Home Shopping - Spain

Home Shopping - Spain

About this report
 
About the market…
 
“Spain's home shopping market is very underdeveloped compared to other European countries. There are a number of factors behind this lack of development, such as the warmer climate, which encourages high street shopping, and the large number of small independent retailers. Spanish people have always shown a preference to buying from stores and are not particularly motivated by the discounted prices offered by mail order operators.
 

 
Within the overall home shopping sector, the fortunes of the three constituent parts vary significantly. Mail order has not traditionally been an important channel of distribution, but it is finding favour with a new generation of Spanish consumers while the direct selling market appears to have matured and is now in decline. Mail order is growing strongly and is set to overtake direct selling in terms of its share of total market sales.”
 

 
About Mintel’s report…
 
Using the latest consumer research, market size data and trend analysis, Mintel’s European report offers you vital new insight into the current state of the market, its prospects and the attitudes of key target audiences. You can use Mintel’s European market research to:
 

 
Gain a vital overview of the dynamics of the Home Shopping market across the Spanish market
 

 
Ensure that every step of your product development and brand marketing is focused towards real demand and real opportunity.
 

 
Benchmark major consumer trends in the Spanish market.
 

 
Track developing market trends
 

 
Measure market sizes, finds sales opportunities and monitor leading players’ activity
 

 
Intriguing findings include…
 
- The home shopping sector in Spain remains one of the most underdeveloped in Europe, valued at €1,867 million excluding sales tax in 2003.
 

 
- E-commerce is the area that we believe can achieve the highest growth rate for home shopping.
 

 
- According to Mintel findings, the value of the direct selling sector in Spain stands at €835 million (excluding sales tax) in 2003.
 

 

Contents
 

 
Executive Summary – Spain
 

 
Spain is one of the most underdeveloped markets
 
E-commerce growing rapidly
 
Home shopping sector dominated by foreign retailers
 
Direct sales sector
 
Spanish mail order market forecast
 
Report Scope
 

 
Home shopping – A definition and methods of selling
 
Figure 1: Home shopping market: Sector type and methods of selling
 
Background Data - Spain
 
Population
 
Figure 2: Spain: Population trends, 1999-2003
 
Figure 3: Spain: Population, by age group and sex, 2003
 
Figure 4: Spain: Households by number of members, 2001
 
Figure 5: Spain: Population, by region, 1999-2003
 
Figure 6: Spain: Population of major cities, 1999-2003
 
Economy
 
Figure 7: Spain: Gross domestic product, 1995-2003
 
Figure 8: Spain: Consumer prices, 1998-2003
 
Figure 9: Spain: Consumer expenditure, 1995-2003
 
Figure 10: Spain: Detailed breakdown of expenditure on consumer goods, 1998-2003
 
The Spanish Home Shopping Market
 
Introduction
 
Market value
 
Figure 11: Spain: Home shopping market size by segment, 2003
 
Mail order sector
 
Sector value and trends
 
Figure 12: Spain: Consumer mail order sector, sales by segment, 2003
 
Figure 13: Spain: Consumer mail order sector, 1999-2003
 
Figure 14: Spain: Mail order as % of all retail sales, 1999-2003
 
European Consumer Trends
 

 
Comparison of mail order shopping patterns across Europe
 
Figure 15: Europe: Mail order use in GB, Germany, France and Spain, 2004
 
Comparison of mail order shopping patterns since 2001
 
Figure 16: Europe: Mail order use in GB, Germany, France and Spain, 2001 and 2004
 
Figure 17: Europe: Agency Mail order use in GB, Germany, France and Spain, 2001 and 2004
 
Comparison of attitudes towards new technology and shopping across Europe
 
Figure 18: Agreement with statements relating to new technology and shopping in Europe, by GB, Germany, France and Spain, 2004
 
Leading Players
 

 
Circulo de Lectores
 
Otto (Otto Versand, Germany)
 
Quelle (KarstadtQuelle, Germany)
 
Redcats (PPR, France)
 
El Club Internacional del Libro
 
Discoplay
 
La Tienda en Casa (El Corte Inglés)
 
Figure 19: Spain: Major mail order operators, 2003/04
 
Figure 20: Spain: Members of Spanish mail order trade association, 2004
 
Direct selling sector
 
Sector value and trends
 
Figure 21: Spain: Direct selling sector, 1999-2003
 
Figure 22: Spain: Direct selling as % of all retail sales 1999-2003
 
Figure 23: Spain: Direct selling sector, % of total sales per product category, 2003
 
