Executive Summary

Feb 2019
The stagnant Italian economy and weak housing market prevent strong growth

Consumer appliances in Italy continued to suffer from the sluggish recovery of economic conditions, leading to minimal retail volume growth in 2018. Economic growth in 2018 was weaker than expected due to political uncertainty and the overall slowdown of the European economy.

Consumers increasingly choose energy efficiency over other features

Whilst the average unit prices in consumer appliances in 2018 were partly influenced by innovations and the trend towards built-in appliances, energy efficiency certainly played a role in driving up unit prices. This trend was clearly visible in major appliances, in which most appliances now have energy labelling.

International brands remain competitive through technological enhancements

Consumer appliances in Italy is dominated by international brands. This is mostly seen in major appliances, in which consumers continue to trust household names such as Bosch, Whirlpool, Electrolux, Miele, Philips, Haier and AEG.

Continued growth in internet retailing

Although internet retailing did not account for a large share of sales in consumer appliances in 2018, growth remained strong. More and more Italian consumers are becoming comfortable ordering products online.

Volume growth is expected to slow down compared with the review period

The retail volume CAGR in consumer appliances in the forecast period is expected to be slower than the CAGR seen over the review period, as the Italian economic situation remains uncertain and GDP growth is forecast to remain sluggish. However, innovations and energy-efficient products will be major selling points attracting many consumers to replace their old consumer appliances.

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Consumer Appliances in Italy

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Appliances 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 Consumer Appliances industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

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The Consumer Appliances in Italy market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and 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:

  • What is the market size of Consumer Appliances in Italy?
  • What are the major brands in Italy?
  • How was category performance been affected by current economic climate?
  • How is penetration for consumer appliances going to develop over the medium term?

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 Consumer Appliances market research database.

Consumer Appliances in Italy

EXECUTIVE SUMMARY

The stagnant Italian economy and weak housing market prevent strong growth
Consumers increasingly choose energy efficiency over other features
International brands remain competitive through technological enhancements
Continued growth in internet retailing
Volume growth is expected to slow down compared with the review period

MARKET INDICATORS

Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 2 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 5 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 6 Sales of Consumer Appliances by Category: Value 2013-2018
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 13 Sales of Small Appliances by Category: Volume 2013-2018
Table 14 Sales of Small Appliances by Category: Value 2013-2018
Table 15 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 16 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 17 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 18 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 19 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 20 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 21 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 22 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 31 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 32 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Microwaves in Italy

HEADLINES

PROSPECTS

Microwaves struggles to achieve growth
Consumer demands vary; thus, creating challenges and opportunities for suppliers
Pressure on manufacturers and retailers from internet retailing

COMPETITIVE LANDSCAPE

Whirlpool continues to lead
Price-competitive, good-quality products support Whirlpool’s lead
Mimicking ovens

CATEGORY DATA

Table 35 Sales of Microwaves by Category: Volume 2013-2018
Table 36 Sales of Microwaves by Category: Value 2013-2018
Table 37 Sales of Microwaves by Category: % Volume Growth 2013-2018
Table 38 Sales of Microwaves by Category: % Value Growth 2013-2018
Table 39 Sales of Microwaves by Connected Appliances: % Volume 2014-2018
Table 40 NBO Company Shares of Microwaves: % Volume 2014-2018
Table 41 LBN Brand Shares of Microwaves: % Volume 2015-2018
Table 42 Distribution of Microwaves by Format: % Volume 2013-2018
Table 43 Production, Imports and Exports of Microwaves: Total Volume 2013-2018
Table 44 Forecast Sales of Microwaves by Category: Volume 2018-2023
Table 45 Forecast Sales of Microwaves by Category: Value 2018-2023
Table 46 Forecast Sales of Microwaves by Category: % Volume Growth 2018-2023
Table 47 Forecast Sales of Microwaves by Category: % Value Growth 2018-2023

Personal Care Appliances in Italy

HEADLINES

PROSPECTS

The growing focus on personal grooming boosts demand for various product types
The health and wellness trend particularly supports sales of oral care appliances
New devices to take care of oneself at home

COMPETITIVE LANDSCAPE

Philips maintains its lead
Remington is amongst the leaders in terms of innovation
New launches in oral care appliances

