TABLE OF CONTENTS
1 INTRODUCTION 10
1.1 OBJECTIVES OF THE STUDY 10
1.2 MARKET DEFINITION 10
1.3 OVERVIEW OF SPAIN ARTIFICIAL TURF MARKET 12
1.4 LIMITATION 13
1.5 MARKETS COVERED 13
2 MARKET SEGMENTATION 16
2.1 MARKETS COVERED 16
2.2 GEOGRAPHICAL SCOPE 17
2.3 YEARS CONSIDERED FOR THE STUDY 17
2.4 CURRENCY AND PRICING 17
2.5 DBMR TRIPOD DATA VALIDATION MODEL 18
2.6 RAW MATERIAL LIFE LINE CURVE 21
2.7 MULTIVARIATE MODELLING 22
2.8 PRIMARY INTERVIEWS WITH KEY OPINION LEADERS 23
2.9 DBMR MARKET POSITION GRID 25
2.10 MARKET END-USER COVERAGE GRID 26
2.11 VENDOR SHARE ANALYSIS 27
2.12 DBMR MARKET CHALLENGE MATRIX 28
2.13 IMPORT-EXPORT DATA 29
2.14 SECONDARY SOURCES 30
2.15 ASSUMPTIONS 31
3 EXECUTIVE SUMMARY 32
4 PREMIUM INSIGHTS 34
4.1 SUPPLY CHAIN ANALYSIS 35
4.1.1 LOGISTIC COST SCENARIO 35
4.1.2 IMPORTANCE OF LOGISTICS SERVICE PROVIDERS 36
4.2 PORTERS FIVE FORCES: 37
4.2.1 THREAT OF NEW ENTRANTS: 37
4.2.2 THREAT OF SUBSTITUTES: 37
4.2.3 CUSTOMER BARGAINING POWER: 38
4.2.4 SUPPLIER BARGAINING POWER: 38
4.2.5 INTERNAL COMPETITION (RIVALRY): 38
4.3 VENDOR SELECTION CRITERIA 39

4.4 PRODUCT ADOPTION CRITERIA 40
4.4.1 OVERVIEW 40
4.4.2 PRODUCT AWARENESS 40
4.4.3 PRODUCT INTEREST 41
4.4.4 PRODUCT EVALUATION 41
4.4.5 PRODUCT TRIAL 41
4.4.6 PRODUCT ADOPTION 41
4.4.7 CONCLUSION 41
4.5 CONSUMER BUYING BEHAVIOR 42
4.5.1 OVERVIEW 42
4.5.2 COMPLEX BUYING BEHAVIOR 43
4.5.3 DISSONANCE-REDUCING BUYING BEHAVIOR 43
4.5.4 HABITUAL BUYING BEHAVIOR 44
4.5.5 VARIETY SEEKING BEHAVIOR 44
4.5.6 CONCLUSION 44
4.6 FACTORS AFFECTING BUYING DECISION OF THE CONSUMERS 45
4.6.1 OVERVIEW 45
4.6.2 SOCIAL FACTORS 45
4.6.3 CULTURAL FACTORS 45
4.6.4 PSYCHOLOGICAL FACTORS 46
4.6.5 PERSONAL FACTORS 46
4.6.6 ECONOMIC FACTORS 46
4.6.7 PRODUCT TRAITS 46
4.6.8 MARKET ATTRIBUTES 46
4.6.9 CONCLUSION 46
4.7 REGULATION COVERAGE 47
5 MARKET OVERVIEW 48
5.1 DRIVERS 50
5.1.1 GROWING DEMAND FROM SPORTS CLUBS AND DIFFERENT VENUES 50
5.1.2 EASY INSTALLATION, ENVIRONMENT FRIENDLY AND LOW MAINTENANCE REQUIREMENTS 50
5.1.3 SIGNIFICANT IN CONSERVING WATER 51
5.1.4 INCREASING USAGE OF ARTIFICIAL TURF AS A WALL CLADDING IN RESIDENTIAL 51
5.2 RESTRAINTS 52
5.2.1 STRINGENT REGULATIONS REGARDING THE USAGE OF ARTIFICIAL TURF 52
5.2.2 DISPOSAL OF SCRAP MATERIALS 53
5.3 OPPORTUNITIES 53
5.3.1 INCREASING DEMAND OF THIRD GENERATION ARTIFICIAL TURF 53
5.3.2 USING RECYCLED TIRE RUBBER 54

