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Consumer Appliances in Italy

November 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Consumer Appliances industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Dishwashers
  • Home Laundry Appliances
  • Large Cooking Appliances
  • Microwaves
  • Refrigeration Appliances
  • Air Treatment Products
  • Food Preparation Appliances
  • Personal Care Appliances
  • Small Cooking Appliances
  • Vacuum Cleaners

If you're in the Consumer Appliances industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Consumer Appliances in Italy report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Consumer Appliances in Italy?
  • Which are the leading brands in Italy?
  • How are products distributed in Italy?
  • To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
  • How are considerations such as urban development and the rise in single-person households determining sales growth?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Consumer Appliances in Italy

Consumer appliances in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for consumer appliances?
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2017-2022
Table 2 Replacement Cycles of Consumer Appliances by Category 2017-2022
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2022-2027
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2022-2027
Table 5 Sales of Consumer Appliances by Category: Volume 2017-2022
Table 6 Sales of Consumer Appliances by Category: Value 2017-2022
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2017-2022
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2017-2022
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2017-2022
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2017-2022
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2017-2022
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2017-2022
Table 13 Sales of Small Appliances by Category: Volume 2017-2022
Table 14 Sales of Small Appliances by Category: Value 2017-2022
Table 15 Sales of Small Appliances by Category: % Volume Growth 2017-2022
Table 16 Sales of Small Appliances by Category: % Value Growth 2017-2022
Table 17 NBO Company Shares of Major Appliances: % Volume 2018-2022
Table 18 LBN Brand Shares of Major Appliances: % Volume 2019-2022
Table 19 NBO Company Shares of Small Appliances: % Volume 2018-2022
Table 20 LBN Brand Shares of Small Appliances: % Volume 2019-2022
Table 21 Distribution of Major Appliances by Format: % Volume 2017-2022
Table 22 Distribution of Small Appliances by Format: % Volume 2017-2022
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2022-2027
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2022-2027
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2022-2027
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2022-2027
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2022-2027
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2022-2027
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2022-2027
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2022-2027
Table 31 Forecast Sales of Small Appliances by Category: Volume 2022-2027
Table 32 Forecast Sales of Small Appliances by Category: Value 2022-2027
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2022-2027
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2022-2027

DISCLAIMER

Summary 1 Research Sources

Dishwashers in Italy

KEY DATA FINDINGS

Dishwashers suffers a setback in 2022 as Italy is hit by a cost of living crisis
Electrolux to make consumers more wary about water and energy consumption
Bompani looking for investors while Beko looks to capture demand through lower-priced units and promotions
Sharp looking to carve out a share in dishwashers
A-class dishwashers in demand
Smaller and more compact dishwashers could gain favour in the future while connected options should see growing interest
Table 35 Sales of Dishwashers by Category: Volume 2017-2022
Table 36 Sales of Dishwashers by Category: Value 2017-2022
Table 37 Sales of Dishwashers by Category: % Volume Growth 2017-2022
Table 38 Sales of Dishwashers by Category: % Value Growth 2017-2022
Table 39 Sales of Dishwashers by Format: % Volume 2017-2022
Table 40 Sales of Dishwashers by Connected Appliances: % Volume 2018-2022
Table 41 NBO Company Shares of Dishwashers: % Volume 2018-2022
Table 42 LBN Brand Shares of Dishwashers: % Volume 2019-2022
Table 43 Distribution of Dishwashers by Format: % Volume 2017-2022
Table 44 Production of Dishwashers: Total Volume 2017-2022
Table 45 Forecast Sales of Dishwashers by Category: Volume 2022-2027
Table 46 Forecast Sales of Dishwashers by Category: Value 2022-2027
Table 47 Forecast Sales of Dishwashers by Category: % Volume Growth 2022-2027
Table 48 Forecast Sales of Dishwashers by Category: % Value Growth 2022-2027