CATEGORY DATA

Table 48 Sales of Personal Care Appliances by Category: Volume 2013-2018
Table 49 Sales of Personal Care Appliances by Category: Value 2013-2018
Table 50 Sales of Personal Care Appliances by Category: % Volume Growth 2013-2018
Table 51 Sales of Personal Care Appliances by Category: % Value Growth 2013-2018
Table 52 Sales of Body Shavers by Format: % Volume 2013-2018
Table 53 Sales of Hair Care Appliances by Format: % Volume 2013-2018
Table 54 NBO Company Shares of Personal Care Appliances 2014-2018
Table 55 LBN Brand Shares of Personal Care Appliances 2015-2018
Table 56 Distribution of Personal Care Appliances by Format: % Volume 2013-2018
Table 57 Forecast Sales of Personal Care Appliances by Category: Volume 2018-2023
Table 58 Forecast Sales of Personal Care Appliances by Category: Value 2018-2023
Table 59 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2018-2023
Table 60 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2018-2023

Air Treatment Products in Italy

HEADLINES

PROSPECTS

Growth is set to remain positive for air conditioners due to Ecobonus 2018
The expected move from air coolers to air purifiers
Seasonality characterises sales

COMPETITIVE LANDSCAPE

The projected growth of split air conditioners will benefit Daikin
Hisense’s premium innovation: Kelon
Dyson confirms its reputation as one of the most innovative players
Chart 1 Dyson Pure Cool

CATEGORY DATA

Table 61 Sales of Air Treatment Products by Category: Volume 2013-2018
Table 62 Sales of Air Treatment Products by Category: Value 2013-2018
Table 63 Sales of Air Treatment Products by Category: % Volume Growth 2013-2018
Table 64 Sales of Air Treatment Products by Category: % Value Growth 2013-2018
Table 65 Sales of Air Conditioners by Connected Appliances: % Volume 2014-2018
Table 66 NBO Company Shares of Air Treatment Products: % Volume 2014-2018
Table 67 LBN Brand Shares of Air Treatment Products: % Volume 2015-2018
Table 68 Distribution of Air Treatment Products by Format: % Volume 2013-2018
Table 69 Production, Imports and Exports of Air Conditioners: Total Volume 2013-2018
Table 70 Forecast Sales of Air Treatment Products by Category: Volume 2018-2023
Table 71 Forecast Sales of Air Treatment Products by Category: Value 2018-2023
Table 72 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2018-2023
Table 73 Forecast Sales of Air Treatment Products by Category: % Value Growth 2018-2023

Dishwashers in Italy

HEADLINES

PROSPECTS

Kitchen refurbishments increase sales
Convenience continues to push product development
Forecast period trends

COMPETITIVE LANDSCAPE

Whirlpool EMEA pushes growth through marketing and promotions
Brands and retailers focus on water efficiency and energy efficiency
Connected appliances account for only a small share of sales

CATEGORY DATA

Table 74 Sales of Dishwashers by Category: Volume 2013-2018
Table 75 Sales of Dishwashers by Category: Value 2013-2018
Table 76 Sales of Dishwashers by Category: % Volume Growth 2013-2018
Table 77 Sales of Dishwashers by Category: % Value Growth 2013-2018
Table 78 Sales of Dishwashers by Format: % Volume 2013-2018
Table 79 Sales of Dishwashers by Connected Appliances: % Volume 2014-2018
Table 80 NBO Company Shares of Dishwashers: % Volume 2014-2018
Table 81 LBN Brand Shares of Dishwashers: % Volume 2015-2018
Table 82 Distribution of Dishwashers by Format: % Volume 2013-2018
Table 83 Production, Imports and Exports of Dishwashers: Total Volume 2013-2018
Table 84 Forecast Sales of Dishwashers by Category: Volume 2018-2023
Table 85 Forecast Sales of Dishwashers by Category: Value 2018-2023
Table 86 Forecast Sales of Dishwashers by Category: % Volume Growth 2018-2023
Table 87 Forecast Sales of Dishwashers by Category: % Value Growth 2018-2023

Food Preparation Appliances in Italy

HEADLINES

PROSPECTS

Cooking for leisure boosts demand
Rising health awareness and hotter summers have a positive impact
Certain food preparation appliances are enjoying strong demand

COMPETITIVE LANDSCAPE

Innovation increases volume sales
De’Longhi remains the clear leader
The launch of “super blenders”

CATEGORY DATA

Table 88 Sales of Food Preparation Appliances by Category: Volume 2013-2018
Table 89 Sales of Food Preparation Appliances by Category: Value 2013-2018
Table 90 Sales of Food Preparation Appliances by Category: % Volume Growth 2013-2018
Table 91 Sales of Food Preparation Appliances by Category: % Value Growth 2013-2018
Table 92 NBO Company Shares of Food Preparation Appliances: % Volume 2014-2018
Table 93 LBN Brand Shares of Food Preparation Appliances: % Volume 2015-2018
Table 94 Distribution of Food Preparation Appliances by Format: % Volume 2013-2018
Table 95 Forecast Sales of Food Preparation Appliances by Category: Volume 2018-2023
Table 96 Forecast Sales of Food Preparation Appliances by Category: Value 2018-2023
Table 97 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2018-2023
Table 98 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2018-2023

