Executive Summary

Apr 2019
PROSPECTS
Strong presence of neighbourhood stores in Italy

Italy has a large number of independent home improvement stores, usually located in city centres and which are easy to reach without a car. With the Italian population ageing, many consumers appreciate having stores located close to where they live.

Do-it-yourself preferred to do-it-for-me when it comes to indoor painting

With regard to indoor painting, many Italian consumers prefer do-it-yourself over do-it-for-me. On the other hand, when it comes to outdoor painting, professionals are often preferred as they have greater knowledge as to which paint should be used to withstand different weather conditions.

Sunday closures would likely adversely impact the sales of home improvement players

The Italian government is continuing to discuss increasing the number of Sundays during the year when physical stores are obliged to remain closed. Although the move has been strongly condemned by the retailing and manufacturing industries, the Minister of Labour, Luigi di Maio, has declared that legislation could be passed within a year.

COMPETITIVE LANDSCAPE
Ideal Standard Italia relaunches its namesake brand

Ideal Standard remained one of the core brands in Italy in 2018 in bathroom and sanitaryware. Nonetheless, the company has been facing difficulties, resulting in the closure of one of its production plants.

Decorative paint manufacturers develop high performance products

Brand manufacturers of decorative paint have also been struggling due to declining construction activity. The growth of chained DIY operators has not been sufficient to offset this due to strong price competition in an effort to drive store footfall.

Stanley Black & Decker seeks to train its retail partners

In January 2019, Stanley Black & Decker opened a training centre in Monvalle, close to Varese in Northern Italy. The location also hosts a complete product showroom.

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Home Improvement in Italy

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Overview: Discover the latest market trends and uncover sources of future market growth for the Home Improvement 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.

The Home Improvement 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
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

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 market research database.

Home Improvement in Italy - Category analysis

HEADLINES

PROSPECTS

Strong presence of neighbourhood stores in Italy
Do-it-yourself preferred to do-it-for-me when it comes to indoor painting
Sunday closures would likely adversely impact the sales of home improvement players

COMPETITIVE LANDSCAPE

Ideal Standard Italia relaunches its namesake brand
Decorative paint manufacturers develop high performance products
Stanley Black & Decker seeks to train its retail partners

CATEGORY DATA

Table 1 Sales of Home Improvement by Category: Value 2013-2018
Table 2 Sales of Home Improvement by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Home Improvement: % Value 2014-2018
Table 4 LBN Brand Shares of Home Improvement: % Value 2015-2018
Table 5 Distribution of Home Improvement by Format: % Value 2013-2018
Table 6 Forecast Sales of Home Improvement by Category: Value 2018-2023
Table 7 Forecast Sales of Home Improvement by Category: % Value Growth 2018-2023

Home and Garden in Italy - Industry Overview

EXECUTIVE SUMMARY

Home and garden in Italy records modest growth in 2018
Amazon’s Alexa and Google Home among the best-selling products on Black Friday
Ikea remains the leading player in home and garden
Brands invest in guiding customers from the planning phase
Home and garden to be impacted by low prices

MARKET DATA

Table 8 Sales of Home and Garden by Category: Value 2013-2018
Table 9 Sales of Home and Garden by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home and Garden: % Value 2014-2018
Table 11 LBN Brand Shares of Home and Garden: % Value 2015-2018
Table 12 Penetration of Private Label in Home and Garden by Category: % Value 2013-2018
Table 13 Distribution of Home and Garden by Format: % Value 2013-2018
Table 14 Distribution of Home and Garden by Format and Category: % Value 2018
Table 15 Forecast Sales of Home and Garden by Category: Value 2018-2023
Table 16 Forecast Sales of Home and Garden by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources