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.
Tables: 176 | Publication date: Nov 2008
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- 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
Safe and quality wins over cheap and inefficient
2007 was a very good year for branded/high-end domestic electrical appliances in Italy. Greater consumption of these products was driven mainly by the lack of post-sales services with no-brand products. As leading branded manufacturers usually have a good reputation, they continue to offer quality, assistance and safety to maintain leadership; Italian consumers and retailers chose well-known manufacturers in 2007.
Tax incentive stimulates replacement of polluting refrigerators
A 20% tax allowance on the purchase of high-efficiency fridges was introduced in the Budget Law 2007: the initiative was very successful and boosted sales of energy-saving fridge freezers. Manufacturers are now asking the government to also introduce deductions for other large domestic appliances, such as washing machines and dishwashers.
Goodbye moka: with new generation machines coffee prepared at home is as good as that served in cafés
Technology and elegance characterised the Italian market for coffee machines in 2007, resulting in one of the fastest-growing domestic electrical appliances. Coffee machines are now available in many variants and are able to prepare coffee similar to that produced by professional baristas. “At home as served in cafés” is the claim of new generation coffee machines that have a wider range of accessories and greater functionality but are at the same time more intuitive and easier to maintain. Attractive design is another characteristic that helped boost sales in this market.
Multiple durable goods retailers continued expansion in 2007
According to AIRES, the Italian trade association of Specialist Multiple Electrical Goods Retailers, established in 2006, in its first year of activity revenues of its members (including Elite, Euronics, Expert, Gre/Trony, Media Market and Unieuro) exceeded DEA market performance. Italians increasingly trust large chained durable goods retailers where they can find a wide range of models and brands at reasonable prices. Furthermore, manufacturers and retailers see marketing as an opportunity to produce further growth.
Ease-of-use, practicality and design: DEA products as attractive pieces of furniture
As Italian lifestyles have become increasingly hectic, ease-of-use and practicality are two important features in demand. In 2007 most multinational and domestic producers introduced new technologies with more intelligent products and niche products to meet consumer demand for more advanced domestic electrical appliances. Moreover, many DEA manufacturers are increasingly focusing more resources on the design of their products. Designers such as Pininfarina, Giugiaro and the Porsche Design Group have been recruited to create more aesthetically-pleasing domestic electrical appliances, with attractive shapes and colours that lend themselves to placement in any room in the home.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN ITALY : MARKET INSIGHT
EXECUTIVE SUMMARY
Safe and quality wins over cheap and inefficient
Tax incentive stimulates replacement of polluting refrigerators
Goodbye moka: with new generation machines coffee prepared at home is as good as that served in cafés
Multiple durable goods retailers continued expansion in 2007
Ease-of-use, practicality and design: DEA products as attractive pieces of furniture
KEY TRENDS AND DEVELOPMENTS
Consumers are more interested in technology, innovation and post-purchasing assistance than price
Consumer credit continues helping sales of domestic electrical appliances
Multiple electrical goods retailers and hypermarkets win competition for sales
Consumer confidence is down again
Domestic electrical appliances help to simplify life
The high cost of energy boosts sales of energy-saving models
Innovation in design: the last frontier of DEA manufacturers
Low-cost countries increasingly attract manufacturers
MARKET INDICATORS
Table 1 Household Ownership of Durable Goods 2007
Table 2 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2002-2007
Table 3 Replacement Cycles of Domestic Electrical Appliances by Sector 2007
MARKET DATA
Table 4 Sales of Domestic Electrical Appliances by Sector: Volume 2002-2007
Table 5 Sales of Domestic Electrical Appliances by Sector: Value 2002-2007
Table 6 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2002-2007
Table 7 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2002-2007
Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2002-2007
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2002-2007
Table 10 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2002-2007
Table 11 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2002-2007
Table 12 Company Shares of Large Kitchen Appliances 2003-2007
Table 13 Brand Shares of Large Kitchen Appliances 2004-2007
Table 14 Company Shares of Small Kitchen Appliances (Non-cooking) 2003-2007
Table 15 Brand Shares of Small Kitchen Appliances (Non-cooking) 2004-2007
Table 16 Large Kitchen Appliances by Distribution Format: % Breakdown 2002-2007
Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2007-2012
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2007-2012
Table 19 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2007-2012
Table 20 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2007-2012
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2007-2012
