Spanish home improvement market led by Industrias Titan

The Spanish home improvement market declined slightly through 2012, with the fall in real estate prices having the most significant impact on product categories

The perception of home improvement in Spain has been changing in recent years as a consequence of the economic downturn and the expansion of international stores.

Spanish consumers have traditionally relied on professionals for small tasks such as small repairs and painting walls due to the affordability of professionals in Spain in comparison with other European countries.

However, a fall in disposable income and rising unemployment levels as result of the economic downturn have forced consumers to carry out small home improvement tasks themselves to reduce costs, benefitting a number of categories within home improvement such as hand tools, other hand improvement and hardware.

Industrias Titan SA held the leading position within the Spanish home improvement market through 2012, with a 4% value share.

The strong position of the company is supported by its strong brand image and reputation for high-quality and affordable products.

The negative economy will continue to hamper value sales of home improvements over the next five years. The further fall in real estate prices will be the most important factor as consumers will continue waiting for a recovery and will delay improving and beautifying their homes.

Wall and floor covering and bathroom and sanitary ware will be the most impacted categories by the collapse of real estate given the direct influence of the construction industry in the productivity of brand owners in these categories.

For more information on the Spanish home improvement market, see the latest research: Spanish Home Improvement Market

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