5.4 CHALLENGES 54
5.4.1 DIFFICULTY IN MAINTAINING A HIGH FIELD TEMPERATURE 54
5.4.2 ARTIFICIAL TURF ARE ASSOCIATED WITH A GREATER INCIDENCE OF MECHANICAL INJURY TO THE JOINTS THAN NATURAL FIELDS 55
6 SPAIN ARTIFICIAL TURF MARKET, BY RAW MATERIAL 56
6.1 OVERVIEW 57
6.2 RUBBER 58
6.3 POLYETHYLENE 58
6.4 POLYPROPYLENE 58
6.5 NYLON 58
6.6 POLYAMIDES 59
6.7 JUTE 59
6.8 OTHERS 59
7 SPAIN ARTIFICIAL TURF MARKET, BY INFILL MATERIALS 60
7.1 OVERVIEW 61
7.2 PETROLEUM-BASED 62
7.2.1 CRUMB RUBBER 62
7.2.2 COATED RUBBER INFILL 62
7.2.3 EPDM (ETHYLENE PROPYLENE DIENE INFILL) 62
7.2.4 TPE (THERMO PLASTIC ELASTOMER) 62
7.2.5 COATED SILICA SAND INFILL 63
7.3 SAND (SILICA) INFILL 63
7.4 ORGANIC INFILL 63
7.5 OTHERS 63
8 SPAIN ARTIFICIAL TURF MARKET, BY PILE HEIGHT 64
8.1 OVERVIEW 65
8.2 10-30 MM 66
8.3 30-50 MM 66
8.4 50-70 MM 66
8.5 LESS THAN 10 MM 66
8.6 70-100 MM 66
8.7 MORE THAN 100 MM 66
9 SPAIN ARTIFICIAL TURF MARKET, BY BACK COATING 67
9.1 OVERVIEW 68
9.2 PU 69
9.3 LATEX 69

10 SPAIN ARTIFICIAL TURF MARKET, BY DISTRIBUTION CHANNEL 70
10.1 OVERVIEW 71
10.2 DIRECT SALES/B2B 72
10.3 SPECIALTY STORES 72
10.4 CONVENIENCE STORES 72
10.5 E-COMMERCE 72
10.6 OTHERS 72
11 SPAIN ARTIFICIAL TURF MARKET, BY END-USER 73
11.1 OVERVIEW 74
11.2 SPORTS & LEISURE 75
11.2.1 SPORTS & LEISURE, BY END-USER 75
11.2.2 SPORTS GROUNDS 75
11.2.3 SPORTS GROUNDS, BY SPORTS & LEISURE TYPE 75
11.2.3.1 FOOTBALL 76
11.2.3.2 GOLF 76
11.2.3.3 HOCKEY 76
11.2.3.4 RUGBY 76
11.2.3.5 TENNIS 76
11.2.3.6 OTHERS 76
11.2.4 PLAYGROUNDS & PLAY ARENA 76
11.2.5 OTHERS 76
11.3 HOUSEHOLDS 77
11.3.1 HOUSEHOLDS, BY END-USER 77
11.3.2 BALCONY 77
11.3.3 LANDSCAPE 77
11.3.4 ROOFS 77
11.3.5 OTHERS 77
11.4 AIRPORTS 77
11.5 RESTAURANT 77
11.6 HOTELS 77
11.7 COMMERCIAL OFFICES 78
11.8 PET AREAS 78
11.9 OTHERS 78
12 SPAIN ARTIFICIAL TURF MARKET, COMPANY LANDSCAPE 79
12.1 COMPANY SHARE ANALYSIS: SPAIN 79
12.1.1 PARTNERSHIP, MERGER & ACQUISITION 80
12.1.2 NEW PRODUCT DEVELOPMENT 82
13 SWOT ANALYSIS 83
14 COMPANY PROFILE 84
14.1 ITALGREEN SPA 84
14.1.1 COMPANY SNAPSHOT 84
14.1.2 PRODUCT PORTFOLIO 84
14.1.3 RECENT UPDATE 85
14.2 TARKETT GROUP 86
14.2.1 COMPANY SNAPSHOT 86
14.2.2 REVENUE ANALYSIS 86
14.2.3 PRODUCT PORTFOLIO 87
14.2.4 RECENT UPDATES 88
14.3 LIMONTA SPORT S.P.A. 89
14.3.1 COMPANY SNAPSHOT 89
14.3.2 PRODUCT PORTFOLIO 89
14.3.3 RECENT UPDATES 90
14.4 VICTORIA PLC 91
14.4.1 COMPANY SNAPSHOT 91
14.4.2 REVENUE ANALYSIS 91
14.4.3 PRODUCT PORTFOLIO 92
14.4.4 RECENT UPDATE 92
14.5 POLYTAN 93
14.5.1 COMPANY SNAPSHOT 93
14.5.2 PRODUCT PORTFOLIO 93
14.5.3 RECENT UPDATE 94
14.6 CCGRASS 95
14.6.1 COMPANY SNAPSHOT 95
14.6.2 PRODUCT PORTFOLIO 95
14.6.3 RECENT UPDATE 96
14.7 DOW 97
14.7.1 COMPANY SNAPSHOT 97
14.7.2 REVENUE ANALYSIS 97
14.7.3 PRODUCT PORTFOLIO 98
14.7.4 RECENT UPDATE 98
14.8 ROYAL GRASS 99
14.8.1 COMPANY SNAPSHOT 99
14.8.2 PRODUCT PORTFOLIO 99
14.8.3 RECENT UPDATE 99

14.9 TENCATE GRASS 100
14.9.1 COMPANY SNAPSHOT 100
14.9.2 PRODUCT PORTFOLIO 100
14.9.3 RECENT UPDATES 101
15 QUESTIONNAIRE 103
16 RELATED REPORTS 107

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