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Leading Sector for US Exports and Investment 2007

Medical Equipment - Leading Sector #1

Overview

2004 2005 2006 (estimated)
Total Market Size 2,703 3,120 3,569
Total Local Production 970 1,072 1,237
Total Exports 636 731 870
Total Imports 2,369 2,765 3,202
Imports from the U.S. 830 1,001 1,146

Exchange rates used, USD to Euro: 0.805 (2004), 0.795 (2005), 0.804 (est. 2006)
Unofficial estimates based on input from trade sources. Data is shown in USD millions.

The data above includes the following H.S. Codes of the U.S.: 3822; 9001.30.00; 9018-9018.20.00; 9018.31.00-9018.39.00; 9018.50.00-9018.50.90; 9018.90. -9018.90.85; 9019.20.00; 9021-9021.19.90; 9021.30.10-9021-3090; 9021.50.00 & 9021.9090; and 9022-9022.90.95. It does not include any dental product or equipment.

The figures are estimates based on Spanish Customs statistics, FENIN (Spanish Federation of importers/exporters and manufacturers of medical devices) and U.S. companies’ trade information. Trans-shipments, which are made from central warehouses of U.S. companies in the European Union to Spain, are taken into account. These centralized redistribution centers are mainly located in The Netherlands, the UK, France and Germany.

The market for medical equipment depends heavily on imports, which represent approximately 89 percent of the total market. U.S. medical equipment is highly regarded by Spanish medical professionals and domestic importers/distributors. The United States is the main supplier to Spain, with approximately 36 percent of total imports.

Public healthcare institutions are the main purchaser of medical equipment, accounting for approximately 90 percent of the market. The private health care sector comprises the remaining 10 percent. Public hospital tenders make most public healthcare sector purchases.

Pre-selection among competing companies is a step made prior to the open bid. During pre-selection, supplying companies present to the hospital descriptions of their products and their prices. After reviewing the proposals, the hospital chooses a few companies considered to be most suitable. The final purchase decision is made from these selections.

In the private sector, tenders are not used. Normally, private hospitals select a small number of suppliers from whom they make direct purchases. Because of these procedures, foreign and U.S. companies are encouraged to have either a Spanish distributor or their own branch in Spain.

Some regional governments are starting a new procurement procedure which consists of purchasing basic (heavy) diagnostic and therapeutic equipment for new hospitals and renewal of leases on terms for which they pay an annual fee for a given number of years, with the supplier responsible for the maintenance of the equipment. IT services for new facilities will follow the same pattern. Only a few large companies are selected for these processes, including some U.S. multinational companies. This new procurement procedure may increase U.S. market share in the coming years.

Spain imports only new equipment. The import of refurbished medical equipment into Spain is technically permitted, but both public and private medical providers in Spain are only interested in new equipment. There is zero duty on medical devices. U.S. products that are competitive, new or innovative in the U.S. market have significant chances of success in Spain. Spain is a free-market economy with similar business practices to the U.S. as well as other EU countries.

All tenders require medical devices to have the CE mark, which became compulsory in June 1998. Many products previously registered in Spain, when the CE mark was nonexistent, now must be re-registered following the new EU Directive. The registration can be done in any EU country, including Spain. The registration process has been reduced from 12-14 months to 6-8 months.

As a consequence of the development of the EU market and the requirement for the CE Mark, many U.S. companies have been centralizing their manufacturing and import operations into one single country from which they register and distribute their products to the rest of the EU.

The market for medical products is expected to grow an average of 12 percent over the next three years. The domestic industry is growing, but only to keep pace with the growing demand. Consequently, domestic suppliers’ share of the market is stagnant.

Best Products/Services

Innovative and efficient cardiology, respiratory/anesthesia, neurology, orthopedic, MRA, ETP, CT, dermatology/wound treatment products and disposables are very much sought after by Spanish importers and end users.

Opportunities

Opportunities are excellent in Spain for Automatic External Defibrillators (AED). Legislation is currently being enacted requiring the installation of AEDs in many public places, such as airports, stadiums, railroad stations, trains, public buildings, and airplanes, which will generate demand for AEDs in the immediate future. This legislation also calls for broad training in the use of AEDs. U.S. AED defibrillator companies are encouraged to pursue these opportunities.

Large or specialized U.S. companies may benefit from new regional government procurement procedures for basic diagnostic and therapeutic procedures. Demand for IT medical systems and telemedicine equipment is also expected to increase as new and renovated hospitals acquire updated systems to facilitate clinical and patient care, improve administrative procedures and boost overall efficiency.

Resources

Directory: The Guia Puntex: importers, exporters and manufacturers of medical devices: www.puntex.es

Association: The Spanish Federation of Manufacturers, Exporters and Importers of medical devices(FENIN): www.fenin.es

Pollution Control and Water Resources - Leading Sector #2

Overview

2004 2005 2006 (estimated)
Total Market Size 21,129 21,936 24,199
Total Local Production 15,370 16,834 18,855
Total Exports 2,464 2,154 2,456
Total Imports 8,223 7,256 7,800
Imports from the U.S. 3,279 2,867 3,154

Exchange rates used, USD to Euro: 0.805 (2004), 0.805 (2005), 0.804 (2006)
The above statistics are unofficial estimates. Data is shown in USD Millions.

The world environmental market is concentrated in three main areas: the United States, Europe and Japan. The United States represents 40 percent, and Europe 32 percent of the market. This high percentage is mainly due to the early development of European environmental norms and the complementary administrative control. In Spain, as in most European Union (EU) countries, the environmental sector is governed the EU regulations. The Spanish environmental market is worth almost 3 percent of the worldwide environmental market and 9 percent of the European environmental market.

Spain has one of the fastest-growing economies in the European Union, and over the last two decades has become the eighth largest economy in the OECD. This growth has placed even greater pressure on the environment in terms of the use of natural resources (e.g. water and oil) and pollution. Other European countries respect Spain for its economic prosperity, shown by the 3.5 percent economic growth in 2005. Spanish government policy includes increasing the environmental budget to promote environmental protection. The 2006 budget increased almost 12 percent from the previous year, to nearly $4.3 billion.