Home Laundry Appliances in Italy

KEY DATA FINDINGS

Sales dwindle in 2022 after the dynamism seen the previous year
Noise reduction a plus
Samsung Bespoke line includes washing machine and dryer
Smart apps and energy efficiency key factors to look out for heading into the forecast period
Could subscription services be the future of home laundry appliances?
Beko expected to invest in new technology to add value to its range
Table 49 Sales of Home Laundry Appliances by Category: Volume 2017-2022
Table 50 Sales of Home Laundry Appliances by Category: Value 2017-2022
Table 51 Sales of Home Laundry Appliances by Category: % Volume Growth 2017-2022
Table 52 Sales of Home Laundry Appliances by Category: % Value Growth 2017-2022
Table 53 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2017-2022
Table 54 Sales of Automatic Washing Machines by Format: % Volume 2017-2022
Table 55 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2017-2022
Table 56 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2018-2022
Table 57 NBO Company Shares of Home Laundry Appliances: % Volume 2018-2022
Table 58 LBN Brand Shares of Home Laundry Appliances: % Volume 2019-2022
Table 59 Distribution of Home Laundry Appliances by Format: % Volume 2017-2022
Table 60 Production of Home Laundry Appliances: Total Volume 2017-2022
Table 61 Forecast Sales of Home Laundry Appliances by Category: Volume 2022-2027
Table 62 Forecast Sales of Home Laundry Appliances by Category: Value 2022-2027
Table 63 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2022-2027
Table 64 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2022-2027

Large Cooking Appliances in Italy

KEY DATA FINDINGS

Sales decline as Italians start dining out again
Modern and innovative ovens help consumers cook, avoid food waste, and offer self-cleaning functionality
Government stimulus programme continues to support demand but economic pressures starting to take their toll
Innovation of meaning for cooker hoods
Cheaper foreign brands could gain an advantage as prices rise
Outdoor kitchens could present opportunities for development
Table 65 Sales of Large Cooking Appliances by Category: Volume 2017-2022
Table 66 Sales of Large Cooking Appliances by Category: Value 2017-2022
Table 67 Sales of Large Cooking Appliances by Category: % Volume Growth 2017-2022
Table 68 Sales of Large Cooking Appliances by Category: % Value Growth 2017-2022
Table 69 Sales of Built-in Hobs by Format: % Volume 2017-2022
Table 70 Sales of Ovens by Connected Appliances: % Volume 2018-2022
Table 71 NBO Company Shares of Large Cooking Appliances: % Volume 2018-2022
Table 72 LBN Brand Shares of Large Cooking Appliances: % Volume 2019-2022
Table 73 NBO Company Shares of Built-in Hobs: % Volume 2018-2022
Table 74 NBO Company Shares of Ovens: % Volume 2018-2022
Table 75 NBO Company Shares of Cooker Hoods: % Volume 2018-2022
Table 76 NBO Company Shares of Built-in Cooker Hoods: % Volume 2018-2022
Table 77 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2018-2022
Table 78 NBO Company Shares of Cookers: % Volume 2018-2022
Table 79 NBO Company Shares of Range Cookers: % Volume 2018-2022
Table 80 Distribution of Large Cooking Appliances by Format: % Volume 2017-2022
Table 81 Production of Large Cooking Appliances: Total Volume 2017-2022
Table 82 Forecast Sales of Large Cooking Appliances by Category: Volume 2022-2027
Table 83 Forecast Sales of Large Cooking Appliances by Category: Value 2022-2027
Table 84 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2022-2027
Table 85 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2022-2027

Microwaves in Italy

KEY DATA FINDINGS

Booming tourism in southern Italy boosts demand for microwaves, but overall sales still decline in 2022
Switch to home working arrangements supports demand for microwaves
Disrupted supply chains affecting the availability of lower-priced microwaves
Limited cooking time equals to more limited electricity spending
Men and tourists could support demand for microwaves
E-commerce likely to become increasingly important to sales of microwaves over the forecast period
Table 86 Sales of Microwaves by Category: Volume 2017-2022
Table 87 Sales of Microwaves by Category: Value 2017-2022
Table 88 Sales of Microwaves by Category: % Volume Growth 2017-2022
Table 89 Sales of Microwaves by Category: % Value Growth 2017-2022
Table 90 Sales of Microwaves by Connected Appliances: % Volume 2018-2022
Table 91 NBO Company Shares of Microwaves: % Volume 2018-2022
Table 92 LBN Brand Shares of Microwaves: % Volume 2019-2022
Table 93 Distribution of Microwaves by Format: % Volume 2017-2022
Table 94 Production of Microwaves: Total Volume 2017-2022
Table 95 Forecast Sales of Microwaves by Category: Volume 2022-2027
Table 96 Forecast Sales of Microwaves by Category: Value 2022-2027
Table 97 Forecast Sales of Microwaves by Category: % Volume Growth 2022-2027
Table 98 Forecast Sales of Microwaves by Category: % Value Growth 2022-2027

Refrigeration Appliances in Italy

KEY DATA FINDINGS

Refrigeration appliances suffer as energy prices soar
Mindful eating drives sales of more premium products
Polarisation seen in terms of the size of refrigeration appliances
Consumers habits are changing (again)
Players may need to find new ways to entice consumers to purchase smart refrigeration appliances
Growth in private rentals should create demand for smaller units, while demand for wine coolers is put on ice
Table 99 Sales of Refrigeration Appliances by Category: Volume 2017-2022
Table 100 Sales of Refrigeration Appliances by Category: Value 2017-2022
Table 101 Sales of Refrigeration Appliances by Category: % Volume Growth 2017-2022
Table 102 Sales of Refrigeration Appliances by Category: % Value Growth 2017-2022
Table 103 Sales of Freezers by Format: % Volume 2017-2022
Table 104 Sales of Freezers by Volume Capacity: % Volume 2017-2022
Table 105 Sales of Fridge Freezers by Format: % Volume 2017-2022
Table 106 Sales of Fridge Freezers by Volume Capacity: % Volume 2017-2022
Table 107 Sales of Fridge Freezers by Connected Appliances: % Volume 2018-2022
Table 108 Sales of Fridges by Volume Capacity: % Volume 2017-2022
Table 109 NBO Company Shares of Refrigeration Appliances: % Volume 2018-2022
Table 110 LBN Brand Shares of Refrigeration Appliances: % Volume 2019-2022
Table 111 NBO Company Shares of Built-in Fridge Freezers: % Volume 2018-2022
Table 112 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2018-2022
Table 113 NBO Company Shares of Built-in Fridges: % Volume 2018-2022
Table 114 NBO Company Shares of Freestanding Fridges: % Volume 2018-2022
Table 115 Distribution of Refrigeration Appliances by Format: % Volume 2017-2022
Table 116 Production of Refrigeration Appliances: Total Volume 2017-2022
Table 117 Forecast Sales of Refrigeration Appliances by Category: Volume 2022-2027
Table 118 Forecast Sales of Refrigeration Appliances by Category: Value 2022-2027
Table 119 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2022-2027
Table 120 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2022-2027

Air Treatment Products in Italy

KEY DATA FINDINGS

Superbonus stimulus package continues to drive demand for air conditioners
New innovations provide new competition to air purifiers
Luxury buyers an opportunity for builder merchants and construction
Manufacturers could turn to reshoring and nearshoring efforts to reduce reliance on Asian markets
Demand for air conditioners likely to be influenced by rising energy prices
Air conditioners a must for holiday rentals
Table 121 Sales of Air Treatment Products by Category: Volume 2017-2022
Table 122 Sales of Air Treatment Products by Category: Value 2017-2022
Table 123 Sales of Air Treatment Products by Category: % Volume Growth 2017-2022
Table 124 Sales of Air Treatment Products by Category: % Value Growth 2017-2022
Table 125 Sales of Air Conditioners by Connected Appliances: % Volume 2018-2022
Table 126 NBO Company Shares of Air Treatment Products: % Volume 2018-2022
Table 127 LBN Brand Shares of Air Treatment Products: % Volume 2019-2022
Table 128 Distribution of Air Treatment Products by Format: % Volume 2017-2022
Table 129 Production of Air Conditioners: Total Volume 2017-2022
Table 130 Forecast Sales of Air Treatment Products by Category: Volume 2022-2027
Table 131 Forecast Sales of Air Treatment Products by Category: Value 2022-2027
Table 132 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2022-2027
Table 133 Forecast Sales of Air Treatment Products by Category: % Value Growth 2022-2027

