Report looks at the following areas:

  • The impact of COVID-19 on consumer behaviour and the DIY retailing market
  • How the market will fare post-COVID-19
  • The performance of the major retailers in 2020
  • DIY shopping behaviours and attitudes to home improvement innovations.

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Areas covered in this Report
            • Figure 1: Coicop classifications used for the Mintel market size
        • Executive Summary

            • The market
              • Consumer spending
                • Figure 2: Spain: trends in annual consumer spending on DIY and all items, 2016-20
              • Sector size and forecast
                • Channels of distribution
                  • Companies and brands
                    • Key metrics
                      • Market shares
                        • Figure 3: Spain: leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2020
                      • Online
                        • The consumer
                          • Where they shop for DIY products
                            • Figure 4: Spain: retailers used to purchase DIY products in the last 12 months, March 2021
                          • COVID-19 related attitudes and behaviours in DIY
                            • Figure 5: Spain: COVID-19-related attitudes and behaviours in DIY, March 2021
                          • Interest in DIY innovations
                            • Figure 6: Spain: interest in DIY innovations, March 2021
                        • The Impact of COVID-19 on DIY Retailing

                          • Short, medium and long term impact on the sector
                            • Figure 7: Short, medium and long term impact of COVID-19 on DIY retailing, May 2021
                          • Opportunities and threats
                            • Online advances by several years due to COVID-19 restrictions
                              • Leveraging the power of technology to enhance service
                                • AR can help customers visualise the products in situ
                                  • Using apps to ride on the convenience trend
                                    • COVID-19 brings a wave of new demand
                                      • New store formats, new opportunities
                                        • Concessions provide opportunities with one-stop shoppers
                                          • Smaller specialists could suffer
                                            • Competition from online and non-specialists is greater than ever
                                              • How long will interest in DIY projects remain elevated?
                                                • How COVID-19 will reshape the industry
                                                  • Rapid delivery could be a key differentiator moving forward
                                                    • Eco-friendly credentials and sustainability could gain further traction
                                                      • Community and localism here to stay
                                                        • Discounters could strengthen their position in DIY
                                                          • Physical and digital merge providing a feeling of shopping in-store from home
                                                            • The impact of COVID-19 on consumer behaviour across Europe
                                                              • COVID-19 concerns remain steady
                                                                • Figure 8: Europe: those extremely worried about the risk of being exposed to COVID-19, March 2020-May 2021*
                                                              • Impact of COVID on unemployment: worst could be yet to come?
                                                                • Figure 9: Europe: financial impact of COVID-19, March 2021*
                                                              • Consumers in Spain and Italy most likely to have cut back on non-essential spending
                                                                • Consumers in mainland Europe most concerned about time spent in-store
                                                                  • Click and collect enhances online capacity
                                                                    • Contactless payment booms
                                                                      • Staying closer to home benefits local businesses
                                                                        • Online shopping grows in popularity
                                                                          • Figure 10: Europe: changes to shopping behaviour since the start of the COVID-19 outbreak, May 2021*
                                                                        • Home and garden products generally not a spending priority but DIY the exception
                                                                          • Figure 11: Net balance* of expected spending on selected items in the next month, May 2021**
                                                                        • Mainland Europeans more pessimistic about home and garden spending than British
                                                                          • Figure 12: Europe: expected spending on home and garden products in the next month, May 2021*
                                                                        • How the crisis is impacting on key consumer segments
                                                                          • Women are more concerned about the virus
                                                                            • Figure 13: Europe: those extremely worried about the risk of being exposed to COVID-19, by gender and age, May 2021*
                                                                          • Women most likely to be shopping more online in all countries
                                                                            • Figure 14: Europe: consumers shopping more online, by gender and age, May 2021*
                                                                          • Younger age groups keener on click and collect
                                                                            • Figure 15: Europe: consumers using click-and-collect more, by gender and age, May 2021*
                                                                          • Women and older people most likely to limit time in-store
                                                                            • Figure 16: Europe: consumers trying to limit the time they spend in-store, by gender and age, May 2021*
                                                                          • Spanish consumers most likely to be shopping local
                                                                            • Figure 17: Europe: consumers shopping more from local businesses, by gender and age, May 2021*
                                                                          • COVID-19: market context
                                                                            • France
                                                                              • Germany
                                                                                • Italy
                                                                                  • Spain
                                                                                    • UK
                                                                                    • Issues and Insights