Best Prospects/Services

Demand for equipment, technology and services are high from both the government and private sector. To meet growing water demand, the Spanish Government is undertaking a large public works program that will change its national water system, significantly increasing the number of desalination plants. This multi-billion euro program will be partly funded by the European Union. Opportunities exist for U.S. engineering and water treatment equipment and service firms.

Fines are imposed on contaminating industries through the central, regional and local governments. These penalties force Spanish industries to look for environmentally safer technologies and pollution control equipment to treat emissions and industrial waste. As a result, opportunities exist for U.S. environmental companies in this market.

Opportunities

Resources allocated during recent years underscore Spain’s commitment to this sector. The Spanish Government’s environmental budget is more than $4 billion. The Spanish Ministry of Environment estimates that the environmental market in Spain has grown an average of 14 percent in recent years.

Public investment will concentrate on water projects. Investment in conventional water infrastructure is decreasing, counterbalanced by increases in treatment, re-use and desalination projects as well as protection of the environment. The highest priority is given to urban uses, followed by the ecological needs of aquatic ecosystems.

The previous Spanish national water plan, the 2001 "Plan Hidrológico Nacional" (National Hydrological Plan), was intended to bring water from well-supplied northern areas of Spain to those most affected by drought and expansion of demand. This plan was partially revised when the Spanish Government changed in 2004. Some environmentalists had objected the 2001 plan, which entailed building dams in many untouched areas of the Spanish countryside. Moreover, the European Parliament opposed funding, arguing the original plan contradicted some existing objectives of the European Union pertaining to water usage.

The present government developed a new program called "Programa A.G.U.A," (Actuaciones para la Gestión y la Utilización del Agua - Water Management and Use Actions), which will replace some of the actions initially planned in the 2001 Hydrological National Plan. The A.G.U.A. Program intends to obtain water from rivers and the ocean, as well as to better re-use treated wastewaters. Over 20 percent of the projected actions under this program are desalination projects. Almost 50 percent of the water resulting from the A.G.U.A. Program will come from desalination, over 20 percent from wastewater re-use actions, 15 percent from irrigation systems modernization and 15 percent from other efficiency improvements. The A.G.U.A. Program's predicted costs for these interventions are 3.9 billion euros ($4.9 billion), out of which the European Union will finance 33 percent.

A National Irrigation Plan (PNR), in effect from 2001 to 2008, has a budget of 5 billion euros ($6.3 billion) for improving water efficiency. Irrigation accounts for 80 percent of total water consumption in Spain, which has the largest irrigated acreage of any EU country (33,400 Km²). Therefore, it is logical that efforts to increase more sustainable use of water. This plan addresses the modernization of existing irrigation systems, involving 2,400 Km² of disadvantaged rural areas, infrastructure and equipment. In each autonomous region, the regional government will decide the new location of the irrigation land. One PNR objective is to reduce water losses by 2.7 billion m³ per year, compared to the current total growth water demand of 23,5 billion m³.

Spain has also taken many steps to deal with air pollutant emissions and reinforce its air quality management system. The Ministry of Environment has approved the "Vehículos Fuera de Uso" (VFU) (Obsolete Vehicles), 2007-2015 plan continuing and improving methods of the previous 2001-2006 plan. The ministry's goal is to establish suitable management of vehicles, decontamination, reusability and automobile-waste-recycling. By 2015 85% of vehicles are to be recycled. In order to achieve this investments of 325 million Euros have been anticipated. The VFU Plan fulfills both Spanish and EU legislative mandates in this area. Most of this investment will be undertaken by the private sector, in application of the principle of responsibility of the producer and the regulating European Directive 2000/53/CE re-management of this type of residual.

The European Union has taken measures to restrict the use of certain dangerous materials used in a large number of electrical equipment. Spain has passed echoing legislation regarding Waste Electrical and Electronic Equipment (WEEE) and Restriction of Use of Certain Hazardous Substances (RoHS) issued on January 25, 2005. This legislation applies to manufacturers, importers, distributors and users of all categories of electric and electronic equipment. It requires the safe elimination or reusability of electrical equipment. The directive went into full effect on July 1, 2006, banning lead, mercury, hexavalent chromium, cadmium, polybrominated biphenyls (PBBS) and polybrominated diphenyl ethers (PBDES), all of which are deemed to present risks to the environment and public health during the process of manufacturing or the final elimination of the product. Many companies will be forced to make their products with substitute materials. Concerning nature and biodiversity management, Spain is intent on following the new "Red Natura 2000" (Natura 2000 Network) program applicable to all EU members. This program foresees 25 percent of the territory of Spain and Europe being protected. In the case of Spain, municipalities will be in charge of nature management, leading to an increase in the total amount of protected areas. The protected areas in Spain represent 9.6 percent of the territory, in comparison to the OECD average of 14.6 percent. Although Spain increased the areas protected by more than 50 percent between 1994 and 2001, with this new plan Spain will greatly contribute to nature conservation.

Spain has adopted specific environmental plans and developed many ecological laws and regulations in line with EU environmental directives since 1993. In addition to the central government, the 17 Spanish autonomous or regional governments issue environmental laws and regulations that are mandatory for their territories. The regional governments incorporate laws issued by the central government as well as EU directives. Giving responsibility to autonomous regions and municipalities should facilitate the implementation of environmental policies and help build public support. It should also increase cost-effectiveness by allowing differentiation in standards to reflect differences in ecosystems and use of natural resources.

Resources

Spanish Ministry of the Environment: www.mma.es

Other sites of interest:

International Senior Commercial Specialist, Environmental Sector: Carmen Adrada

Outbound Tourism to the United States - Leading Sector #3

Overview

Total Inbound/Outbound Travel to/from Spain 2004 2005 2006 (estimated)
Inbound (millions) 53.60 55.57 58.50
Outbound (millions) 16.90 17.76 18.00
Receipts ($billions) 45.70 47.00 49.00
Payments ($billions) 12.30 15.13 15.52
Outbound Travel to U.S. from Spain
Travel Receipts ($billions) 1.03 1.10 1.30
Arrivals 333,432 385,640 404,000

Exchange rates used, USD to Euro: 0.805 (2004), 0.805 (2005), 0.804 (est. 2006)
Unofficial estimates based on input from trade sources. Data is shown in USD millions. Modifications in accounting procedures will account for changes in the future statistics.

Spain is not only one of the world’s leading tourism destinations; now it is also an important source of outbound tourists for the United States. The number of Spaniards traveling outside of Spain rose from 6 million in 1986 to over 17 million in 2005.