Leading players
 
Figure 24: Spain: Direct selling members of Direct Marketing Association, 2004
 
E-commerce sector
 
Sector value and trends
 
Figure 25: Spain: E-commerce data, 1998-2003
 
Figure 26: Spain: Internet users and online shoppers as % of population, 2000-03
 
Figure 27: Spain: Breakdown of B2C sales (volume) online by product category, March
 
Figure 28: Spain: E-commerce market, 1999-2003
 
Leading home shopping players
 
Figure 29: Spain: Leading home shopping companies, 2003/04
 
Prospects and Forecasts
 
Prospects
 
Forecasts
 
Figure 30: Spain: Mail order prospects, 2004-09 (f)
 
Figure 31: Spain: Mail order as % all retail sales, 1999-2009f
 
Major Company Profiles
 

 
Bertelsmann DirectGroup
 
Background
 
Market share
 
Figure 32: Bertelsmann DirectGroup: Sales as % all mail order sales, 2001-03
 
Financial data
 
Bertelsmann Group
 
Figure 33: Bertelsmann Group: Financial performance, 1999-2003
 
Bertelsmann DirectGroup
 
Figure 34: Bertelsmann DirectGroup: Financial performance, 2000-03
 
DirectGroup operations
 
Figure 35: Bertelsmann DirectGroup: Sales by region and business type, 2003
 
Figure 36: Bertelsmann: DirectGroup clubs and businesses, 2003
 
Europe
 
European book clubs
 
Figure 37: BCA: Leading clubs, 2003
 
US
 
Asia
 
SWOT
 
KarstadtQuelle
 
Figure 38: KarstadtQuelle Germany: Mail order sales as % all German mail order sales, 1999-2004
 
Figure 39: KarstadtQuelle: German mail order sales as % all German mail order sales, 1999-2004
 
Figure 40: KarstadtQuelle: Foreign mail order sales as % of non-German European mail order sales, 1999-2004
 
Background
 
Reorganisation and restructuring
 
The scale of the problems
 
Restructuring
 
History
 
Multi-channel strategy
 
Financial data
 
Figure 41: KarstadtQuelle: Group financial performance, 1999-2004
 
E-commerce
 
Figure 42: KarstadtQuelle: Major websites, 2003
 
Sales by country
 
Figure 43: KarstadtQuelle Mail order: Estimated sales by country, 2003
 
Catalogues
 
Universal mail order
 
Speciality mail order
 
Figure 44: KarstadtQuelle: Specialist catalogue businesses, 2003
 
Operations and systems
 
SWOT
 
Otto
 
Figure 45: Otto Europe: Sales as % of all European Home shopping sales, 1998-2003
 
Background
 
History and ownership
 
E-commerce
 
Mail order development
 
Figure 46: Otto: Key acquisitions, 1976-2002
 
European retail outlets
 
European joint ventures
 
Non-retail activities
 
Financial data
 
Group performance
 
Figure 47: Otto Group: Financial performance, 1999/2000-2002/03
 
European retail performance
 
Figure 48: Otto Group: European retail sales performance, 1999/2000 and 2002/03
 
Figure 49: Otto Group: European retail sales by subsidiary company, 2003/04
 
European retail sales by country
 
Figure 50: Otto group: Estimated European retail sales by country, 2003
 
European operating companies
 
Figure 51: Otto Group: European home shopping interests by country and brand, 2002/03
 
Germany
 
Figure 52: Otto, share of German mail order sales, 1999-2003
 
Schwab
 
Figure 53: Schwab Group, sales relative to German mail order sales, 1999-2003
 
Figure 54: Heiine Group, sales relative to German mail order sales, 1999-2003
 
Figure 55: Baur versand, sales relative to German mail order sales, 1999-2003
 
Figure 56: Bon Prix, sales relative to German mail order sales, 1999-2003
 
Figure 57: 3 Suisses, sales relative to French mail order sales, 1999-2003
 
Otto (UK) – Grattan and Freemans
 
Figure 58: Otto (UK) share of UK mail order sales, 1998-2003
 
Operations and systems
 
E-commerce
 
Figure 59: Otto Group: European websites, 2003
 
SWOT
 
Redcats (PPR)
 
