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Country Report

Italy Flag Direct Selling in Italy

| Pages: 38

Price: US$990

About this Report

Executive Summary

TRENDS

  • Direct selling in Italy remained a healthy channel in 2015 in terms of sales, driven by the presence of a large number of players and a more upmarket product selection. In fact, products sold through this channel carry higher price points compared to the same products sold via traditional store retailers, and companies have been working at developing brand recognition and an aura of exclusivity among consumers.

COMPETITIVE LANDSCAPE

  • Vorwerk Folletto led direct selling with a 32% value share in 2015, followed by Avon Cosmetics with 6% and Just Italia with 5%. Vorwerk Folletto has been present in the country for many years and positive reviews about the quality of its products are passed through word of mouth. In 2014, the company sold almost 900,000 machines, according to company sources. Consumers are assisted in their purchases by local agents, and can count on after-sales support from both the agents as well as appointed appliance stores.

PROSPECTS

  • Direct selling is expected to record a value CAGR of 3% at constant 2015 prices over the forecast period, mainly driven by consumer health products. In fact, health products, such as vitamins and dietary supplements, will be of great interest for Italian consumers, who are increasingly focused on products that enable them to lead a healthy lifestyle. Home care and beauty and personal care products are expected to record slightly negative performances, however, given the increasing competition from other retail channels.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Direct Selling industry in Italy with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Direct Selling industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Direct Selling in Italy market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed market shares for international and locally-based retailers
  • Historic values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • Who are the leading retailers in Italy?
  • How important is direct selling in Italy?
  • How is the direct selling channel being affected by the growth of internet retailing?
  • What strategies are direct sellers employing to compete in a multi-channel environment?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Retailing market research database.

Table of Contents

Direct Selling in Italy - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL DATA

  • Table 1 Direct Selling by Category: Value 2010-2015
  • Table 2 Direct Selling by Category: % Value Growth 2010-2015
  • Table 3 Direct Selling GBO Company Shares: % Value 2011-2015
  • Table 4 Direct Selling GBN Brand Shares: % Value 2012-2015
  • Table 5 Direct Selling Forecasts by Category: Value 2015-2020
  • Table 6 Direct Selling Forecasts by Category: % Value Growth 2015-2020

Direct Selling in Italy - Company Profiles

Vorwerk Folletto SaS in Retailing (Italy)

STRATEGIC DIRECTION

COMPANY BACKGROUND

DIGITAL STRATEGY

  • Summary 1 Vorwerk Folletto SaS: Share of Sales Generated by Internet Retailing 2013-2015

COMPETITIVE POSITIONING

  • Summary 2 Vorwerk Folletto SaS: Competitive Position 2015

Retailing in Italy - Industry Context

EXECUTIVE SUMMARY

Government stimulus continues to increase the cash supply

Major retailers refocus on profit

Non-grocery specialists shows signs of recovery, but still has a long road ahead

Discounters focus on retaining customers after the recession

The brick and mortar experience remains key for Italian consumers

KEY TRENDS AND DEVELOPMENTS

The economic recession forces store rationalisation

Fresh, local, healthy

Amazon shakes up online grocery retailing

OPERATING ENVIRONMENT

Informal retailing

Opening hours

  • Summary 3 Standard Opening Hours by Channel Type 2015

Physical retail landscape

Cash and carry

Seasonality

Payments and delivery

Emerging business models

MARKET DATA

  • Table 7 Sales in Retailing by Store-based vs Non-Store: Value 2010-2015
  • Table 8 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2010-2015
  • Table 9 Sales in Store-based Retailing by Channel: Value 2010-2015
  • Table 10 Store-based Retailing Outlets by Channel: Units 2010-2015
  • Table 11 Sales in Store-based Retailing by Channel: % Value Growth 2010-2015
  • Table 12 Store-based Retailing Outlets by Channel: % Unit Growth 2010-2015
  • Table 13 Sales in Non-Store Retailing by Channel: Value 2010-2015
  • Table 14 Sales in Non-Store Retailing by Channel: % Value Growth 2010-2015
  • Table 15 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2010-2015
  • Table 16 Sales in Non-Grocery Specialists by Channel: Value 2010-2015
  • Table 17 Non-Grocery Specialists Outlets by Channel: Units 2010-2015
  • Table 18 Sales in Non-Grocery Specialists by Channel: % Value Growth 2010-2015
  • Table 19 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2010-2015
  • Table 20 Retailing GBO Company Shares: % Value 2011-2015
  • Table 21 Retailing GBN Brand Shares: % Value 2012-2015
  • Table 22 Store-based Retailing GBO Company Shares: % Value 2011-2015
  • Table 23 Store-based Retailing GBN Brand Shares: % Value 2012-2015
  • Table 24 Store-based Retailing LBN Brand Shares: Outlets 2012-2015
  • Table 25 Non-Store Retailing GBO Company Shares: % Value 2011-2015
  • Table 26 Non-Store Retailing GBN Brand Shares: % Value 2012-2015
  • Table 27 Non-Grocery Specialists GBO Company Shares: % Value 2011-2015
  • Table 28 Non-Grocery Specialists GBN Brand Shares: % Value 2012-2015
  • Table 29 Non-Grocery Specialists LBN Brand Shares: Outlets 2012-2015
  • Table 30 Non-Grocery Specialists LBN Brand Shares: Selling Space 2012-2015
  • Table 31 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2015-2020
  • Table 32 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2015-2020
  • Table 33 Forecast Sales in Store-based Retailing by Channel: Value 2015-2020
  • Table 34 Forecast Store-based Retailing Outlets by Channel: Units 2015-2020
  • Table 35 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2015-2020
  • Table 36 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2015-2020
  • Table 37 Forecast Sales in Non-Store Retailing by Channel: Value 2015-2020
  • Table 38 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2015-2020
  • Table 39 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2015-2020
  • Table 40 Forecast Sales in Non-Grocery Specialists by Channel: Value 2015-2020
  • Table 41 Forecast Non-Grocery Specialists Outlets by Channel: Units 2015-2020
  • Table 42 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2015-2020
  • Table 43 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2015-2020

DEFINITIONS

SOURCES

  • Summary 4 Research Sources

Segmentation

This market research report includes the following:

  • Direct Selling
    • Apparel and Footwear Direct Selling
    • Beauty and Personal Care Direct Selling
    • Consumer Electronics Direct Selling
    • Consumer Healthcare Direct Selling
    • Consumer Appliances Direct Selling
    • Food and Drink Direct Selling
    • Home Care Direct Selling
    • Home Improvement and Gardening Direct Selling
    • Housewares and Home Furnishings Direct Selling
    • Media Products Direct Selling
    • Personal Accessories and Eyewear Direct Selling
    • Pet Care Direct Selling
    • Traditional Toys and Games Direct Selling
    • Video Games Hardware Direct Selling
    • Other Direct Selling

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares

Market size details:

  • Retail value retail selling price excl sales tax % growth
  • Retail value retail selling price excl sales tax local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price excl sales tax per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price incl sales tax % growth
  • Retail value retail selling price incl sales tax local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price incl sales tax per capita local currency, USD, EUR, GBP, CHF, JPY

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