Spanish arrivals in the U.S. have shown positive growth since 2002. Spain is the United States’ 6th largest European market and 13th largest international market, with 385,640 arrivals in 2005. This represented a 16.9 percent increase over the previous year, one of the highest percentage increases within EU countries, along with Italy and Denmark.

Conservative estimates for U.S. arrivals for 2006 are near the 404,0000 mark. Travel to the U.S. in April 2006 increased by 47.5 percent. The average increase through the end of the third quarter was 7.8 percent, in sharp contrast with negative figures for the majority of Spain’s main European competitors.

Within Western Europe, Spain ranks sixth behind the U.K., Germany, France, Italy, and the Netherlands. Major overall outbound destinations are the neighboring Portugal and France, followed by Andorra, Italy, the UK and Germany. Long-haul travel accounts for approximately 10 percent of foreign travel by Spaniards. The most popular long-haul destinations are the United States, followed by Morocco, Cuba, the Dominican Republic and Brazil.

Vacation trips account for 63 percent of travel by Spaniards, while another 35 percent are visits to friends and relatives, and 19 percent are business travel. More than 62 percent of Spaniards traveling abroad do so with their families; another 32 percent travel as couples, and 6 percent travel alone.

Although sector sources indicate that only 22.5 percent of all the trips taken were reserved through travel agencies, it is interesting to note that when Spaniards travel outside of Spain, 50 percent of the reservations are made through agencies.

The areas that generate most U.S.-bound travelers are Madrid, Barcelona, Valencia and the Basque country in the north.

Best Prospects/Services

The best prospects continue along the pattern of previous years. The last three seasons have seen a substantial increase in travel during the ski season, particularly to the Colorado area. A favorable exchange rate was an important reason for this increase, although growing sophistication on the part of the Spanish client is also a factor.

The most popular destinations continue to be New York, Florida, California, Colorado (ski + drive), followed by Arizona with its Grand Canyon, and Nevada with Las Vegas. Additionally, New Orleans (according to pre-Katrina statistics), Hawaii, Alaska, Washington D.C., Boston, the U.S. Virgin Islands, National Parks, theme parks and Indian reservations are attractive destinations. Destinations with easy access to golf courses are also starting to be of interest.

Opportunities

With the projected economic stability and an increasing awareness and curiosity about the United States in general, particularly among the younger generation, Spain is a market of opportunity for a wide variety of U.S. destinations.

Industry sources maintain that the increased use of Internet and online purchases combine to make online travel arrangements very attractive. The purchase of bus, train and air tickets is reported first in the list of products sold via Internet (more than 30 percent). Accommodation reservations and tourist packages ranked 6th and 13th.

Sector sources indicate that online sales in the overall travel and tourism segment totaled approximately 1 billion euros ($2.4 billion) in 2005, up from $1.2 billion in 2004 and $600 million in 2003. According to sector sources, these sales represent approximately 5 percent of total sales. It is estimated that this figure will increase to 22 percent over the next 4-5 years.

The key to success for U.S. operators and destinations is promotion. The increased competition among local travel industry companies has led to aggressive campaigns, not only in price but also in more varied product offers. This renewed interest in broadening the range of options available to the traveler provides both an opportunity and an obstacle. It is a golden opportunity for U.S. entities to showcase their services and products, despite strong competition from other countries that invest heavily in promotion. Most of the current favorite destinations of Spanish tourists have agreements with in-country tour operators, which provide promotional materials, information and assistance to prospective Spanish travelers and travel agencies. Some of these destinations make extensive use of multi-media. Therefore, U.S. destinations should actively promote themselves among the tour operators and the travel press in this promising market.

The VisitUSA Committee also focuses on creating greater awareness and knowledge of the United States and promoting U.S. destinations. The United States Commercial Service in Spain (CS Spain) and the VisitUSA Committee collaborate closely in promoting the opportunities of the Spanish travel market to selected U.S. destinations. CS Spain and the VisitUSA Committee look forward to working with motivated U.S. destinations to arrange FAM trips, workshops, and seminars to assist Spanish tour operators, travel agents, and the travel press to learn more about U.S. destinations.

Resources

Spanish Tourism Institute: www.iet.tourspain.es
Dept. of Commerce Office of Travel & Tourism Industries: www.tinet.ita.doc.gov
Spanish Ministry of Industry, Commerce & Tourism: www.mcx.es/turismo/default.htm
VisitUSA Committee: www.visitusa-spain.com

Trade Events:

  • FITUR (The Commercial Services supports a U.S. Pavilion at this annual Travel and Tourism Fair), Madrid, late January 2008, www.ifema.es and www.conexgroup.com
  • EIBTM (Incentive & Business Travel), Fira de Barcelona, November 27-29, 2007, www.firabcn.es

Trade Magazine: Editur, www.editur.es

  • International Trade Specialists for Tourism (Madrid): Helen Crowley
  • International Trade Specialist for Tourism (Barcelona): Rosa Aguila

Safety and Security – Leading Sector #4

Overview

2004 2005 2006 (estimated)
Total Market Size 4,004 4,398 4,793
Total Local Production 3,384 3,688 3,960
Total Exports 78 86 95
Total Imports 698 796 927
Imports from the U.S. 122 139 162

Exchange rates used, USD to Euro: 0.805 (2004), 0.805 (2005), 0.804 (2006)
The above statistics are unofficial estimates. Data is shown in USD Millions.

The market for security equipment and services is expected to grow significantly, both in the public and private spheres, driven by:

  • The March 11, 2004 bombings in Madrid, plus other aborted terrorist plots, encouraging reinforced security measures to be adopted by public and private entities, especially regarding critical infrastructure and other facilities, as well as major public venues and gatherings.
  • The geographic proximity to North Africa, making Spain a logical gateway for illegal immigration and drug traffic, as well as concern over increasing presence of organized crime.

An important market trend is the customer demand for integrated solutions, covering on-site and immediate response personnel, electronic security and alarm systems, and fire-related security.

U.S. security products enjoy an excellent reputation as being state-of-the-art. Teaming with a Spanish counterpart should be considered as one option to develop an effective market access strategy.

The market for safety and fire protection equipment is also growing at near double-digit rates, fuelled by the continuing construction boom. The introduction of the new Technical Building Code in October 2006 isl also helping to increase market demand.