Market shares
 
Figure 60: Redcats: Share of French mail order market, 1999-2003
 
Figure 61: Redcats: Share of UK mail order market, 1999-2003
 
Background
 
Group
 
Figure 62: PPR: Group sales by division, 2004
 
Redcats
 
Future growth
 
Financial data
 
Figure 63: Redcats: Financial performance, 1999-2003
 
2004 sales figures
 
2003 detailed sales analysis
 
Sales by division
 
Figure 64: Redcats: Turnover by division, 2001-03
 
Sales by channel
 
Figure 65: Redcats: Turnover by channel, 2001-03
 
Sales by product category
 
Figure 66: Redcats: Sales by product category, 2002 and 2003
 
Sales by geographic region
 
Figure 67: Redcats: Sales by region, 2002 and 2003
 
International presence
 
Figure 68: Redcats: International interests of European catalogues, 2004
 
Outlets
 
Figure 69: Redcats: Outlet data, 2003
 
Catalogues and products
 
Big books
 
Specialist catalogues
 
E-commerce
 
Figure 70: PPR: Internet sales, 2000-04
 
Figure 71: Redcats: Main e-commerce sites, 2004
 
SWOT
 
Alticor (Amway)
 
Background
 
Rich DeVos and Jay Van Andel
 
International expansion
 
Figure 72: Amway: European operations, dates of entry
 
Quixtar
 
Amway's multi-level marketing
 
Selling through independent business owners (IBOs)
 
Financial data
 
Figure 73: Alticor: Financial performance, 2000-04
 
Figure 74: Amway UK: Financial performance, 1998-2002
 
Figure 75: Alticor: Sales by region, 2003
 
Figure 76: Amway Europe: Sales by country, 2003
 
Products
 
E-commerce
 
Figure 77: Amway: European websites, 2004
 
SWOT
 
Avon
 
Background
 
Internationalisation
 
Figure 78: Avon: Year of entry in European countries
 
Channels of distribution
 
Direct selling channel
 
Store-based retailing
 
Financial data 2004
 
Figure 79: Avon: Financial performance, 1999-2003
 
The European division
 
The Asia Pacific Division
 
The Latin America Division
 
The U.S.A Division
 
Figure 80: Avon: Group sales and profits by geographic region, 2003
 
Figure 81: Avon European division: Sales relative to estimated European home shopping sales, 2000-03
 
Figure 82: Avon: European divisional sales by country, 2003
 
Products
 
Figure 83: Avon: Global sales by product breakdown, 2001-03
 
Figure 84: Avon: Global sales by product breakdown, 2003
 
Figure 85: Avon: Key beauty own brands by category
 
E-commerce
 
Figure 86: Avon: European Websites, 2004
 
SWOT
 
Tupperware
 
Market share
 
Figure 87: Tupperware: European sales as % total European direct sales, 2000-03
 
Background
 
Selling strategy
 
Financial data
 
Figure 88: Tupperware Group: Financial performance, 1999-2003
 
Figure 89: Tupperware: Sales performance in Germany vs the rest of Europe, 1999-2003
 
The UK and Ireland
 
Figure 90: Tupperware: UK & Republic of Ireland: financial performance, 1999-2003
 
Mixed results in 2004
 
Products
 
Figure 91: Tupperware: Websites, 2003
 
E-commerce
 
SWOT
 
Vorwerk
 
Market share
 
Figure 92: Vorwerk: European sales as % total European direct sales, 2000-03
 
Background
 
Financial data
 
Figure 93: Vorwerk: Financial performance, 1999-2003 (a)
 
Figure 94: Vorwerk Group: Sales by main operating division, 2003
 
Figure 95: Vorwerk: Direct sales performance, 1999-2003
 
Products
 
E-commerce
 
Figure 96: Vorwerk websites, 2004
 
SWOT
 
amazon.com
 
Market share
 
Figure 97: Amazon: Sales as % all mail order sales, 2000-03
 
Background
 
History
 
International expansion
 
Customer focus
 
Financial data
 
Figure 98: Amazon.com: Financial performance, 2000-04
 
International division outperforms North America
 
Figure 99: Amazon.com: Sales and gross profit by segment, 2001-04
 
Figure 100: Amazon: Sales by division, 2000-04
 
Products
 
Operations and systems
 
SWOT