Home Laundry Appliances in Italy

HEADLINES

PROSPECTS

Smart home laundry appliances are increasingly appreciated
Energy efficiency is becoming standard
Freestanding home laundry appliances are the standard

COMPETITIVE LANDSCAPE

Whirlpool EMEA leads home laundry appliances
Developments by Whirlpool in automatic tumble dryers
The launch of premium innovations
Chart 2 LG FH4G1BCS2W 12+2kg TwinWash Washing Machine with TrueSteam and TurboWash technology

CATEGORY DATA

Table 99 Sales of Home Laundry Appliances by Category: Volume 2013-2018
Table 100 Sales of Home Laundry Appliances by Category: Value 2013-2018
Table 101 Sales of Home Laundry Appliances by Category: % Volume Growth 2013-2018
Table 102 Sales of Home Laundry Appliances by Category: % Value Growth 2013-2018
Table 103 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2014-2018
Table 104 Sales of Automatic Washing Machines by Format: % Volume 2013-2018
Table 105 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2013-2018
Table 106 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2014-2018
Table 107 NBO Company Shares of Home Laundry Appliances: % Volume 2014-2018
Table 108 LBN Brand Shares of Home Laundry Appliances: % Volume 2015-2018
Table 109 Distribution of Home Laundry Appliances by Format: % Volume 2013-2018
Table 110 Production, Imports and Exports of Home Laundry Appliances: Total Volume 2013-2018
Table 111 Forecast Sales of Home Laundry Appliances by Category: Volume 2018-2023
Table 112 Forecast Sales of Home Laundry Appliances by Category: Value 2018-2023
Table 113 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2018-2023
Table 114 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2018-2023

Large Cooking Appliances in Italy

HEADLINES

PROSPECTS

Flexibility and multifunctionality shape large cooking appliances
Built-in continues to outperform freestanding
Pyrolytic ovens finally catch up in terms of price

COMPETITIVE LANDSCAPE

Innovation and a good reputation mean domestic players are secure for now
The competition is expected to increase
Innovation in cooker hoods with Falmec
Chart 3 Falmec Sintesi

CATEGORY DATA

Table 115 Sales of Large Cooking Appliances by Category: Volume 2013-2018
Table 116 Sales of Large Cooking Appliances by Category: Value 2013-2018
Table 117 Sales of Large Cooking Appliances by Category: % Volume Growth 2013-2018
Table 118 Sales of Large Cooking Appliances by Category: % Value Growth 2013-2018
Table 119 Sales of Built-in Hobs by Format: % Volume 2013-2018
Table 120 Sales of Ovens by Connected Appliances: % Volume 2014-2018
Table 121 NBO Company Shares of Large Cooking Appliances: % Volume 2014-2018
Table 122 LBN Brand Shares of Large Cooking Appliances: % Volume 2015-2018
Table 123 NBO Company Shares of Built-in Hobs: % Volume 2014-2018
Table 124 NBO Company Shares of Ovens: % Volume 2014-2018
Table 125 NBO Company Shares of Cooker Hoods: % Volume 2014-2018
Table 126 NBO Company Shares of Built-in Cooker Hoods: % Volume 2014-2018
Table 127 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2014-2018
Table 128 NBO Company Shares of Cookers: % Volume 2014-2018
Table 129 NBO Company Shares of Range Cookers: % Volume 2014-2018
Table 130 Distribution of Large Cooking Appliances by Format: % Volume 2013-2018
Table 131 Production, Imports and Exports of Large Cooking Appliances: Total Volume 2013-2018
Table 132 Forecast Sales of Large Cooking Appliances by Category: Volume 2018-2023
Table 133 Forecast Sales of Large Cooking Appliances by Category: Value 2018-2023
Table 134 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2018-2023
Table 135 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2018-2023

Refrigeration Appliances in Italy

HEADLINES

PROSPECTS

The desire to minimise food wastage underpins product development
Energy-efficient and smart refrigeration appliances will enjoy rising demand
The set-up of Italian homes benefits fridge-freezers

COMPETITIVE LANDSCAPE

Whirlpool’s leading position is down to tradition, presence and image
LG launches InstaView to minimise food wastage
Iconic Black by Haier
Chart 4 Haier HTF-610DSN7