Best Prospects/Services

Best prospects are products focusing on countening terrorist threats, such as explosives detection, equipment for scientific police and high-end surveillance systems, as well as consumer-focused security solutions, like IP video surveillance.

Opportunities

There is renewed interest by municipalities and transport authorities for video surveillance systems as a crime deterrent. Firefighting equipment and services for wildfires are also in demand, as well as security equipment for penitentiaries and detention centers, due to the construction of new facilities.

Resources

Spanish Ministry of Interior: www.mir.es

Association of Spanish security companies (AES): www.aesseguridad.es


Association of private security services (APROSER): www.aproser.es
Association of safety equipment (ASEPAL): www.asepal.es
Association related to protection against fire (Tecnifuego AESPI): www.tecnifuego-aespi.org

Trade Events:

Trade Specialist for the security sector: Jesus Garcia

Aircraft Parts –Leading Sector #5

Overview

2004 2005 2006 (estimated)
Total Market Size 3,364 3,454 3,626
Total Local Production 2,740 2,813 2,954
Total Exports 1,831 1,880 1,974
Total Imports 2,455 2,521 2,647
Imports from the U.S. 1,705 1,832 1,924

Exchange rates used USD to Euro: 0.805 (2004), 0.795 (2005), 0.804 (2006)
The above statistics are unofficial estimates. Data is shown is USD Million.

Spain's highly competitive aerospace sector, located primarily in Madrid, the Basque Country and Andalusia, is benefiting greatly from internationalization and offers many opportunities for foreign companies. It is also part of the nucleus of the European aeronautical sector, although it ranks behind the three largest players (Germany, France and the United Kingdom). The sector employs more than 27,000 people in Spain.

The largest local company, EADS-CASA, has a minority participation in the European consortium Airbus. The Spanish Government is trying to increase its participation to 10 percent. In addition to EADS-CASA, there are two other dominant companies in Spain: Aernova, formerly GAMESA, a manufacturer of structural parts for aircraft and ITP (Industria de Turbo Propulsores, S.A.), an aircraft engine producer. GAMESA recently sold its aeronautical branch to concentrate more fully on its international wind-energy business.

Best Prospects/Services

Demand is increasing for products related to composite tape-laying machines and fiber-placement systems with computer numerical control. Aeronautical products in greatest demand include components for aeronautical software programming, avionics, ground support equipment, plus extruded metal products and plastics.

Opportunities

Spain's aerospace sector is constantly growing, and shows greater potential due to increased competition in the Spanish air transport market and demand for new technology. Liberalization of Spain's internal air transport system has resulted in increased demand, creating opportunities for U.S. manufacturers and distributors. Demand for systems and components, has increased substantially in recent years. Currently, U.S. companies are enjoying a notable increase in exports of flight simulators, propellers, rotor blades and other aircraft parts.

Air traffic in general has also grown significantly. Iberia Airlines projects a 10 percent increase in number of flights this year. Madrid's Barajas Airport constructed an additional terminal to accommodate the 11 percent increase in 2005 in passengers, planes and cargo. The new Terminal 4 started operations in February 2006. Damaged by a bomb blast in its parking garage in December 2006, the terminal itself was able to be re-opened in a matter of days.

The privatization of Iberia, the merger of Aviaco and Binter into the Iberia Group, and the purchase of new airplanes by Spanair, Air Nostrum, and especially Air Europa with its recent purchase of 18 new 737-800s, valued at $1.2 billion, are creating new opportunities for U.S. businesses. More companies are requesting airline licenses from the civil aviation authorities than ever before. Companies entering the market in the last couple of years include Vueling, Clickair (low-cost carrier created by Iberia, ACS and other partners) and Air Asturias. This has increased the total number of airplanes operating in Spain and created steady expansion of the spare-parts market. This trend is expected to continue as regional markets start to develop.

Iberia and British Airways have signed an agreement to jointly operate the routes connecting London/Heathrow with Madrid and Barcelona. Iberia is the leading Spanish airline as well as the market leader on European-Latin American routes. The agreement between British Airways and Iberia calls for joint administration of profits and operating costs.

The latest opportunity for the Spanish aeronautical sector has been the Airbus A-380 project, the European 600-passenger SuperJumbo. Despite fall 2006 news reports of delays, Airbus has received the first 50 orders for this project, which are now scheduled for delayed release in 2008. Airbus now has 46 percent of the worldwide civilian airline market. This has increased opportunities for U.S. firms selling parts and components to Airbus through its supplier chain. By 2007, Airbus expects to be delivering 450 new aircraft yearly, up from 305 in 2003. Boeing expects higher orders for its 737 and 747 model lines, and its 787 “Dreamliner” has attracted considerable attention.

Currently, local Spanish manufacturers are unable to meet the production demands for parts and components, and are looking to the international market for help. Many Spanish sub-contractors are exploring the possibility of international agreements to meet increased demand, offering excellent export opportunities for U.S. companies.

To decrease operating costs, some airlines are considering operational leases, opening opportunities for U.S. companies. This service market is expected to increase in the short term. However, U.S. aircraft manufacturers face stiff competition from European companies (small aircraft) and from Airbus.

Resources

Spanish Association of Aerospace Industries: www.atecma.org
Foreign Trade Statistics/ Chamber of Commerce: aduanas.camaras.org

Trade Specialist, Aircraft Parts & Services: Carlos Perezminguez

Franchising – Leading Sector #6

Overview

2004 2005 2006 (estimated)
Total Sales 18,038 19,295 21,571
Sales by locally-owned establishments 13,890 14,857 16,610
Sales by foreign-owned establishments 4,148 4,438 4,961
Sales by US establishments 2,074 2,219 2,480

Exchange rates used USD to Euro: 0.805 (2004), 0.795 (2005), 0.804 (2006)
The above statistics are unofficial estimates. Data is shown is USD Million.

Franchising in Spain continues to perform well. The sector has evolved steadily over the years and is now considered to have matured. Figures for 2005 are reported as follows: Number of Systems: 830 – 900, with 51,500 - 63,000 outlets, and sales averaging 16 billion euros ($19 billion).

Spanish franchisors account for 83 percent of the systems; the remaining 17 percent are from the United States, France, Italy, Portugal and the UK.

