Table of Contents
Overview
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- What you need to know
- Areas covered in this report
Executive Summary
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- The market
- The economy
- Market size
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- Figure 1: Italy: spending on DIY products, 2012-17
- Inflation
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- Figure 2: Italy: consumer prices of DIY-related categories, annual % change, January 2015-March 2017
- The housing market
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- Figure 3: Italy: consumers’ planned spending on housing and home, Q4 2013-Q1 2017
- Consumer confidence
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- Figure 4: Italy: consumer confidence, 2007-17
- Channels of distribution
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- Figure 5: Italy: estimated distribution of spending on DIY and related goods, 2016
- Sector sales and forecast
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- Figure 6: Italy: sales by specialist DIY retailers, 2011-17
- Leading specialists
- Key metrics
- Market shares
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- Figure 7: Italy: leading DIY specialists’ share of all DIY specialists’ sales, 2016
- Online
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- Figure 8: Italy: percentage purchasing online, 2009-16
- The consumer
- Where they shop
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- Figure 9: Italy: DIY retailers bought from in the last 12 months, by in-store or online, March 2017
- Participation in DIY activities
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- Figure 10: Italy: DIY jobs completed in the last 12 months, March 2017
- Attitudes to DIY
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- Figure 11: Italy: attitudes to DIY, March 2017
- What we think
Issues and Insights
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- What chances of an upturn in DIY demand?
- The facts
- The implications
- A sector ripe for rationalisation
- The facts
- The implications
The Market – What You Need to Know
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- Weak economy
- Some positive signs
- Consumer confidence weakening
- Small DIY market
- Specialists take three-quarters of DIY spending
Market Size and Key Drivers
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- A weak recovery
- Mintel DIY market size
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- Figure 12: Italy: DIY products – The Mintel market size (incl. VAT), 2012-17
- Figure 13: Italy: Mintel DIY market size: breakdown by product, 2016
- DIY-related spending categories
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- Figure 14: Italy: consumer spending in detail (incl. VAT), 2012-16
- Inflation
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- Figure 15: Italy: consumer prices of DIY-related categories, annual % change, 2012-16
- Figure 16: Italy: consumer prices of DIY-related categories, annual % change, January 2015-March 17
- Market drivers
- Housing market may have bottomed out
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- Figure 17: Italy: house price index (2010 = 100), Q1 2014-Q4 2016
- Home ownership among the highest in Europe
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- Figure 18: Italy: tenure types: owners vs tenants, 2007-15
- Consumer confidence
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- Figure 19: Italy: consumer confidence, 2007-17
- Consumer spending plans
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- Figure 20: Italy: consumers’ planned spending on housing and home, Q4 2013-Q1 2017
Channels of Distribution
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- Specialists dominate
- Garden centres – Major competitors in the gardening area
- Supermarkets and other stores less important
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- Figure 21: Italy: estimated distribution of spending on DIY and related goods, 2016
Sector Size and Forecast
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- Lacklustre prospects
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- Figure 22: Italy: DIY specialists’ sales (excl. VAT), 2011-16
- Figure 23: Italy: DIY specialists’ sales, forecasts, excl VAT, 2017-21
Leading Specialists – What You Need to Know
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- ADEO the market leader by far
- Fragmented chain
- Scope for rationalisation
- Online
Leading Specialists
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- ADEO the clear leader, followed by OBI
- Smaller groups
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- Figure 24: Italy: leading specialist DIY retailers, sales, 2014-16
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- Figure 25: Italy: leading specialist DIY retailers, outlet numbers, 2014-16
- Figure 26: Italy: leading specialist DIY retailers, sales per outlet, 2014-16
Market Shares
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- Highly fragmented market
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- Figure 27: Italy: leading DIY retailers, market shares, 2014-16
Online
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- Online activity
- Shopping online
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- Figure 28: Italy: percentage purchasing online in the last 12 months, 2009-16
- Online sales
- Leading online players
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- Figure 29: Italy: leading store-based DIY specialists, online presence, 2017
The Consumer – What You Need to Know
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- Specialists dominant
- Small groups
- Amazon is the online leader…
- …but mainly attracts those doing minor tasks
- DIY is popular with younger, more affluent groups
- In-store advice valued
Where They Shop
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- In-store dominant
- Online widely used, but not so often
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- Figure 30: Italy: Retailers used to buy DIY goods in the last 12 months, in-store and online, March 2017
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- Figure 31: Italy: profile of those who had bought DIY goods, whether in-store or online, by type of retailer used, March 2017
Participation in DIY Activities
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- Figure 32: Italy: DIY jobs completed in the last 12 months, March 2017
- DIY or do it with some help
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- Figure 33: Italy: profile of those who complete jobs themselves and those who complete them with help, March 2017
- Use of tradesmen
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- Figure 34: Italy: proportion of DIY jobs completed by tradesmen in the last 12 months, March 2017
- DIY jobs completed by retailers used
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- Figure 35: Italy: DIY jobs done by retailers bought from, March 2017
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Attitudes to DIY
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- DIY is popular
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- Figure 36: Italy: attitudes to DIY, March 2017
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- Figure 37: Italy: profile of those agreeing with attitude statements to DIY, March 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
ADEO
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- What we think
- A portfolio of brands expanding internationally
- Vision 2025
- Smaller city centre stores
- Attracting younger and less confident DIYersff
- Digital and online
- Company background
- Company performance
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- Figure 38: ADEO: group sales performance, 2012-16
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- Figure 39: ADEO: retail formats, 2017
- Figure 40: ADEO: outlet data (main European countries), 2012-16
- Retail offering
- Leroy Merlin
- Other fascia
OBI
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- What we think
- Enhanced in-store experience
- Expansion of customised home improvement and garden project solutions
- Company background
- Company performance
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- Figure 41: OBI: estimated group sales performance, 2012-16
- Figure 42: OBI: outlet data, 2012-16
- Retail offering
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