                                                                                      • COVID-19 brings online shopping boom
                                                                                        • Lockdown brings renewed interest in home improvement and doing it yourself
                                                                                        • The Market – Key Takeaways

                                                                                          • The economy was hit hard by the pandemic
                                                                                            • DIY market grew 10% in 2020
                                                                                              • Specialist DIY retailers decline, but much less than the retail sector as a whole
                                                                                                • Most spending still goes through the big sheds
                                                                                                  • The housing market is shifting
                                                                                                  • Consumer Spending

                                                                                                    • COVID-19 hits the economy hard
                                                                                                      • Mintel DIY market size
                                                                                                          • Figure 18: Spain: DIY products – The Mintel market size (including VAT), 2016-20
                                                                                                          • Figure 19: Spain: Mintel DIY market size: estimated breakdown by product category, 2020
                                                                                                        • DIY-related spending categories
                                                                                                            • Figure 20: Spain: consumer spending in detail (including VAT), 2016-20
                                                                                                        • Market Drivers

                                                                                                          • Home ownership
                                                                                                            • Figure 21: Spain: tenure types: owners vs tenants, % of households 2011-19
                                                                                                          • Consumer spending plans
                                                                                                            • Figure 22: Spain: consumers’ planned spending on housing and home, Q1 2018-Q2 2021
                                                                                                        • Sector Size and Forecast

                                                                                                          • Specialist DIY retailers sales decline, but much less than total retail sector
                                                                                                            • Figure 23: Spain: DIY specialists, sales (excluding VAT), 2016-20
                                                                                                            • Figure 24: Spain: DIY specialists, forecast sales (excluding VAT), 2021-25
                                                                                                        • Inflation

                                                                                                            • Figure 25: Spain: consumer prices* of DIY-related categories, annual % change, 2015-20
                                                                                                            • Figure 26: Spain: consumer prices* of DIY related categories, annual % change, January 2020-March 2021
                                                                                                        • Channels of Distribution

                                                                                                          • Companies and Brands – Key Takeaways

                                                                                                            • Digital sales push helps Leroy Merlin maintain market leadership
                                                                                                              • Strong recovery in the second-half prompts Kingfisher about-turn
                                                                                                                • COVID-19 pandemic accelerates demise of Bricor stores
                                                                                                                  • DIY specialists’ sector sales increasingly concentrated
                                                                                                                    • Leading DIY specialists’ aggregate share falls on back of COVID restrictions
                                                                                                                      • Online DIY sales accelerate
                                                                                                                      • Leading Players

                                                                                                                        • Mixed fortunes for sector’s leading specialists
                                                                                                                          • Leroy Merlin triples online sales growth
                                                                                                                            • Kingfisher’s Iberia exit U-turn
                                                                                                                              • Bauhaus tapping into tool rental opportunity
                                                                                                                                • ManoMano sales accelerate 120%
                                                                                                                                  • Out-of-town location helps lift Brico Centro sales 35%
                                                                                                                                    • Bricoking bets on virtual store to drive sales during COVID-19 lockdown
                                                                                                                                      • Continuous losses force ECI to downsize Bricor brand
                                                                                                                                        • Figure 27: Spain: leading specialist DIY retailers: sales, 2016-20
                                                                                                                                      • Leroy Merlin €67 million branch redesign and store expansion
                                                                                                                                        • Bricomart opens its 29th store
                                                                                                                                          • Last remaining Bricor store to close in September 2021
                                                                                                                                            • Figure 28: Spain: leading specialist DIY retailers: outlet numbers, 2016-20
                                                                                                                                        • Market Shares

