Housewares And Home Furnishings in Italy
Euromonitor International's Housewares And Home Furnishings 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: 42 | Publication date: Nov 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
Home furnishings; Housewares
Executive summary
Italians crazy for IKEA
IKEA’s solutions are considered by Italians the most attractive compromise between price and style. This explains the boom in IKEA sales in 2006. Affordable prices together with attractive designs turned out to be a successful formula which, after IKEA’s dynamic performance, was adopted by many local manufacturers and distributors. The success of IKEA in Italy demonstrated that it is possible to enter the Italian market by cutting prices, although Italian consumers are not prepared to buy products that lack style.
Design important in housewares and home furnishings
Design and aesthetic patterns always played a crucial role in the Italian market for housewares and home furnishings, as even the lower end of the market saw improvements in design standards. Although sophisticated design and ergonomic shapes were in the past exclusively for the luxury end of the market, in the late 1990s, manufacturers started a fast process of external feature improvements in most housewares and home furnishings.
This process led to a visible reduction in the gap between the low and high ends of the market, without any remarkable price increases. As a consequence of this more competitive framework, many players moved their attention to the mass retail channel and were also stimulated by multi purchases.
Chained outlets drive household textiles and soft furnishings
Household textiles and soft furnishings were positively affected by wider distribution and increased availability of good quality, low priced articles through mass retail and franchised channels. Between 2000 and 2006, many medium-sized independent retailers turned into franchising formats which are becoming popular, particularly in padded furniture (sofas, easy-chairs, etc).
Singles and small households are new key markets
Changing demographics in Italy saw a gradual move away from large family units to smaller households. Chidlren are leaving home at an earlier age, divorce rates are rising, life expectancy is increasing and people are putting off having children until later in life. All of these factors led to an increase in the number of households, with single-person households seeing the largest growth in recent years.
These changes had a direct effect on housewares and home furnishings sales, as new households require all the furniture and housewares to be purchased to set up their new home. Smaller households also meant smaller homes and therefore demand for inexpensive, space saving furniture, which benefited companies such as Ikea.
Table of contents
HOUSEWARES AND HOME FURNISHINGS IN ITALY : MARKET INSIGHT
EXECUTIVE SUMMARY
Italians crazy for IKEA
Design important in housewares and home furnishings
Chained outlets drive household textiles and soft furnishings
Singles and small households are new key markets
KEY TRENDS AND DEVELOPMENTS
Increasing Asian competition affects the Italian market
Retail sales suffer from lower disposable incomes
Italians like design and style
Housing market drives housewares and home furnishing sales
Furniture sector remains fragmented
Changing demographics affect demand
Kitchens still the centre of the home
MARKET DATA
Table 1 Sales of Housewares and Home Furnishings by Sector: Value 2001-2006
Table 2 Sales of Housewares and Home Furnishings by Sector: % Value Growth 2001-2006
Table 3 Housewares and Home Furnishings Company Shares 2004-2006
Table 4 Housewares and Home Furnishings Brand Shares 2004-2006
Table 5 Sales of Housewares and Home Furnishings by Distribution Format: % Analysis 2001-2006
Table 6 Forecast Sales of Housewares and Home Furnishings by Sector: Value 2006-2011
Table 7 Forecast Sales of Housewares and Home Furnishings by Sector: % Value Growth 2006-2011
DEFINITIONS
Housewares
Home furnishings
Summary 1 Research Sources
LOCAL COMPANY PROFILES - ITALY
ALESSI SPA - HOUSEWARES AND HOME FURNISHINGS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Alessi SpA: Key Facts
Summary 3 Alessi SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Alessi SpA: Competitive Position 2006
IGUZZINI SPA - HOUSEWARES AND HOME FURNISHINGS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 iGuzzini SpA: Key Facts
Summary 6 iGuzzini SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 iGuzzini SpA: Competitive Position 2006
IKEA ITALIA SPA - HOUSEWARES AND HOME FURNISHINGS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 IKEA Italia SpA: Key Facts
Summary 9 IKEA Italia SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 IKEA Italia SpA: Competitive Position 2006
MERCATONE UNO SERVICES SPA - HOUSEWARES AND HOME FURNISHINGS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Mercatone Uno Services SpA: Key Facts
Summary 12 Mercatone Uno Services SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Mercatone Uno Services SpA: Competitive Position 2006
NATUZZI SPA - HOUSEWARES AND HOME FURNISHINGS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Natuzzi SpA: Key Facts
Summary 15 Natuzzi SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Natuzzi SpA: Competitive Position 2006
HOUSEWARES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 8 Sales of Housewares by Subsector: Value 2001-2006
Table 9 Sales of Housewares by Subsector: % Value Growth 2001-2006
Table 10 Sales of Housewares by Type 2001-2006
Table 11 Sales of Cookware by Type 2001-2006
Table 12 Sales of Kitchenware by Type 2001-2006
Table 13 Sales of Tableware and Crockery by Type 2001-2006
Table 14 Sales of Cutlery by Type 2001-2006
Table 15 Housewares Company Shares by Retail Value 2004-2006
Table 16 Housewares Brand Shares by Retail Value 2004-2006
Table 17 Sales of Housewares by Distribution Format: % Analysis 2001-2006
Table 18 Forecast Sales of Housewares by Subsector: Value 2006-2011
Table 19 Forecast Sales of Housewares by Subsector: % Value Growth 2006-2011
HOME FURNISHINGS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 20 Sales of Home Furnishings by Subsector: Value 2001-2006
Table 21 Sales of Home Furnishings by Subsector: % Value Growth 2001-2006
Table 22 Home Furnishings Company Shares by Retail Value 2004-2006
Table 23 Home Furnishings Brand Shares by Retail Value 2004-2006
Table 24 Sales of Home Furnishings by Distribution Format: % Analysis 2001-2006
Table 25 Forecast Sales of Home Furnishings by Subsector: Value 2006-2011
Table 26 Forecast Sales of Home Furnishings by Subsector: % Value Growth 2006-2011