Spanish entities also head the list in sales, accounting for approximately 77 percent. Within the foreign franchise segment, the U.S. is the leader, with approximately 50 percent. Of the top 100 franchisors, 76 are Spanish, five are from the U.S., five are French and three are Italian. These top 100 systems account for 63 percent of the outlets and 56 percent of the overall turnover.

Leading sector sources estimate that the sector accounts for over 15 percent of total retail sales.

Changes in the economy have helped to fuel the demand for franchising, because job displacement has created a large pool of trained professionals who are willing to invest their unemployment indemnities in the purchase of retail franchises. Franchise outlets are also benefiting from increased consumer demand, which in turn is triggering a new surge in franchise business development. Mass distribution is replacing the traditional small shop. Small shops have to become more specialized to adapt to changing lifestyles, such as women working and more disposable income.

The market continues to attract the attention of foreign concepts; however, the ongoing increase in the number and variety of Spanish systems is expected to create ever-stronger domestic competition. Not only do Spanish entities account for the bulk of business in the franchise sector, they are now exporting their know-how and systems. More than 100 domestic concepts have expanded into foreign markets. However, 25 of these companies account for 87 percent of the total outlets abroad. Europe is their main target, followed by Latin America. Asia and the Middle East are also emerging as interesting markets.

When drawing up contracts, franchisors should bear in mind that franchise companies - whether Spanish, foreign, or master franchisee – must be registered in a special administrative Franchisors Registry. They are also bound by the Disclosure of Pre-Contractual Information requirement. European Union antitrust regulations on exclusive distribution, exclusive purchase, franchising and licensing agreements are fully applicable in Spain even if the scope of the trade is purely domestic and conceivably below the European threshold. It is recommended that all new contracts be drawn up for compliance with the new regulation. It is also recommended that existing contracts be reviewed by competent counsel.

Best Products/Services

The services segment showed the highest percentage increase in 2005, from 28 to 31.5 percent ($6.9 billion) of the total sector turnover, while figures for retail and food/restaurant sectors, with 48.5 percent ($10.8 billion) and 20.16 percent ($4.5 billion) respectively, were down somewhat in previous years.

Of the 237 networks established in 2005, 127 were in services (real estate, financial, automobile, beauty/cosmetics/personal care, etc.), 89 were in retail (fashion and accessories) and 37 in food/restaurant(mainly theme concepts).

Opportunities

The initial strategy of most franchising systems was to establish a presence in Spain’s large cities, Madrid and Barcelona. Fast food restaurants were some of the first operations. The second step was to include cities with populations of more than 400,000. Franchises are now expanding to smaller locations that have a good franchising segment. This situation is typical of the Mediterranean region and the Canary Islands, which are among the most visited tourist areas in the world during the summer, and where several franchise systems are very common (such as fast food, ice cream/yogurt, real estate, and parcel services).

The trend in services and food/restaurants is expected to continue, although increased imports from Asia may have an impact on the retail sector. As the economy improves and society continues to change with more married females joining the workforce, there will continue to be more disposable income for personal care, leisure, travel, real estate, home maintenance/support, and childcare. Likewise, as the number of senior citizens increases, the need for support services will grow in consequence. Currently, this sector is extremely fragmented, with few players in the franchise sector, but as the requirements and means increase, it will become more consolidated and the transition into franchising should be a natural development in the medium to long-term.

Resources

Associations:

Consultants:

Trade Events:

Trade Magazines:

International Trade Specialist for Franchising: Helen Crowley

Computer Software – Leading Sector #7

Overview

2004 2005 2006 (estimated)
Total Market Size 1,361 1,482 1,600
Total Local Production 766 913 980
Total Exports 335 412 430
Total Imports 931 980 1,050
Imports from the U.S. 274 295 325

Exchange rates used USD to Euro: 0.805 (2004), 0.795 (2005), 0.804 (2006)
The above statistics are unofficial estimates. Data is shown is USD Million.

The Spanish software market is highly competitive, yet affords significant opportunities for U.S. companies. The software market accounts for close to 15 percent of the Spanish IT market. Since 2003, it has continued to experience a high growth rate.

In 2005, the market breakdown by type of software reflected strong growth over the previous year in the following categories: Multimedia software (38.4 percent), software for vertical applications (19.5 percent) and communications software (11.7 percent). Nevertheless, operation systems software still represents about 25 percent of total sales, followed by horizontal software applications (19 percent) and communications software (19 percent). Spain has a relatively high level of software piracy, although enforcement is improving.

Demand for software is fueled by the positive Spanish economic context and by specific issues related to each type of customer. Consumer spending on software is fueled by the increased penetration of broadband services in Spanish households, and the related demand for multimedia software. Government spending is fueled by the drive to increase available e-government services and by the health sector. As for the business sector, the drivers for demand in major corporations are integrated IT security, business process management and document management. Small and medium-sized companies are starting to adopt more vertical applications as well as on-demand software, especially for CRM purposes.

More than 70 percent of IT company headquarters are located in two autonomous regions, Madrid and Catalonia (the region including Barcelona). The total number of IT companies in Spain is estimated at 13,000. Wholesalers and distributors play an important role in the market.

As of 2000, under the Information Technology Agreement, to which the EU is a signatory, there is no tariff on computer equipment and software sourced from the United States. However, under the U.S.-Spain double-taxation treaty, an 8 percent withholding tax applies to deliveries of U.S. software.

Best Products/Services

  • Software focused on vertical applications
  • Communications software
  • IT security software
  • Software associated with increased use of Internet and multimedia PCs by consumers

Opportunities

  • On-demand software will experience an expanded customer base
  • Open source software for local and regional government entities
  • Solutions for systems integration

Resources

Secretary of State for Telecommunications and Information Society: www.mityc.es/telecomunicaciones

Spanish ICT Association (AETIC): www.aetic.es

Trade Events:

  • Networking and Communications Trade Show - SITI/ASLAN (Madrid, February 26-29, 2008) www.siti.es
  • Information & Communication Technologies Trade Show - SIMO TCI (Madrid, November 6-11, 2007) www.simo.ifema.es

Trade Specialist for Telecommunications: Jesus Garcia

Telecommunications Services – Leading Sector #8

Overview

2004 2005 2006 (estimated)
Total Market Size 46,262 50,852 56,010
Fixed networks 20,781 22,327 23,971
Wireless networks 19,853 22,302 25,300
Broadcast operators 5,530 6,122 6,634
Satellite 98 101 104

Exchange rates used, USD to Euro: 0.805 (2004), 0.805 (2005), 0.805 (2006)
The above statistics are unofficial estimates. Data shown in USD Millions.