                                                                                                                                            • Leading brands tighten their grip on sector sales in 2020…
                                                                                                                                              • Figure 29: Spain: leading specialist DIY retailers’ estimated shares of all DIY specialists’ sales, 2016-20
                                                                                                                                            • …but their share of all DIY spending falls as a result of restrictions
                                                                                                                                              • Figure 30: Spain: leading retailers’ estimated share of all DIY spending, 2016-20
                                                                                                                                          • Online

                                                                                                                                            • Online retailing in Spain
                                                                                                                                              • Shopping online
                                                                                                                                                • Online sales of DIY
                                                                                                                                                  • Leading online players
                                                                                                                                                  • The Consumer – Key Takeaways

                                                                                                                                                    • 82% of consumers bought DIY products in the last year
                                                                                                                                                      • Older consumers fuelling the switch to buying DIY products online
                                                                                                                                                        • Leroy Merlin the most popular destination to purchase DIY
                                                                                                                                                          • Amazon the most popular online destination for DIY purchases
                                                                                                                                                            • Consumers put an emphasis on home improvement during COVID-19 pandemic
                                                                                                                                                              • Women interested in smartphone-enabled DIY innovations to assist shopping experience
                                                                                                                                                              • Who Shops for DIY Products

                                                                                                                                                                • Purchasing slightly higher among men than women, but females aged 16-34 are the single biggest buyers
                                                                                                                                                                  • Figure 31: Spain: DIY/home improvement products shoppers, by gender and age, March 2021
                                                                                                                                                                • Homeowners and more affluent consumers the biggest purchasers of DIY and home improvement products
                                                                                                                                                                  • Figure 32: Spain: DIY/home improvement products shoppers, by net monthly household income and housing situation, March 2021
                                                                                                                                                                • Stores remain paramount in purchasing process, albeit with reduced popularity
                                                                                                                                                                  • Figure 33: Spain: channels used to purchase DIY products in the past year, by age group, March 2021
                                                                                                                                                                • Significant shift in more at risk older consumers purchasing DIY and home improvement products online
                                                                                                                                                                  • Figure 34: Spain: channels used to purchase DIY products in the past year, by gender and age, March 2021
                                                                                                                                                              • Where They Shop for DIY Products

                                                                                                                                                                • Leroy Merlin by far the most popular DIY destination
                                                                                                                                                                  • Figure 35: Spain: retailers used to purchase DIY products in the last 12 months, March 2021
                                                                                                                                                                • Amazon ideally positioned to capitalise on shift to shopping online
                                                                                                                                                                  • Figure 36: Spain: retailers used to purchase DIY products in the last 12 months, in-store or online, March 2021
                                                                                                                                                                • Trend data
                                                                                                                                                                  • Figure 37: Spain: where DIY/home improvement products were bought in the last 12 months, leading specialists and non-specialists, 2017-21*
                                                                                                                                                              • COVID-19 Related Attitudes and Behaviours in DIY

                                                                                                                                                                • Extended periods at home spark heightened appreciation of living space
                                                                                                                                                                  • Consumers find time to carry out home improvement projects by themselves
                                                                                                                                                                    • COVID-19 outbreak drives online buying and one-stop shopping to minimise the risk of contagion
                                                                                                                                                                      • Figure 38: Spain: COVID-19-related attitudes and behaviours in DIY, March 2021
                                                                                                                                                                  • Interest in DIY Innovations

                                                                                                                                                                    • Strong appetite for online how-to tutorials
                                                                                                                                                                      • Specialist DIY outlet areas in supermarkets
                                                                                                                                                                        • Technology to aid the in-store shopping experience
                                                                                                                                                                          • Assistance to help overcome the pitfalls of online shopping
                                                                                                                                                                            • Figure 39: Spain: interest in DIY innovations, March 2021
                                                                                                                                                                          • Women interested in smartphone-enabled DIY shopping innovations
                                                                                                                                                                            • Men keen on in-store DIY concessions
                                                                                                                                                                              • Figure 40: Spain: interest in DIY innovations, by gender, March 2021
                                                                                                                                                                          • Appendix – Data Sources and Abbreviations

                                                                                                                                                                            • Abbreviations
                                                                                                                                                                              • Data sources

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