Table of Contents
Overview
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- What you need to know
- Key issues covered in this Report
- Areas covered in this report
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- Figure 1: Coicop classifications used for the Mintel market size, 2019
Executive Summary
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- The market
- Consumer spending
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- Figure 2: Italy: consumer spending on DIY products (including VAT), 2015-19
- Market drivers
- Sector size and forecast
- Channels of distribution
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- Figure 3: Italy: Estimated distribution of DIY spending by channel, 2019
- Companies and brands
- Key metrics
- Market shares
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- Figure 4: Italy: Leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2019
- Online
- The consumer
- Where they shop
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- Figure 5: Italy: Where DIY/home improvements products were bought in the last 12 months, March 2020
- DIY projects carried out
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- Figure 6: Italy: DIY projects carried out at home in the last 12 months, March 2020
- Behaviours when planning a DIY project
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- Figure 7: Italy: Behaviours relating to DIY, March 2020
- Sources of inspiration for DIY projects
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- Figure 8: Italy: Sources of inspiration for DIY projects, March 2020
- What we think
The Impact of COVID-19 on DIY Retailing
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- Short, medium and long-term impact on the sector
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- Figure 9: Short, medium and long term impact of COVID-19 on DIY retailing, May 2020
- Opportunities and threats
- Seizing the online opportunity
- Moving from ‘Do It for Me’ to ‘Do It Yourself’
- Retailers must rise to the challenge of socially-distanced shopping
- Adapting services to the ‘new-normal’
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- Figure 11: B&Q stores offering remote advice in the UK, May 2020
- Community, co-operation and ethical considerations come to the fore
- Impact on the DIY retailing sector
- Leading players will have to adapt to the changes in the market
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- Figure 12: Europe: Specialist DIY retailers’ sales and forecast sales, 2014-24
- Figure 13: Europe: Detailed specialist DIY retailers’ sales and forecast sales, by country, 2018-24
- The impact of COVID-19 on consumer behaviour across Europe
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- Figure 14: Europe: Those extremely worried about the risk of being exposed to COVID-19, March, April and May 2020*
- Spending priorities during lockdown
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- Figure 15: Europe: Changes made to lives as a result of the COVID-19, May 2020*
- Spending intentions for home and garden products
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- Figure 16: Europe: spending intentions for home and garden products in the next month, May 2020*
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- Figure 17: Europe: Net balance of expected spending* on home and garden products, May 2020**
- How the crisis will affect key consumer segments
- Older age groups most concerned about becoming infected and changes to lifestyle
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- Figure 18: Europe: Those extremely worried about the risk of being exposed to COVID-19, by gender and age, May 2020*
- Spending on home and garden products will be subdued in the short term
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- Figure 19: Europe: Net balance of expected spending* on home and garden products, by age, May 2020**
- Online shopping growth opportunities
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- Figure 20: Europe: Proportion of shoppers who increased their online shopping, by age, May 2020*
- Online shift is about more than just having an online shop
Issues and Insights
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- COVID-19 set to have major impact on Italian DIY retailers’ sales
- How will the distribution of Italian DIY retailing change in the next few years?
- The facts
- The implications
- Will online buying of DIY products take off in 2020?
- The facts
- The implications
The Market – What You Need to Know
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- Weak economy holding back consumer spending, even before COVID-19
- DIY spending growth slows in past two years
- High levels of home ownership provide good conditions for DIY demand
- Slowing specialists’ sales growth will be exacerbated by COVID-19
- Specialists still account for four-fifths of spending on DIY
Consumer Spending
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- Already weak Italian economy set to be devastated by COVID-19
- Mintel DIY market size
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- Figure 21: Italy: DIY products – the Mintel market size (incl. VAT), 2015-19
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- Figure 22: Italy: Mintel DIY Market size: breakdown by product category, 2019
- DIY-related spending categories
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- Figure 23: Italy: Consumer spending in detail (including VAT), 2015-19
Market Drivers
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- Home ownership
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- Figure 24: Italy: Tenure types: owners vs tenants, % of households, 2010-18
- Figure 25: Italy: comparison of home ownership levels with other major European countries, 2018
- Consumer spending plans
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- Figure 26: Italy: Consumers’ planned spending on housing and home in the next 12 months, Q1 2017- Q1 2020
Sector Size and Forecast
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- Slowing growth will be exacerbated by COVID-19
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- Figure 27: Italy: DIY specialists, sales (excl. VAT), 2015-19
- Figure 28: Italy: DIY specialists, forecast sales (excl. VAT), 2020-24
Inflation
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- Figure 29: Italy: Consumer prices* of DIY-related categories, annual % change, 2015-19
- Figure 30: Italy: Consumer prices* of DIY related categories, annual % change, January 2019-February 2020
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Channels of Distribution
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- Specialists still account for four-fifths of spending on DIY
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- Figure 31: Italy: Estimated distribution of DIY spending, by channel, 2019