Telecommunication services in Spain have undergone a consolidation process in recent years that is expected to continue in the near future. Market growth will be stimulated by factors such as convergence over the VoIP protocol, development of broadband access and the current deployment of Mobile Virtual Network Operators (MVNO’s).

Telefonica will continue to be the dominant player in most market niches, but there will be increased pressure on the company to provide breathing space to other carriers. An overview of the different sub sectors shows a general trend towards structural changes in the industry.

In fixed networks, Telefonica is the dominant player, but competitors have been able to achieve 29 percent market share. Orange (France Telecom) and Ono, the major cable company in the market, are the two runner-ups. Investment in fixed networks has finally stabilized after being reduced significantly for some years. There are close to 18 million lines in service. Local and regional traffic has experienced reduced demand, while international traffic is growing.

Three companies control the Spanish mobile market, encompassing GSM, GPRS and UMTS services. The major cellular operator in Spain is Telefonica, with more than 46 percent of the market, followed by Vodafone and Orange. The fourth company, Xfera, revitalized by the entry of Telia Sonera, will offer services under the Yoigo brand. There are more than 43 million mobile users in Spain.

Factors to be considered in exploring the Spanish mobile market are the high number of prepaid clients, the importance of messaging and the final launch of Mobile Virtual Network Operators.

The leading trend in the Spanish broadcasting market has been the consolidation of large media groups (a single digital satellite TV operator is left in the market) and preparations for the mandatory switch to terrestrial digital television.

Best Products/Services

Best prospects include VoIP convergence plus value-added services for mobile telephony and broadband.

Opportunities

Development of mobile virtual network operators.

Resources

Spanish ICT Association – AETIC: www.aetic.es
Association telecommunications service providers – ASTEL: www.astel.es

Trade Events:

  • Networking and communications trade show - SITI/ASLAN(Madrid, February 26-28, 2008) www.siti.es
  • Information & communication technologies trade show - SIMO TCI (Madrid, November 6-11, 2007 www.ifema.es/ferias/simo
  • Broadcast focused trade show - BROADCAST (Madrid, November 6-9, 2007)www.broadcast.ifema.es

Secretary of State for Telecommunications and Information Society: www.mityc.es/telecomunicaciones

Telecommunications Market Commission: www.cmt.es

Trade Specialist for Telecommunications: Jesus Garcia

E-Commerce – Leading Sector #9

Overview

2004 2005 2006 (estimated)
Total 47,150 64,982 72,412
B2C Market 2,285 2,666 3,112
B2B Market 44,865 62,316 69,300

Exchange rates used, USD to Euro: 0.805 (2004), 0.805 (2005), 0.805 (2006)
The above statistics are unofficial estimates. Data shown in USD Millions.

During 2006, the Spanish E-commerce sector grew significantly, both in the B2C and B2B areas. The sector, although highly competitive, offers opportunities to U.S. companies, and there are strong expectations for continued market growth.

Factors that will help this trend are: increased penetration of Broadband Internet in Spain and deployment of the Electronic National Identity Document (e-DNI), that will provide all Spaniards with a personal digital identity certificate.

The B2C market was projected to reach a volume of $3.1 billion in 2006, with excellent expectations for 2007. Spanish consumers purchased an estimated $110 million from U.S.-based websites in 2005.

Top product categories for online purchases by consumers were travel-related tickets (42.8 percent), ticket services (17.7 percent), and books (14.4 percent). Credit cards were used in nearly half of the transactions (48.3 percent), followed by payment upon receipt of goods (34.7 percent), and bank transfer (13.4 percent).

Online supermarkets linked to a physical chain, such as El Corte Ingles and Carrefour Online, are experiencing strong growth, as well as the top travel-related websites, after a consolidation leaving Edreams, Rumbo, Viajar.com and Lastminute.com as leaders in this area.

Spanish companies are maintaining investment levels in proprietary B2B solutions, and major companies are prodding their suppliers to join. Nevertheless, little additional investment is being made. Vertical marketplaces not linked to major buyers are not delivering significant results.

More than 42 percent of companies with more than 250 employees have some B2B activity, but the real opportunity is with the small and medium sized enterprise (SME) market, a segment becoming increasingly interested in opportunities offered by E-commerce.

Best Products/Services

Focusing on the consumer market: tourism-related products, e-learning, music and software purchases.

Opportunities exist for E-commerce software solutions for SME´s, advertising and marketing tools, as well as niche-oriented products/services such as web-based CRM.

Opportunities

The current exchange rate between the euro and the dollar offers opportunities to U.S.-based websites, especially for the consumer market.

Geolocation and enterprise mashup services as drivers of e-commerce.

Resources

Spanish E-commerce & relational marketing association www.aecem.org
Spanish ICT Association (AETIC) www.aetic.es
Spanish Internet companies Association (ANEI) – www.a-nei.org

Trade Event:

SIMO TCI (Madrid, November 6-11, 2007)www.simo.ifema.es

Internet promotion entity RED.ES www.red.es
Data Protection Agency: www.agpd.es

Secretary of State for Telecommunications and Information Society: www.mityc.es/telecomunicaciones

Trade Specialist for E-Commerce: Jesus Garcia

Electric Power Systems – Leading Sector #10

Overview

2004 2005 2006 (estimated)
Total Market Size 3,955 4,598 5,159
Total Local Production 2,854 3,287 3,682
Total Exports 430 452 498
Total Imports 1,531 1,763 1,965
Imports from the U.S. 767 821 903

Exchange rates used, USD to Euro: 0.805 (2004), 0.805 (2005), 0.805 (2006)
The above statistics are unofficial estimates. Data shown in USD Millions.

Spanish Government officials estimate that companies will need to spend about 6.5 billion euros between 2002-2012 to meet the country’s energy demand. National electric energy demand grew by 4.4 percent in 2005 alone. In Spain, new historical maximums of demand have been registered in winter and summer. According to the new 5-Year Plan for the Promotion of Renewable Energy (2005-2010), more than 12 percent of the energy consumed will be renewable energy. This plan projects an investment of almost 23 billion euros in renewable energy in Spain to reduce energy dependence and increase the safety of supply.

