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.
Tables: 34 | Publication date: Nov 2009
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Executive summary
Poor summer weather and economic uncertainity impact gardening & DIY
In 2008 the gardening sector had a smaller increase compared to the previous year due to rainy and cold weather whilst in 2007 the summer was hot and dry. In fact this sector is strongly influenced by weather conditions. The DIY sector also saw a slightly lower increase in 2008 due to shrinking consumer demand. In fact the unfavourable economic situation squeezed consumers’ expenditure on non-basic products.
More hectic lifestyles boost gardening & DIY
An important factor that had a positive influence on both DIY and gardening is the change in lifestyles. As consumers have to work longer hours, their lives have become increasingly stressful and hectic. DIY and gardening are considered by an increasing number of people as new ways of relaxing. Moreover they are seen as creative hobbies in fact home decoration, decoupage, and garden design are ways of detaching from the daily routine and creating something new which can give satisfaction.
Hardware, kitchen & bathroom products, paint & decorating see growth
The hardware sub-sector showed important growth during 2008 mainly due to the introduction of new innovative technologies such as solar panels which would need to be maintained with new innovative hardware products. On the other side traditional hardware products such as normal bolts, nails, etc showed a declining trend as the competition was very high. The kitchen and bathroom sector also saw growth as consumers preferred buying and fixing such products without professional help in order to save money as the economic situation turned gloomy. The paint and home decoration sector saw good performance during the year as colours and home adornment have an increasing importance in home embellishment and is low-cost way of refreshing the home. Moreover these jobs are considered quite creative and a growing number of women are dedicated to them.
Multinational specialist retailers strongly increase presence
The Italian DIY and gardening retailing structure has started a modernisation process with chained specialised retailers widening their outlet network in the country, especially in the north. These specialised retailers outlets are usually quite ample and their offer is very wide. Small independent retailers facing higher competition have started to join together into associations. Franchising has also become an interesting option for many entrepreneurs who prefer to have the guarantee and the advantages of being part of a larger brand.
Slow but growing potential for the future
In 2009 and 2010 these sectors are expected to perform quite poorly due to the negative economic situation which spread worldwide by the end of 2008. Nevertheless these sectors have important potential in the future, once the economic situation improves, as consumers have recently started to dedicate themselves to these hobbies. The mass media could have an important role in the development of these sectors by spreading the “do it yourself” culture. In fact the DIY sector is expected to see slow but increasing growth in the future mainly because Italians have just started to get interested in DIY. Products targeted to women have an important potential in the future as this segment is slowly developing. Consumers will most probably be attracted by the variety of the offer and by the quality of the customer service.
Table of contents
DIY AND GARDENING IN ITALY : MARKET INSIGHT
EXECUTIVE SUMMARY
Poor summer weather and economic uncertainity impact gardening & DIY
More hectic lifestyles boost gardening & DIY
Hardware, kitchen & bathroom products, paint & decorating see growth
Multinational specialist retailers strongly increase presence
Slow but growing potential for the future
KEY TRENDS AND DEVELOPMENTS
Economic downturn hampers gardening and DIY
Stressful lives? DIY and gardening are the new solutions
The boom of large franchised specialised stores
Home Lovers
Aging Population enjoys gardening and DIY hobbies
MARKET DATA
Table 1 Sales of DIY and Gardening by Sector: Value 2003-2008
Table 2 Sales of DIY and Gardening by Sector: % Value Growth 2003-2008
Table 3 DIY and Gardening Company Shares 2004-2008
Table 4 DIY and Gardening Brand Shares 2005-2008
Table 5 Sales of DIY and Gardening by Distribution Format: % Analysis 2003-2008
Table 6 Forecast Sales of DIY and Gardening by Sector: Value 2008-2013
Table 7 Forecast Sales of DIY and Gardening by Sector: % Value Growth 2008-2013
DEFINITIONS
DIY and gardening
DIY
Building materials
Hardware
Electrical supplies
Hand tools and accessories
Power tools and accessories
Paint/home decorating
Wall/floor/window coverings
Plumbing/heating/cooling
Millwork/doors/windows
Kitchen and bath products
Other DIY
Gardening
Horticultural goods
Garden structures
Gardening equipment
Garden care
Other gardening
Barbecues
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
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
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Emak SpA: Competitive Position 2008
GARDENA ITALIA SPA - DIY AND GARDENING - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Gardena Italia SpA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Gardena Italia SpA: Competitive Position 2008
SOCIETà ITALIANA BRICOLAGE SPA - DIY AND GARDENING - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Societa’ Italiana Bricolage SpA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
UTENSILERIE ASSOCIATE SPA - DIY AND GARDENING - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Summary Utensilerie Associate SpA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Utensilerie Associate: Competitive Position 2008
DIY IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 12 New Product Launches 2007- 2008
SECTOR DATA
Table 8 Sales of DIY by Subsector: Value 2003-2008
Table 9 Sales of DIY by Subsector: % Value Growth 2003-2008
Table 10 DIY Company Shares 2004-2008
Table 11 DIY Brand Shares 2005-2008
Table 12 Sales of DIY by Distribution Format: % Analysis 2003-2008
Table 13 Forecast Sales of DIY by Subsector: Value 2008-2013
Table 14 Forecast Sales of DIY by Subsector: % Value Growth 2008-2013
GARDENING IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 13 New Product Launches 2007- 2008
SECTOR DATA
Table 15 Sales of Gardening by Subsector: Value 2003-2008
Table 16 Sales of Gardening by Subsector: % Value Growth 2003-2008
Table 17 Gardening Company Shares 2004-2008
Table 18 Gardening Brand Shares 2005-2008
Table 19 Sales of Gardening by Distribution Format: % Analysis 2003-2008
Table 20 Forecast Sales of Gardening by Subsector: Value 2008-2013
Table 21 Forecast Sales of Gardening by Subsector: % Value Growth 2008-2013