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2007-2012
Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2007-2012
Table 24 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2007-2012
DEFINITIONS
Sector and Subsector Definitions
Distribution Definitions
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
COMPANY BACKGROUND
PRODUCTION
Summary 4 Antonio Merloni SpA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Antonio Merloni SpA: Competitive Position 2007
BIMAR SPA - DOMESTIC ELECTRICAL APPLIANCES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Bimar SpA: Key Facts
Summary 7 Bimar SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 Bimar SpA: Production Statistics 2007
COMPETITIVE POSITIONING
DE'LONGHI SPA - DOMESTIC ELECTRICAL APPLIANCES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 9 De’Longhi SpA: Key Facts
Summary 10 De’Longhi SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 De’Longhi SpA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 12 De’Longhi SpA: Competitive Position 2007
POLTI SPA - DOMESTIC ELECTRICAL APPLIANCES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Polti SpA: Key Facts
Summary 14 Polti SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 15 Polti SpA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 16 Polti SpA: Competitive Position 2007
SAECO INTERNATIONAL GROUP SPA - DOMESTIC ELECTRICAL APPLIANCES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Saeco International Group SpA: Key Facts
Summary 18 Saeco International Group SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
REFRIGERATION APPLIANCES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 25 Retail Sales of Wine 2002-2012
Table 26 Sales of Chilled Food v Frozen Food 2002-2012
Table 27 Sales of Fresh Food 2002-2012
Table 28 Sales of Refrigeration Appliances by Subsector: Volume 2002-2007
Table 29 Sales of Refrigeration Appliances by Subsector: Value 2002-2007
Table 30 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2002-2007
Table 31 Sales of Refrigeration Appliances by Subsector: % Value Growth 2002-2007
Table 32 Company Shares of Refrigeration Appliances 2003-2007
Table 33 Brand Shares of Refrigeration Appliances 2004-2007
Table 34 Company Shares of Built-in Fridge Freezers 2003-2007
Table 35 Company Shares of Freestanding Fridge Freezers 2003-2007
Table 36 Company Shares of Built-in Fridges 2003-2007
Table 37 Company Shares of Freestanding Fridges 2003-2007
Table 38 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2007-2012
Table 39 Forecast Sales of Refrigeration Appliances by Subsector: Value 2007-2012
Table 40 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2007-2012
Table 41 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2007-2012
HOME LAUNDRY APPLIANCES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Sales of Home Laundry Appliances by Subsector: Volume 2002-2007
Table 43 Sales of Home Laundry Appliances by Subsector: Value 2002-2007
Table 44 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2002-2007
Table 45 Sales of Home Laundry Appliances by Subsector: % Value Growth 2002-2007
Table 46 Company Shares of Home Laundry Appliances 2003-2007
Table 47 Brand Shares of Home Laundry Appliances 2004-2007
Table 48 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2007-2012
Table 49 Forecast Sales of Home Laundry Appliances by Subsector: Value 2007-2012
Table 50 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2007-2012
Table 51 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2007-2012
DISHWASHERS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Sales of Dishwashers by Subsector: Volume 2002-2007
Table 53 Sales of Dishwashers by Subsector: Value 2002-2007
Table 54 Sales of Dishwashers by Subsector: % Volume Growth 2002-2007
Table 55 Sales of Dishwashers by Subsector: % Value Growth 2002-2007
Table 56 Company Shares of Dishwashers 2003-2007
Table 57 Brand Shares of Dishwashers 2004-2007
Table 58 Forecast Sales of Dishwashers by Subsector: Volume 2007-2012
Table 59 Forecast Sales of Dishwashers by Subsector: Value 2007-2012
Table 60 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2007-2012
Table 61 Forecast Sales of Dishwashers by Subsector: % Value Growth 2007-2012
LARGE COOKING APPLIANCES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Large Cooking Appliances by Subsector: Volume 2002-2007
Table 63 Sales of Large Cooking Appliances by Subsector: Value 2002-2007
Table 64 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2002-2007
Table 65 Sales of Large Cooking Appliances by Subsector: % Value Growth 2002-2007
Table 66 Company Shares of Large Cooking Appliances 2003-2007
Table 67 Brand Shares of Large Cooking Appliances 2004-2007
Table 68 Company Shares of Cookers 2003-2007
Table 69 Company Shares of Range Cookers 2003-2007
Table 70 Company Shares of Ovens 2003-2007
Table 71 Company Shares of Hobs 2003-2007
Table 72 Company Shares of Built-in Hobs 2003-2007
Table 73 Company Shares of Freestanding Hobs 2003-2007
Table 74 Company Shares of Cooker Hoods 2003-2007
Table 75 Company Shares of Built-in Cooker Hoods 2003-2007
Table 76 Company Shares of Freestanding Cooker Hoods 2003-2007
Table 77 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2007-2012
Table 78 Forecast Sales of Large Cooking Appliances by Subsector: Value 2007-2012
Table 79 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2007-2012
Table 80 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2007-2012
MICROWAVES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 81 Retail Sales of Ready Made Meals 2002-2012