The government also approved the Action Plan for the Spanish Strategy of Energy Efficiency (2005 – 2007), which rationalizes energy consumption and complement the effort being put into renewable energy technologies. This plan will produce a cumulative reduction of primary energy of 12,004 tons of oil equivalent (toe), equivalent to 8.4 percent of total Spanish energy consumption and of 20 percent of oil imports in 2004.

Average energy demand in Spain is projected to increase approximately 3.7 percent per year until 2011. The Spanish Government estimates that by the year 2010, renewable sources will account for 29 percent of the total power generated. Natural gas will account for 33 percent. The Ministry of Industry anticipates more than 50 percent growth in renewable energy consumption from 2000 to 2011.

Spain is one of the fastest growing major industrialized economies, but has very limited domestic energy resources. 80 percent of energy consumption must be met from imported sources. Energy imports to Spain account for 10 percent of total imports. Spain imports approximately 64 percent of the coal, 99.5 percent of the oil and 99.1 percent of the gas it uses. Oil accounts for 50 percent of primary energy consumption.

As the market becomes increasingly competitive, joint ventures and partnerships will play an important role in capturing market share, injecting the necessary capital and technology to ensure the sector's dynamic growth continues.

Liberalization of the power-generation market began with the Law 54/1997, which implemented European Commission Directive 92/96 for the internal electric market. It initiated the deregulation of Spain’s power-generation and distribution market. This new law established the freedom to build power generation facilities, created a competitive electricity market, and set a gradual time frame for the liberalization process, which began January 1, 1998. The deregulation process, completed January 1, 2003, brought major changes to the electricity sector and permitted every consumer to buy electricity freely on the open market.

The challenge Spanish regulators face is balancing the country's energy needs and keeping Spain's carbon emissions commitments under the Kyoto Protocol. The solution for keeping the lights on in the fifth-largest electricity market in the EU is born of necessity and immensely practical: build natural-gas-burning, high-efficiency, combined-cycle plants and significantly increase Spain's wind-power portfolio.

Spain's installed wind-power capacity (more than 10,000 megawatts) makes it the second-largest wind-energy producer in the world, after Germany (16,000 megawatts) and in front of the United States (6,500 megawatts). Spain’s heavy investment in wind technology has brought more than 10,000 MW online, amounting to one-sixth of the world's total at the end of 2005 and satisfying 6 percent of Spain's total electricity demand. Another 57,000 MW of wind projects are on the drawing board. Plans called for the installation of an additional 2,400 MW produced by gas combined-cycle power plants before the end of 2006. The combined cycle plant constitutes one of the latest technological developments for electricity production, and is the most efficient and cleanest production system. An ordinary power station has a yield of approximately 33 percent, whereas a combined-cycle power station yields 55 percent. Iberdrola, one of the major Spanish energy companies, has half of the combined-cycle market in Spain, with 4,000 MW of the more than 8,000 MW installed in Spain. Approximately 200 plants are already operating in Spain. Spain leads the EU in growth of natural gas consumption; that growth is projected to continue at a rate of about 10 percent a year through 2011.

Best Products/Services

Spain has about 54,000 MW installed capacity, while peak demand is between 35,000 and 38,000 MW. The sector is attracting a substantial amount of investment to modernize old plants and move to a new way of doing business. This investment should present opportunities for U.S. companies offering equipment and services.

Renewable energy in Spain represented nearly 5.9 percent of primary energy consumption in 2005. Wind energy and hydroelectric power are the main renewable sources. The renewable-energy sector in Spain offers significant growth opportunities in wind power, thermal and photovoltaic solar energy, and bio-fuels. UNESA, the Spanish utilities association, estimates that energy producers will invest 3 billion euros in renewable energy projects through 2007.

Opportunities also exist in the solar energy market. In 2005, approximately 1.400 MWT of thermal solar capacity were installed in Europe, an increase of more than 26 percent over 2004. The new legal framework being developed in Spain encourages the use of devices in buildings and houses that guarantee minimum coverage of power demand by means of solar energy. This solar energy will reduce pollution and diminish drastically dependency on fossil fuels.

Photovoltaic solar energy is still a new market. The goal for photovoltaic solar energy installation is 3.000 MW by 2010. The solar resource is abundant in Spain as compared to other countries.

Electric utilities are the main promoters of renewable energy projects in Spain, since they possess the resources and technology necessary to develop them. Federal, regional and local governments are also very active in renewable energy development and offer incentives to attract investment, which they consider beneficial in economic, political, social and environmental terms.

Opportunities

The challenge of the plans above is to make the renewable energy sector attractive to private investors, to maintain the interest that has already been created in some sectors, and to expand it to other areas in the energy industry.

Business opportunities exist for U.S. firms in the Spanish energy market and, through strategic alliances with Spanish companies; U.S. companies may gain access to the Latin American market. U.S. small and medium- sized companies, particularly equipment and service providers, should know that doing business with Spanish energy companies can open up opportunities in other sectors, such as environmental technology, that are closely linked with energy.

Resources

Spanish Ministry of Industry: www.mityc.es

Comisión Nacional de la Energía (National Energy Commision - Regulator): www.cne.es

Instituto para la Diversificación y el Ahorro de Energía IDAE: (Institute for Energy Diversification and Saving): www.idae.es

Red Eléctrica de España (Electricity Transmission and Operations): www.ree.es

Spanish Association of Renewable Energy Producers: www.appa.es

Spanish Utilities Association: www.unesa.es

Spanish Energy Sector Web Site: www.energuia.com

EU Energy Sector Webs: www.europa.eu.int/comm and www.aquieuropa.com

Trade Events

Information on customs duties: www.taric.es

Trade Specialist Energy Sector: Carmen Adrada

Telecom Equipment – Leading Sector #11

Overview

2004 2005 2006 (estimated)
Total Market Size 5,610 6,715 7,864
Total Local Production 2,041 2,258 2,516
Total Exports 773 787 814
Total Imports 4,342 5,245 6,162
Imports from the U.S. 1,223 1,331 1,470

Exchange rates used, USD to Euro: 0.805 (2004), 0.805 (2005), 0.805 (2006)
The above statistics are unofficial estimates. Data shown in USD Millions.