Food Preparation Appliances in Italy

KEY DATA FINDINGS

Interest in food preparation appliances declines as consumers have less time to cook
Government stimulus programme boosts sales of large cooking appliances to the detriment of food preparation appliances
High electricity costs and more time away from home reduce need of food prep
Subscription models for premium food preparation appliances?
Product placement, online platforms and seasonal sales all likely to feature prominently over the forecast period
Building brand awareness will be key, while players could also look to target their products at a male audience
Table 134 Sales of Food Preparation Appliances by Category: Volume 2017-2022
Table 135 Sales of Food Preparation Appliances by Category: Value 2017-2022
Table 136 Sales of Food Preparation Appliances by Category: % Volume Growth 2017-2022
Table 137 Sales of Food Preparation Appliances by Category: % Value Growth 2017-2022
Table 138 NBO Company Shares of Food Preparation Appliances: % Volume 2018-2022
Table 139 LBN Brand Shares of Food Preparation Appliances: % Volume 2019-2022
Table 140 Distribution of Food Preparation Appliances by Format: % Volume 2017-2022
Table 141 Forecast Sales of Food Preparation Appliances by Category: Volume 2022-2027
Table 142 Forecast Sales of Food Preparation Appliances by Category: Value 2022-2027
Table 143 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2022-2027
Table 144 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2022-2027

Personal Care Appliances in Italy

KEY DATA FINDINGS

Personal care appliances remain popular due to the strong value Italians place on personal appearance
GHD targets Gen Z
Spectrum targets younger generations with new range of body shavers
Slow economy prompts DIY approach to personal care
Rising production costs could limit opportunities for promotions and price discounting
Oral care should benefit from desire to maintain healthy teeth and gums in times of economic uncertainty
Table 145 Sales of Personal Care Appliances by Category: Volume 2017-2022
Table 146 Sales of Personal Care Appliances by Category: Value 2017-2022
Table 147 Sales of Personal Care Appliances by Category: % Volume Growth 2017-2022
Table 148 Sales of Personal Care Appliances by Category: % Value Growth 2017-2022
Table 149 Sales of Body Shavers by Format: % Volume 2017-2022
Table 150 Sales of Hair Care Appliances by Format: % Volume 2017-2022
Table 151 NBO Company Shares of Personal Care Appliances 2018-2022
Table 152 LBN Brand Shares of Personal Care Appliances 2019-2022
Table 153 Distribution of Personal Care Appliances by Format: % Volume 2017-2022
Table 154 Forecast Sales of Personal Care Appliances by Category: Volume 2022-2027
Table 155 Forecast Sales of Personal Care Appliances by Category: Value 2022-2027
Table 156 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2022-2027
Table 157 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2022-2027

Small Cooking Appliances in Italy

KEY DATA FINDINGS

Supply chain challenges and rising prices put pressure on volume sales
Coffee machines suffers a setback as consumers return to the workplace and foodservice outlets recover
Groupe SEB increases its share thanks to investments in new product development and marketing
Latest generation ovens could provide stiff competition to some small cooking appliances
HiSense launches light fryers
Sales of kettles set to benefit from increase in private holiday rentals, while sales of pod coffee machines are set to decline
Table 158 Sales of Small Cooking Appliances by Category: Volume 2017-2022
Table 159 Sales of Small Cooking Appliances by Category: Value 2017-2022
Table 160 Sales of Small Cooking Appliances by Category: % Volume Growth 2017-2022
Table 161 Sales of Small Cooking Appliances by Category: % Value Growth 2017-2022
Table 162 Sales of Freestanding Hobs by Format: % Volume 2017-2022
Table 163 NBO Company Shares of Small Cooking Appliances: % Volume 2018-2022
Table 164 LBN Brand Shares of Small Cooking Appliances: % Volume 2019-2022
Table 165 Distribution of Small Cooking Appliances by Format: % Volume 2017-2022
Table 166 Forecast Sales of Small Cooking Appliances by Category: Volume 2022-2027
Table 167 Forecast Sales of Small Cooking Appliances by Category: Value 2022-2027
Table 168 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2022-2027
Table 169 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2022-2027

