Domestic Electrical Appliances in Italy
Euromonitor International's Domestic Electrical Appliances 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: 181 | 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
Large kitchen appliances; Small electrical appliances
Executive summary
2006 Sees Stronger Growth in Domestic Electrical Appliance Sales
In the latter part of 2006, consumer confidence remained high compared to 2005, thanks to the change of government after the elections and Italy's victory in the World Football Cup in that year. This brought new hope and enthusiasm to Italians after the economic recession of 2005. Both disposable incomes and consumer confidence recovered in 2006, although the memory of 2005 made Italians more price sensitive and careful when buying goods. Increased consumer confidence bodes well for the domestic appliances market, particularly large appliances.
Polarisation Squeezes Mid-range Appliances
In 2006, consumers appeared to look with increasing interest either at niche technological products or at very low-priced items. As a consequence, mid-priced items are losing ground in the Italian domestic electrical appliances market.
Most consumers are still sensitive to price, whilst those that are less so want to own the latest generation products. The only way to revitalise the medium band is to inform consumers in a better way, by helping them to choose products that directly meet their needs, instead of the cheapest or the most up-to-date. Retailers need to help customer on this, whilst companies need to focus on innovation and marketing.
Innovation in Products Creates Value
Innovation is the driver for creation of value, not only for consumers and manufacturers, but also for retailers and distributors.
An example of successful innovation that created value in 2006 was the launch of the hairdryer with ionic technology. Even though hairdryers have a high penetration rate in Italy, with sales being influenced mainly by a regular replacement cycle, the introduction of ion technology led to double digit growth in both volume and value terms. The average price of hairdryers increased in 2006, because more expensive professional products were sold.
Strong Demand for Energy-Saving Models
The price of electricity in Italy is very high, estimated to be 40-50% above the average of European countries. Moreover, because of recent environmental concerns, consumer preferences have changed, with Italians showing more interest in "class A" appliances, as they seek to reduce their electricity bills, as well as for environmental reasons.
Easy-to-use Products and After-sales Service Are in Demand
Manufacturers should take into consideration the fact that customers are increasingly asking for assistance after purchasing. This includes product usage guidance, product support and warranties. Moreover, ease of use and the fashionable design of products are also becoming important determinants of the consumer's purchase decision. These factors will need to be appreciated by manufacturers if they are to succeed in the market.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN ITALY : MARKET INSIGHT
EXECUTIVE SUMMARY
2006 Sees Stronger Growth in Domestic Electrical Appliance Sales
Polarisation Squeezes Mid-range Appliances
Innovation in Products Creates Value
Strong Demand for Energy-Saving Models
Easy-to-use Products and After-sales Service Are in Demand
KEY TRENDS AND DEVELOPMENTS
Sales Boosted by Increased Access to Consumer Credit
Changing Italian Lifestyles Lead to Higher Sales of Small Domestic Appliances
Consumers and Manufacturers Conditioned by Italian Economic Slowdown
Increased Competition Pushes Down Prices of Appliances
Grocery Multiples Dominate Sales
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2001-2006
Table 2 Replacement Cycles of Domestic Electrical Appliances by Sector 2006
MARKET DATA
Table 3 Sales of Domestic Electrical Appliances by Sector: Volume 2001-2006
Table 4 Sales of Domestic Electrical Appliances by Sector: Value 2001-2006
Table 5 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2001-2006
Table 6 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2001-2006
Table 7 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2001-2006
Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2001-2006