Total investment in telecommunications equipment by Spanish service providers during 2006 is estimated at $6.9 billion, with fixed-network operators representing over half that sum. Investment has been increasing since 2004, and is expected to maintain high growth rates in the near future.

Although U.S. products have a strong reputation, there is stiff competition from European and Asian companies, most notably France, Germany, Italy, the UK, Scandinavia, Japan, Korea and China.

Areas expected to fuel demand are mobile telephony, where operators have continued investments in network infrastructures for UMTS deployment, investing in 2006 an estimated $2.6 billion. Demand for new terminals or solutions offering mobility to the business environment will also generate growth.

Broadband services, mainly focused on XDSL and cable, will continue to demand equipment and solutions as competition heats up between the major players. More than 4.7 million clients are currently connected to XDSL services in Spain, with an additional 1.3 million connected to the Internet through cable companies.

Wi-Fi/WiMax equipment is expected to maintain a robust demand. In the case of broadcast equipment, investment should pick up for the next few years due to the mandatory switch to digital technology.

All equipment must be CE marked and, in some cases, certified in Spain if it is to be connected to the Public Switching Network, or if it uses the electromagnetic spectrum for transmission. Teaming with a Spanish counterpart should be considered as one option to develop a better market access strategy and product support.

Best Products/Services

  • VoIP Equipment.
  • Wi-Fi / Wi-Lan equipment.
  • Wireless enabled devices both for businesses and consumers.
  • HSDPA-enabled solutions.

Opportunities

The expected launch of Mobile Virtual Network Operators (MVNOs) in the market will provide business opportunities to equipment manufacturers, consultants, and value-added service providers.

Resources

Association: AETIC www.aetic.es

Trade Events:

  • Networking and communications trade show - SITI/ASLAN(Madrid, March 27-29, 2007) www.siti.es
  • Information & communication technologies trade show - SIMO TCI (Madrid, November 6-11, 2007www.ifema.es/ferias/simo
  • Broadcast focused trade show - BROADCAST (Madrid, November 6-9, 2007) www.broadcast.ifema.es

Secretary of State for Telecommunications and Information Society: www.mityc.es/telecomunicaciones

Telecommunications Market Commission: www.cmt.es

Trade Specialist for Telecommunications: Jesus Garcia

Agricultural Sectors

Overview

IBERIAN PENINSULA 2004 2005 2006 (estimated)
Total Market Size 234,452 323,577 325,500
Total Local Production 162,071 265,000 270,000
Total Exports 94,620 76,570 78,000
Total Imports 167,001 135,147 133,500
Imports from US 76,052 61,508 63,000

Unit: Metric Tons. Data corresponding to HS Code 0802 (nuts Nesoi, Fresh or dried)
Source: Total Exports/Total Imports/Imports from U.S.-Global Trade Atlas (GTA) through 2005.
FAS Iberia estimate for 2006. Total Local Production – Spain’s Ministry of Agriculture through 2006 for Spain. FAS Iberia estimates for Portugal.

Best Products/Services

The tree nut market is a very important market in the Iberian Peninsula with the United States being the primary supplier of tree nuts to Spain. In Spain, domestic consumption of tree nuts is increasing due largely to their use in the confection industry, but also due to greater domestic consumption resulting from higher household incomes and increased awareness of the health benefits of tree-nut consumption.

In Spain, U.S. exports of tree nuts in 2005 decreased to 61,508 tons from 76,052 in 2004, because of improved domestic production. The U.S. share of the Spanish almond market is expected to remain unchanged at about 90 percent. Spain is a major processing and distribution center for California almonds in Europe.

The Portuguese imported 1,042 tons in 2004 from the United States versus 893 tons in 2005. Imports of almonds are expected to remain high due to traditional Portuguese confectionary sector.

Web Resources

Foreign Agricultural Service, Madrid.

Agricultural Sector - Seafood

Overview

IBERIAN PENINSULA 2004 2005 2006 (estimated)
Total Market Size 1,912,427 2,021,043 1,989,500
Total Local Production 1,056,500 1,180,500 1,080,500
Total Exports 821,283 871,025 831,000
Total Imports 1,677,210 1,711,568 1,740,000
Imports from US 36,513 38,816 42,000

Unit: Metric Tons. Data corresponding to HS Code 03 (Fish and Crustaceans, Molluscs and other aquatic invertebrates).
Source: Total Exports/Total Imports/Imports from U.S.-Global Trade Atlas (GTA) through 2005.
FAS Iberia estimate for 2006. Total Local Production – FAS Iberia estimates.

Best Products/Services

The Iberian Peninsula's total catch continues to decline as a result of lower fish stocks and limits on catches in both US and non-EU waters. In addition, aquaculture production continues to expand to meet demand.

Due to the weaker dollar vis-à-vis the Euro, U.S. seafood products will likely continue to be very competitive in the Iberian market. Frozen cod, and salted wet cod for processing as well as squid and certain minced fish products will likely remain the top sellers.

Web Resources

Foreign Agricultural Service, Madrid.

Agricultural Sector - Pulses

Overview

IBERIAN PENINSULA 2004 2005 2006 (estimated)
Total Market Size 1,560,984 1,556,896 1,489,000
Total Local Production 588,700 263,900 425,400
Total Exports 40,689 34,880 36,400
Total Imports 1,012,973 1,327,876 1,100,000
Imports from US 33,574 156,659 34,000

Unit: Metric Tons. Data corresponding to HS Code 0713 (Leguminous vegetables, dried shelled).
Source: Total Exports/Total Imports/Imports from U.S.-Global Trade Atlas (GTA) through 2005.
FAS Iberia estimate for 2006. Total Local Production – Spain’s Ministry of Agriculture through 2006 for Spain. FAS Iberia estimates for Portugal.

Best Products/Services

Domestic consumption of pulses is high in the Iberian Peninsula market, particularly dry edible beans, which are an important component of the Spanish and Portuguese diets. Also, Iberian processors are processing and re-exporting processed dry edible beans to the EU market.

In 2005, total imports of pulses increased by 31 percent to 1,327,876 tons when compared with 2004 levels. Most of these imports are dry edible beans where the U.S. is strong competitor.

Web Resources

Foreign Agricultural Service, Madrid.