Vacuum Cleaners in Italy

KEY DATA FINDINGS

Men become a new focus of advertising for vacuum cleaners
Electrolux wins iF Design Award, but Rowenta is the big winner in 2022
Stick vacuum cleaners retain their appeal thanks to the wide range of options and the convenience they offer
Sales set to decline as economic pressures take their toll
Robotic vacuum cleaners seeing growing competition
Direct to consumer sales set to grow as players look to obtain the widest consumer reach
Table 170 Sales of Vacuum Cleaners by Category: Volume 2017-2022
Table 171 Sales of Vacuum Cleaners by Category: Value 2017-2022
Table 172 Sales of Vacuum Cleaners by Category: % Volume Growth 2017-2022
Table 173 Sales of Vacuum Cleaners by Category: % Value Growth 2017-2022
Table 174 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2018-2022
Table 175 NBO Company Shares of Vacuum Cleaners: % Volume 2018-2022
Table 176 LBN Brand Shares of Vacuum Cleaners: % Volume 2019-2022
Table 177 Distribution of Vacuum Cleaners by Format: % Volume 2017-2022
Table 178 Forecast Sales of Vacuum Cleaners by Category: Volume 2022-2027
Table 179 Forecast Sales of Vacuum Cleaners by Category: Value 2022-2027
Table 180 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2022-2027
Table 181 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2022-2027
The following categories and subcategories are included:

Consumer Appliances

    • Built-In Major Appliances
    • Freestanding Major Appliances
      • Built-in Dishwashers
      • Freestanding Dishwashers
      • Built-in Home Laundry Appliances
      • Freestanding Home Laundry Appliances
        • Built-in Automatic Dryers
        • Freestanding Automatic Dryers
        • Built-in Automatic Washer Dryers
        • Freestanding Automatic Washer Dryers
        • Built-in Automatic Washing Machines
        • Freestanding Automatic Washing Machines
      • Semi-Automatic Washing Machines
      • Built-in Large Cooking Appliances
      • Freestanding Large Cooking Appliances
      • Built-in Hobs
      • Ovens
        • Built-in Cooker Hoods
        • Freestanding Cooker Hoods
      • Cookers
      • Range Cookers
      • Built-in Microwaves
      • Freestanding Microwaves
      • Built-in Refrigeration Appliances
      • Freestanding Refrigeration Appliances
        • Built-in Electric Wine Coolers/Chillers
        • Freestanding Electric Wine Coolers/Chillers
        • Built-in Freezers
        • Freestanding Freezers
        • Built-in Fridge Freezers
        • Freestanding Fridge Freezers
        • Built-in Fridges
        • Freestanding Fridges
      • Air Purifiers
          • Portable Room Air Conditioners
          • Split Air Conditioners
          • Window Air Conditioners
        • Air Coolers
        • Cooling Fans
      • Dehumidifiers
      • Humidifiers
      • Blenders
      • Food Processors
        • Centrifugal Juicers
        • Slow Juicers
      • Mixers
      • Other Food Preparation Appliances
    • Heating Appliances
    • Irons
      • Body Shavers
      • Electric Facial Cleansers
      • Hair Care Appliances
        • Battery Toothbrush Units
        • Electric Toothbrush Units
        • Other Oral Care Appliances
      • Other Personal Care Appliances
      • Breadmakers
          • Espresso Coffee Machines
          • Filter Coffee Machines
          • Other Standard Coffee Machines
          • Hard Pods
          • Soft Pods
      • Coffee Mills
        • Light Fryers
        • Deep Fat Fryers
      • Electric Grills
      • Electric Steamers
      • Freestanding Hobs
      • Kettles
      • Rice Cookers
      • Slow Cookers
      • Other Small Cooking Appliances
        • Cylinder Vacuum Cleaners
        • Handheld Vacuum Cleaners
        • Stick Vacuum Cleaners
        • Upright Vacuum Cleaners
        • Steam Vacuum Cleaners
      • Robotic Vacuum Cleaners

Consumer Appliances

Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.

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