Table 82 Sales of Microwaves by Subsector: Volume 2002-2007
Table 83 Sales of Microwaves by Subsector: Value 2002-2007
Table 84 Sales of Microwaves by Subsector: % Volume Growth 2002-2007
Table 85 Sales of Microwaves by Subsector: % Value Growth 2002-2007
Table 86 Company Shares of Microwaves 2003-2007
Table 87 Brand Shares of Microwaves 2004-2007
Table 88 Microwaves by Distribution Format: % Analysis 2002-2007
Table 89 Forecast Sales of Microwaves by Subsector: Volume 2007-2012
Table 90 Forecast Sales of Microwaves by Subsector: Value 2007-2012
Table 91 Forecast Sales of Microwaves by Subsector: % Volume Growth 2007-2012
Table 92 Forecast Sales of Microwaves by Subsector: % Value Growth 2007-2012
FOOD PREPARATION APPLIANCES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 93 Sales of Food Preparation Appliances by Subsector: Volume 2002-2007
Table 94 Sales of Food Preparation Appliances by Subsector: Value 2002-2007
Table 95 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2002-2007
Table 96 Sales of Food Preparation Appliances by Subsector: % Value Growth 2002-2007
Table 97 Company Shares of Food Preparation Appliances 2003-2007
Table 98 Brand Shares of Food Preparation Appliances 2004-2007
Table 99 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2007-2012
Table 100 Forecast Sales of Food Preparation Appliances by Subsector: Value 2007-2012
Table 101 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2007-2012
Table 102 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2007-2012
SMALL COOKING APPLIANCES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 103 Retail Sales of Coffee 2002-2012
Table 104 Share of Coffee Pods % Breakdown 2004-2007
Table 105 Sales of Small Cooking Appliances by Subsector: Volume 2002-2007
Table 106 Sales of Small Cooking Appliances by Subsector: Value 2002-2007
Table 107 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2002-2007
Table 108 Sales of Small Cooking Appliances by Subsector: % Value Growth 2002-2007
Table 109 Company Shares of Small Cooking Appliances 2003-2007
Table 110 Brand Shares of Small Cooking Appliances 2004-2007
Table 111 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2007-2012
Table 112 Forecast Sales of Small Cooking Appliances by Subsector: Value 2007-2012
Table 113 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2007-2012
Table 114 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2007-2012
SMALL KITCHEN APPLIANCES (NON-COOKING) IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 115 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2002-2007
Table 116 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2002-2007
Table 117 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2002-2007
Table 118 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2002-2007
Table 119 Company Shares of Small Kitchen Appliances (Non-cooking) 2003-2007
Table 120 Brand Shares of Small Kitchen Appliances (Non-cooking) 2004-2007
Table 121 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2007-2012
Table 122 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2007-2012
Table 123 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2007-2012
Table 124 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2007-2012
VACUUM CLEANERS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 125 Sales of Vacuum Cleaners by Subsector: Volume 2002-2007
Table 126 Sales of Vacuum Cleaners by Subsector: Value 2002-2007
Table 127 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2002-2007
Table 128 Sales of Vacuum Cleaners by Subsector: % Value Growth 2002-2007
Table 129 Company Shares of Vacuum Cleaners 2003-2007
Table 130 Brand Shares of Vacuum Cleaners 2004-2007
Table 131 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2007-2012
Table 132 Forecast Sales of Vacuum Cleaners by Subsector: Value 2007-2012
Table 133 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2007-2012
Table 134 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2007-2012
IRONS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 135 Sales of Irons: 2002-2007
Table 136 Sales of Irons: % Growth 2002-2007
Table 137 Company Shares of Irons 2003-2007
Table 138 Brand Shares of Irons 2004-2007
Table 139 Forecast Sales of Irons: 2007-2012
Table 140 Forecast Sales of Irons: % Growth 2007-2012
PERSONAL CARE APPLIANCES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 141 Sales of Personal Care Appliances: 2002-2007
Table 142 Sales of Personal Care Appliances: % Growth 2002-2007
Table 143 Company Shares of Personal Care Appliances 2003-2007
Table 144 Brand Shares of Personal Care Appliances 2004-2007
Table 145 Forecast Sales of Personal Care Appliances: 2007-2012
Table 146 Forecast Sales of Personal Care Appliances: % Growth 2007-2012
AIR TREATMENT PRODUCTS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 147 Sales of Air Treatment Products: 2002-2007
Table 148 Sales of Air Treatment Products: % Growth 2002-2007
Table 149 Company Shares of Air Treatment Products 2003-2007
Table 150 Brand Shares of Air Treatment Products 2004-2007
Table 151 Forecast Sales of Air Treatment Products: 2007-2012
Table 152 Forecast Sales of Air Treatment Products: % Growth 2007-2012
HEATING APPLIANCES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 153 Retail Sales of Heating Appliances: 2002-2007
Table 154 Retail Sales of Heating Appliances: % Growth 2002-2007
Table 155 Company Shares of Heating Appliances 2003-2007
Table 156 Brand Shares of Heating Appliances 2004-2007
Table 157 Forecast Sales of Heating Appliances: 2007-2012
Table 158 Forecast Sales of Heating Appliances: % Growth 2007-2012