CATEGORY DATA

Table 136 Sales of Refrigeration Appliances by Category: Volume 2013-2018
Table 137 Sales of Refrigeration Appliances by Category: Value 2013-2018
Table 138 Sales of Refrigeration Appliances by Category: % Volume Growth 2013-2018
Table 139 Sales of Refrigeration Appliances by Category: % Value Growth 2013-2018
Table 140 Sales of Freezers by Format: % Volume 2013-2018
Table 141 Sales of Freezers by Volume Capacity: % Volume 2013-2018
Table 142 Sales of Fridge Freezers by Format: % Volume 2013-2018
Table 143 Sales of Fridge Freezers by Volume Capacity: % Volume 2013-2018
Table 144 Sales of Fridge Freezers by Connected Appliances: % Volume 2014-2018
Table 145 Sales of Fridges by Volume Capacity: % Volume 2013-2018
Table 146 NBO Company Shares of Refrigeration Appliances: % Volume 2014-2018
Table 147 LBN Brand Shares of Refrigeration Appliances: % Volume 2015-2018
Table 148 NBO Company Shares of Built-in Fridge Freezers: % Volume 2014-2018
Table 149 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2014-2018
Table 150 NBO Company Shares of Built-in Fridges: % Volume 2014-2018
Table 151 NBO Company Shares of Freestanding Fridges: % Volume 2014-2018
Table 152 Distribution of Refrigeration Appliances by Format: % Volume 2013-2018
Table 153 Production, Imports and Exports of Refrigeration Appliances: Total Volume 2013-2018
Table 154 Forecast Sales of Refrigeration Appliances by Category: Volume 2018-2023
Table 155 Forecast Sales of Refrigeration Appliances by Category: Value 2018-2023
Table 156 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2018-2023
Table 157 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2018-2023

Small Cooking Appliances in Italy

HEADLINES

PROSPECTS

Healthy living and the passion for coffee support sales
Informed decision-making
Coffee machines leads small cooking appliances

COMPETITIVE LANDSCAPE

Manufacturers of hard pod coffee machines shape the sales rankings
Premiumisation and design contribute to value growth
The need for innovative product launches

CATEGORY DATA

Table 158 Sales of Small Cooking Appliances by Category: Volume 2013-2018
Table 159 Sales of Small Cooking Appliances by Category: Value 2013-2018
Table 160 Sales of Small Cooking Appliances by Category: % Volume Growth 2013-2018
Table 161 Sales of Small Cooking Appliances by Category: % Value Growth 2013-2018
Table 162 Sales of Freestanding Hobs by Format: % Volume 2013-2018
Table 163 NBO Company Shares of Small Cooking Appliances: % Volume 2014-2018
Table 164 LBN Brand Shares of Small Cooking Appliances: % Volume 2015-2018
Table 165 Distribution of Small Cooking Appliances by Format: % Volume 2013-2018
Table 166 Forecast Sales of Small Cooking Appliances by Category: Volume 2018-2023
Table 167 Forecast Sales of Small Cooking Appliances by Category: Value 2018-2023
Table 168 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2018-2023
Table 169 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2018-2023

Vacuum Cleaners in Italy

HEADLINES

PROSPECTS

Stick and handheld vacuum cleaners continue to gain popularity
Robotic vacuum cleaners and wet and dry vacuum cleaners are better received
Interest in energy-efficient vacuum cleaners leads to faster value growth

COMPETITIVE LANDSCAPE

Vorwerk remains the leader
Dyson sees the fastest growth
New entrants increase the competition in robotic vacuum cleaners

CATEGORY DATA

Table 170 Sales of Vacuum Cleaners by Category: Volume 2013-2018
Table 171 Sales of Vacuum Cleaners by Category: Value 2013-2018
Table 172 Sales of Vacuum Cleaners by Category: % Volume Growth 2013-2018
Table 173 Sales of Vacuum Cleaners by Category: % Value Growth 2013-2018
Table 174 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2014-2018
Table 175 NBO Company Shares of Vacuum Cleaners: % Volume 2014-2018
Table 176 LBN Brand Shares of Vacuum Cleaners: % Volume 2015-2018
Table 177 Distribution of Vacuum Cleaners by Format: % Volume 2013-2018
Table 178 Forecast Sales of Vacuum Cleaners by Category: Volume 2018-2023
Table 179 Forecast Sales of Vacuum Cleaners by Category: Value 2018-2023
Table 180 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2018-2023
Table 181 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2018-2023

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