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2001-2006
Table 10 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2001-2006
Table 11 Company Shares of Large Kitchen Appliances 2002-2006
Table 12 Brand Shares of Large Kitchen Appliances 2003-2006
Table 13 Company Shares of Small Kitchen Appliances (Non-cooking) 2002-2006
Table 14 Brand Shares of Small Kitchen Appliances (Non-cooking) 2003-2006
Table 15 Large Kitchen Appliances by Distribution Format: % Breakdown 2001-2006
Table 16 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2006-2011
Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2006-2011
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2006-2011
Table 19 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2006-2011
Table 20 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2006-2011
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2006-2011
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2006-2011
Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2006-2011
DEFINITIONS
Sector and Subsector Definitions
Distribution Definitions
Units of Measurement
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - ITALY
ANTONIO MERLONI SPA - DOMESTIC ELECTRICAL APPLIANCES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Antonio Merloni SpA: Key Facts
Summary 3 Antonio Merloni SpA: Operational Indicators 2003-2005
COMPANY BACKGROUND
PRODUCTION
Summary 4 Antonio Merloni SpA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 5 Antonio Merloni SpA: Competitive Position 2006
DE'LONGHI SPA - DOMESTIC ELECTRICAL APPLIANCES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 6 De'Longhi SpA: Key Facts
Summary 7 De'Longhi SpA: Operational Indicators 2003-2005
COMPANY BACKGROUND
PRODUCTION
Summary 8 De'Longhi SpA: Production Statistics 2006
COMPETITIVE POSITIONING
IAR SILTAL SPA - DOMESTIC ELECTRICAL APPLIANCES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Iar Siltal SpA: Key Facts
Summary 10 Iar Siltal SpA: Operational Indicators 2003-2005
COMPANY BACKGROUND
PRODUCTION
Summary 11 Iar Siltal SpA: Production Statistics 2006
COMPETITIVE POSITIONING
POLTI SPA - DOMESTIC ELECTRICAL APPLIANCES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Polti SpA: Key Facts
Summary 13 Polti SpA: Operational Indicators 2003-2005
COMPANY BACKGROUND
PRODUCTION
Summary 14 Polti SpA: Production Statistics 2006
COMPETITIVE POSITIONING
SAECO INTERNATIONAL GROUP SPA - DOMESTIC ELECTRICAL APPLIANCES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Saeco International Group SpA: Key Facts
Summary 16 Saeco International Group SpA: Operational Indicators 2003-2005
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 Saeco International Group SpA: Competitive Position 2006
REFRIGERATION APPLIANCES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Sales of Refrigeration Appliances by Subsector: Volume 2001-2006
Table 25 Sales of Refrigeration Appliances by Subsector: Value 2001-2006
Table 26 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2001-2006
Table 27 Sales of Refrigeration Appliances by Subsector: % Value Growth 2001-2006
Table 28 Sales of Fridge Freezers by Format: % Breakdown 2003-2006
Table 29 Sales of Fridges by Format: % Breakdown 2003-2006
Table 30 Sales of Freezers by Format: % Breakdown 2003-2006
Table 31 Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2003-2006
Table 32 Company Shares of Refrigeration Appliances 2002-2006
Table 33 Brand Shares of Refrigeration Appliances 2003-2006
Table 34 Company Shares of Built-in Fridge Freezers 2002-2006
Table 35 Company Shares of Freestanding Fridge Freezers 2002-2006
Table 36 Company Shares of Built-in Fridges 2002-2006
Table 37 Company Shares of Freestanding Fridges 2002-2006
Table 38 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2006-2011
Table 39 Forecast Sales of Refrigeration Appliances by Subsector: Value 2006-2011
Table 40 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2006-2011
Table 41 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2006-2011
HOME LAUNDRY APPLIANCES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Sales of Home Laundry Appliances by Subsector: Volume 2001-2006
Table 43 Sales of Home Laundry Appliances by Subsector: Value 2001-2006
Table 44 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2001-2006
Table 45 Sales of Home Laundry Appliances by Subsector: % Value Growth 2001-2006
Table 46 Sales of Automatic Washing Machines by Format: % Breakdown 2001-2006
Table 47 Company Shares of Home Laundry Appliances 2002-2006
Table 48 Brand Shares of Home Laundry Appliances 2003-2006
Table 49 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2006-2011
Table 50 Forecast Sales of Home Laundry Appliances by Subsector: Value 2006-2011
Table 51 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2006-2011
Table 52 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2006-2011
DISHWASHERS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 53 Sales of Dishwashers by Subsector: Volume 2001-2006
Table 54 Sales of Dishwashers by Subsector: Value 2001-2006
Table 55 Sales of Dishwashers by Subsector: % Volume Growth 2001-2006
Table 56 Sales of Dishwashers by Subsector: % Value Growth 2001-2006
Table 57 Company Shares of Dishwashers 2002-2006
Table 58 Brand Shares of Dishwashers 2003-2006
Table 59 Forecast Sales of Dishwashers by Subsector: Volume 2006-2011
Table 60 Forecast Sales of Dishwashers by Subsector: Value 2006-2011
Table 61 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2006-2011
Table 62 Forecast Sales of Dishwashers by Subsector: % Value Growth 2006-2011
LARGE COOKING APPLIANCES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of Large Cooking Appliances by Subsector: Volume 2001-2006
Table 64 Sales of Large Cooking Appliances by Subsector: Value 2001-2006
Table 65 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2001-2006
Table 66 Sales of Large Cooking Appliances by Subsector: % Value Growth 2001-2006
Table 67 Sales of Cookers by Gas/Electric: % Breakdown 2001-2006
Table 68 Sales of Range Cookers by Format: % Breakdown 2001-2006
Table 69 Sales of Ovens by Standard/Multifunctional: % Breakdown 2001-2006
Table 70 Sales of Built-in Hobs by Format: % Breakdown 2001-2006
Table 71 Sales of Freestanding Hobs by Format: % Breakdown 2001-2006
Table 72 Company Shares of Large Cooking Appliances 2002-2006
Table 73 Brand Shares of Large Cooking Appliances 2003-2006
Table 74 Company Shares of Ovens 2002-2006
Table 75 Company Shares of Hobs 2002-2006
Table 76 Company Shares of Built-in Hobs 2002-2006
Table 77 Company Shares of Freestanding Hobs 2002-2006
Table 78 Company Shares of Cooker Hoods 2002-2006
Table 79 Company Shares of Built-in Cooker Hoods 2002-2006
Table 80 Company Shares of Freestanding Cooker Hoods 2002-2006
Table 81 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2006-2011
Table 82 Forecast Sales of Large Cooking Appliances by Subsector: Value 2006-2011
Table 83 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2006-2011
Table 84 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2006-2011
MICROWAVES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 85 Sales of Microwaves by Subsector: Volume 2001-2006
Table 86 Sales of Microwaves by Subsector: Value 2001-2006
Table 87 Sales of Microwaves by Subsector: % Volume Growth 2001-2006
Table 88 Sales of Microwaves by Subsector: % Value Growth 2001-2006
Table 89 Company Shares of Microwaves 2002-2006
Table 90 Brand Shares of Microwaves 2003-2006
Table 91 Microwaves by Distribution Format: % Analysis 2001-2006
Table 92 Forecast Sales of Microwaves by Subsector: Volume 2006-2011
Table 93 Forecast Sales of Microwaves by Subsector: Value 2006-2011
Table 94 Forecast Sales of Microwaves by Subsector: % Volume Growth 2006-2011
Table 95 Forecast Sales of Microwaves by Subsector: % Value Growth 2006-2011
FOOD PREPARATION APPLIANCES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 96 Sales of Food Preparation Appliances by Subsector: Volume 2001-2006
Table 97 Sales of Food Preparation Appliances by Subsector: Value 2001-2006
Table 98 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2001-2006
Table 99 Sales of Food Preparation Appliances by Subsector: % Value Growth 2001-2006
Table 100 Company Shares of Food Preparation Appliances 2002-2006
Table 101 Brand Shares of Food Preparation Appliances 2003-2006
Table 102 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2006-2011
Table 103 Forecast Sales of Food Preparation Appliances by Subsector: Value 2006-2011
Table 104 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2006-2011
Table 105 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2006-2011
