DIY And Gardening in Italy
Euromonitor International's DIY And Gardening in Italy market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 35 | Publication date: Oct 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
DIY; Gardening
Executive summary
Specialist Multinationals Play a Strong Role
The development of distribution channels was one of the most important drivers of the DIY market during the last decade and one of the factors boosting the market as a whole during the period under review. The rapid consolidation of the DIY market among international players such Castorama, Bricocenter and Leroy Merlin, played a role in the strong growth in distribution.
According to key operators in the sector, chained companies received an impressive number of requests from independent traders willing to adopt franchising formats or other associated solutions. This trend clearly demonstrates the growth phenomenon, which is boosted by brand awareness and the competitive offering of large specialised distributors.
Relaxing With Gardening and DIY Activities
Italians like gardening during the weekend as a form of relaxation and as a reason to be outside in the fresh air, particularly during the spring and summer seasons. For retired people with plenty of spare time, gardening becomes a hobby and a pleasant way to exercise. Most Italian gardeners grow plants/shrubs as well as fruit and vegetables. During the summer, Italians often hold parties and barbecues in their gardens. These are social occasions as well as a chance to spend quality time with friends and family.
Moving Out of City Centres
An increasing number of families and retired people are moving out of city centres thus increasing the proportion of Italians who have a garden and thus an interest in gardening. For Italians, the garden represents an extension of the home, particularly in the hottest seasons. During the spring and summer they spend as much time as possible in the garden, taking advantage of the pleasant weather. They are able to undertake several activities in their gardens, such as sunbathing, barbecuing, reading and playing, with different activities available for all ages.
Real Estate Market Key Driver of DIY and Gardening
Nowadays, even though the cost of houses is still high in Italy, a lot of people consider the purchase of a new house to be a profitable investment. The unreliability of financial markets and favourable home loans terms prompted Italians to invest in real estate. Growth in the real estate market and the consequent rise in home ownership had a positive effect on the DIY market as a whole, as people redecorated newly purchased homes to suit their own tastes. Within this generally favourable framework, the widespread need to reduce household expenses, in combination with the prohibitive costs of labour following the introduction of the Euro, played the decisive role in making DIY activities more attractive to Italians in general.
Economic Crisis Boosts DIY Market
The economic crisis that culminated in a recession in 2005, provided a favourable environment for the development of the DIY sector, as the reduction in incomes experienced during the recession encouraged people to spend more time at home in order to reduce their outgoings and to do thing for themselves. This contributed further to Italians' positive perception of DIY.
Table of contents
DIY AND GARDENING IN ITALY : MARKET INSIGHT
EXECUTIVE SUMMARY
Specialist Multinationals Play a Strong Role
Relaxing With Gardening and DIY Activities
Moving Out of City Centres
Real Estate Market Key Driver of DIY and Gardening
Economic Crisis Boosts DIY Market
KEY TRENDS AND DEVELOPMENTS
Gardening a New Passion for Italians
The Italian Housing Market Drives DIY and Gardening Sales
Home Maintenance is in Demand
Lifestyle Changes Boost DIY and Gardening Sales
Distribution Remains Fragmented
Climate Influences Gardening Sales
MARKET DATA
Table 1 Sales of DIY and Gardening by Sector: Value 2001-2006
Table 2 Sales of DIY and Gardening by Sector: % Value Growth 2001-2006
Table 3 DIY and Gardening Company Shares 2004-2006
Table 4 DIY and Gardening Brand Shares 2004-2006
Table 5 Sales of DIY and Gardening by Distribution Format: % Analysis 2001-2006
Table 6 Forecast Sales of DIY and Gardening by Sector: Value 2006-2011
Table 7 Forecast Sales of DIY and Gardening by Sector: % Value Growth 2006-2011
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - ITALY
CASTORAMA ITALIA SPA - DIY AND GARDENING - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Castorama Italia SpA: Key Facts
Summary 3 Castorama Italia SpA: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
EMAK SPA - DIY AND GARDENING - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Emak SpA: Key Facts
Summary 5 Emak SpA: Operational Indicators, 2004-2006 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Emak SpA: Competitive Position 2006
GARDENA ITALIA SPA - DIY AND GARDENING - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Gardena Italia SpA: Key Facts
Summary 8 Gardena Italia SpA: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Gardena Italia SpA: Competitive Position 2006
SOCIETà ITALIANA BRICOLAGE SPA - DIY AND GARDENING - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Società Italiana Bricolage SpA: Key Facts
Summary 11 Società Italiana Bricolage SpA: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
UTENSILERIE ASSOCIATE SPA - DIY AND GARDENING - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Utensilerie Associate SpA: Key Facts
Summary 13 Utensilerie Associate SpA: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Utensilerie Associate SpA: Competitive Position 2006
DIY IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 8 Sales of DIY by Subsector: Value 2001-2006
Table 9 Sales of DIY by Subsector: % Value Growth 2001-2006
Table 10 DIY Company Shares by Retail Value 2004-2006
Table 11 DIY Brand Shares by Retail Value 2004-2006
Table 12 Sales of DIY by Distribution Format: % Analysis 2001-2006
Table 13 Forecast Sales of DIY by Subsector: Value 2006-2011
Table 14 Forecast Sales of DIY by Subsector: % Value Growth 2006-2011
GARDENING IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Gardening by Subsector: Value 2001-2006
Table 16 Sales of Gardening by Subsector: % Value Growth 2001-2006
Table 17 Gardening Company Shares by Retail Value 2004-2006
Table 18 Gardening Brand Shares by Retail Value 2004-2006
Table 19 Sales of Gardening by Distribution Format: % Analysis 2001-2006
Table 20 Forecast Sales of Gardening by Subsector: Value 2006-2011
Table 21 Forecast Sales of Gardening by Subsector: % Value Growth 2006-2011