Table of Contents
Executive Summary
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- Spending and inflation
- The specialists sector
- The leading specialists
- Online
- The consumer: Where they shop
- The consumer: Shopping habits and attitudes
- What we think
Issues and Insights
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- Underdeveloped online presence
- The facts
- The implications
- A focus on light DIY is putting pressure on the specialists
- The facts
- The implications
Consumer Spending and Inflation
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- Key points
- Mintel DIY market size
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- Figure 3: Italy: DIY products – the Mintel market size (incl. VAT), 2010-15
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- Figure 4: Italy: DIY products market size breakdown, 2014
- DIY-related spending categories
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- Figure 5: Italy: Consumer spending on DIY-related categories (incl. VAT), 2010-15
- Inflation
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- Figure 6: Italy: Consumer prices index: Annual % change, DIY categories, 2010-14
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- Figure 7: Italy: Harmonised indices of consumer prices for DIY-related categories – annual % change, Jan 2014-march 2015
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- Figure 8: Italy: Harmonised indices of consumer prices for DIY-related categories – annual % change, Jan 2014-march 2015
- Economy and consumer confidence
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- Figure 9: Italy: Consumer and retailer confidence levels, January 2014 – April 2015
Specialists Sales and Forecasts
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- Key points
- Small signs of a slow recovery
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- Figure 10: Italy: DIY retail sales (excl. VAT), 2010-15
- Figure 11: Italy: DIY retail sales forecasts (excl. VAT), 2015-19
Leading Specialists – Financials and Outlets
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- Key points
- Groupe Adeo leads the market
- Obi sales stagnate
- Other retailers are a long way behind
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- Figure 12: Italy: Leading DIY retailers, net revenues, 2012-14
- Figure 13: Italy: Leading DIY retailers, outlet numbers, 2012-14
- Figure 14: Italy: Leading DIY retailers, sales per outlet, 2012-14
Market Shares
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- Figure 15: Italy: Leading DIY retailers, market share, 2012-14
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Online
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- Italy behind when it comes to e-commerce
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- Figure 16: Italy: Online purchasing, 2009-14
- Figure 17: Italy: Online retailers of DIY and DIY related categories, 2014
- Possible signs of change
The Consumer – Where they Shop
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- Key points
- What we asked
- Groupe Adeo dominates the DIY market
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- Figure 18: Italy: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, March 2015
- Online remains underdeveloped
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- Figure 19: The consumer: Retailers used for DIY purchases in the past 12 months, by in-store or online, March 2015
- Trend data: 2013-15
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- Figure 20: Italy: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, March 2013, February 2014 and March 2015
- Demographic trends among DIY specialist shoppers
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- Figure 21: Italy: The consumer: Bought from a specialist in the past 12 months, in-store or online, by age group, March 2015
- Regional strengths of the specialists
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- Figure 22: Italy: The consumer: Any bought from selected specialists in the past 12 months, by region, March 2015
The Consumer – Shopping Habits and Attitudes
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- Key points
- What we asked
- Level of home maintenance/improvement in the last year
- Basic and light DIY most popular
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- Figure 23: Italy: The consumer: DIY work completed in the last year, March 2015
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- Figure 24: Italy: The consumer: Profiles of DIYers by type of home improvement, March 2015
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- Figure 25: Italy The consumer: DIY work completed in the last year, by age. March 2015
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- Figure 26: Italy: The consumer: DIY work completed in the last year, by retailer used, March 2015
- DIY/home improvement plans over the next 12 months
- Most expect to do DIY jobs themselves
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- Figure 27: Italy: The consumer: DIY/Home improvement plans in the next 12 months, March 2015
- Demographics of those who plan to do DIY in the next 12 months
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- Figure 28: Italy: The consumer: Those planning to buy materials and do the job themselves in the next 12 months, by gender, age and region, March 2015
- Specific areas of spending in the next 12 months
- Even spread across major planned tasks
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- Figure 29: Italy: The consumer: Areas of spending in the next 12 months, March 2015
- House size correlation
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- Figure 30: Italy: The consumer: Areas of spending in the next 12 months, by household size, March 2015
- Market drivers
- Price the differentiating factor
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- Figure 31: Italy: The consumer: Importance of factors when deciding where to buy DIY, March 2015
- Importance by age
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- Figure 32: Italy: The consumer: Market drivers, by age, March 2015
- Importance by retailer
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- Figure 33: Italy: The consumer: Market drivers, by where they shop, March 2015
Groupe Adeo
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- What we think
- Is France saturated ?
- Looking for growth internationally
- Commitment to e-commerce and innovative services
- Company background
- Company performance
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- Figure 34: Groupe Adeo: Group sales performance, 2010-14
- Figure 35: Groupe Adeo: Estimated European sales by country, excl. VAT, 2013-14
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- Figure 36: Groupe Adeo: Retail formats, 2015
- Figure 37: Groupe Adeo: Outlet data, 2010-14
- Retail offering
- Leroy Merlin
- Other fascia
OBI
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- What we think
- In talks to take over competitor bauMax
- International expansion focused on Russia
- Small metropolitan stores
- Testing same day delivery service
- Value for money proposition
- Company background
- Company performance
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- Figure 38: OBI: Estimated group financial performance, excl. VAT, 2010-14
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- Figure 39: OBI: Estimated outlet data, 2010-14
- Retail offering
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