SMALL COOKING APPLIANCES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 106 Sales of Small Cooking Appliances by Subsector: Volume 2001-2006
Table 107 Sales of Small Cooking Appliances by Subsector: Value 2001-2006
Table 108 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2001-2006
Table 109 Sales of Small Cooking Appliances by Subsector: % Value Growth 2001-2006
Table 110 Unit Sales of Coffee Machines by Format: % Breakdown 2003-2006
Table 111 Company Shares of Small Cooking Appliances 2002-2006
Table 112 Brand Shares of Small Cooking Appliances 2003-2006
Table 113 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2006-2011
Table 114 Forecast Sales of Small Cooking Appliances by Subsector: Value 2006-2011
Table 115 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2006-2011
Table 116 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2006-2011
SMALL KITCHEN APPLIANCES (NON-COOKING) IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 117 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2001-2006
Table 118 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2001-2006
Table 119 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2001-2006
Table 120 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2001-2006
Table 121 Company Shares of Small Kitchen Appliances (Non-cooking) 2002-2006
Table 122 Brand Shares of Small Kitchen Appliances (Non-cooking) 2003-2006
Table 123 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2006-2011
Table 124 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2006-2011
Table 125 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2006-2011
Table 126 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2006-2011
VACUUM CLEANERS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 127 Sales of Vacuum Cleaners by Subsector: Volume 2001-2006
Table 128 Sales of Vacuum Cleaners by Subsector: Value 2001-2006
Table 129 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2001-2006
Table 130 Sales of Vacuum Cleaners by Subsector: % Value Growth 2001-2006
Table 131 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2003-2006
Table 132 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2003-2006
Table 133 Company Shares of Vacuum Cleaners 2002-2006
Table 134 Brand Shares of Vacuum Cleaners 2003-2006
Table 135 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2006-2011
Table 136 Forecast Sales of Vacuum Cleaners by Subsector: Value 2006-2011
Table 137 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2006-2011
Table 138 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2006-2011
IRONS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 139 Sales of Irons: 2001-2006
Table 140 Sales of Irons: % Growth 2001-2006
Table 141 Company Shares of Irons 2002-2006
Table 142 Brand Shares of Irons 2003-2006
Table 143 Forecast Sales of Irons: 2006-2011
Table 144 Forecast Sales of Irons: % Growth 2006-2011
PERSONAL CARE APPLIANCES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 145 Sales of Personal Care Appliances: 2001-2006
Table 146 Sales of Personal Care Appliances: % Growth 2001-2006
Table 147 Sales of Hair Care Appliances by Format: % Breakdown 2001-2006
Table 148 Sales of Body Shavers by Type: % Breakdown 2001-2006
Table 149 Company Shares of Personal Care Appliances 2002-2006
Table 150 Brand Shares of Personal Care Appliances 2003-2006
Table 151 Forecast Sales of Personal Care Appliances: 2006-2011
Table 152 Forecast Sales of Personal Care Appliances: % Growth 2006-2011
AIR TREATMENT PRODUCTS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 153 Sales of Air Treatment Products: 2001-2006
Table 154 Sales of Air Treatment Products: % Growth 2001-2006
Table 155 Company Shares of Air Treatment Products 2002-2006
Table 156 Brand Shares of Air Treatment Products 2003-2006
Table 157 Forecast Sales of Air Treatment Products: 2006-2011
Table 158 Forecast Sales of Air Treatment Products: % Growth 2006-2011
HEATING APPLIANCES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 159 Retail Sales of Heating Appliances: 2001-2006
Table 160 Retail Sales of Heating Appliances: % Growth 2001-2006
Table 161 Company Shares of Heating Appliances 2002-2006
Table 162 Brand Shares of Heating Appliances 2003-2006
Table 163 Forecast Sales of Heating Appliances: 2006-2011
Table 164 Forecast Sales of Heating Appliances: % Growth 2006-2011