Home Shopping - Spain

Published by: Mintel International Group Ltd.

Published: Mar. 1, 2009

Table of Contents

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

APPENDIX: RESEARCH METHODOLOGY

Abstract

The changing dynamics of multichannels in Home Shopping

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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