Companies and Brands – What You Need to Know
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- French-owned Groupe ADEO brands lead the market
- Consolidation continues but market remains fragmented
- Online share growing but still low
Leading Players
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- COVID-19 and the leading DIY retailers
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- Figure 32: Italy: Leading specialist DIY retailers, sales, 2015-19
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- Figure 33: Italy: Leading specialist DIY retailers, outlet numbers, 2015-19
- Sales per outlet
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- Figure 34: Italy: Leading specialist DIY retailers: sales per outlet, 2015-19
Market Shares
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- Figure 35: Italy: Leading specialist DIY retailers: shares of all DIY specialists’ sales, 2015-19
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Online
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- Online activity
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- Figure 36: Italy: Household broadband internet penetration vs EU average, 2010-19
- Shopping online
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- Figure 37: Italy: Goods bought online in the past 12 months, 2010-19
- Online sales of DIY
- Leading online players
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- Figure 38: Italy: Leading retailers’ estimated online sales of DIY, 2018
The Consumer – What You Need to Know
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- Important note
- Most shoppers combine in-store and online buying of DIY products
- Three-quarters of Italians have done DIY in the past year
- Almost half have compared prices online
- Female DIY buyers more open to inspiration
Where They Shop for DIY
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- Figure 39: Italy: Where DIY/home improvements products were bought in the last 12 months, March 2020
- Trend data
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- Figure 40: Italy: Where DIY/Home improvement products were bought in the last 12 months, leading DIY specialists, 2017-20***
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- Figure 41: Italy: Where DIY/Home improvement products were bought in the last 12 months, leading DIY specialists, March 2020
- Leroy Merlin attracts higher proportion of women than men
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- Figure 42: Italy: Where DIY/Home improvement products were bought in the last 12 months, leading DIY specialists, by gender, March 2020
- eBay has a male bias.
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- Figure 43: Italy: Where DIY/Home improvement products were bought in the last 12 months, leading non-specialists, by gender, March 2020
- Leroy Merlin customers tend to be from older age groups
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- Figure 44: Italy: Where DIY/Home improvement products were bought in the past 12 months, leading DIY specialists, by age, March 2020
- Hypermarket shoppers are younger
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- Figure 45: Italy: Where DIY/Home improvement products were bought in the last 12 months, leading non-specialists, by age, March 2020
- In-store channel still most popular
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- Figure 46: Italy: Where DIY/Home improvement products were bought in the last 12 months, in-store buyers vs online buyers, March 2020
- Vast majority of buyers combine in-store and online buying
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- Figure 47: Italy: Analysis of buyers of DIY/Home improvement products, March 2020
- Specialists still the most popular type of outlet
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- Figure 48: Italy: Where DIY/Home improvement products were bought in the last 12 months, by type of retailer, March 2020
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- Figure 49: Italy: Where DIY/Home improvement products were bought in the last 12 months, by type of retailer, March 2020
- Customer profile of DIY retailers
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- Figure 50: ITALY: Profile of DIY shopper, by retailer used, March 2020
- Customer loyalty
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- Figure 51: Italy: Other retailers Leroy Merlin DIY/home improvement product shoppers have bought from in the last 12 months, March 2020
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- Figure 52: Italy: Other retailers OBI DIY/home improvement product shoppers have bought from in the last 12 months, March 2020
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- Figure 53: Italy: Other retailers Amazon DIY/home improvement product shoppers have bought from in the last 12 months, March 2020
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DIY Projects Carried Out
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- Figure 54: Italy: DIY projects carried out at home in the last 12 months, March 2020
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- Figure 55: Italy: DIY projects carried out at home in the last 12 months, by tenure, March 2020
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- Figure 56: Italy: DIY projects carried out at home in the last 12 months, by age, March 2020
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- Figure 57: Italy: DIY projects carried out at home in the last 12 months, by DIY specialist retailer shopped at for DIY/home improvement products in past 12 months, March 2020
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Behaviours When Planning a DIY Project
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- Figure 58: Italy: Behaviours relating to DIY, March 2020
- Young turn to friends/family, YouTube for help and advice
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- Figure 59: Italy: Behaviours relating to DIY, by age, March 2020
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Sources of Inspiration for DIY Projects
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- Inspiration particularly important to women
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- Figure 60: Italy: Sources of inspiration for DIY projects, by gender, March 2020
- Social media is the biggest influence for under-35s
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- Figure 61: Italy: Sources of inspiration for DIY projects, by age, March 2020
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- Figure 62: Italy: retailer shopped at for DIY/home improvement products in the past 12 months, by sources of inspiration for DIY projects, March 2020
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
ADEO
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- What we think
- New city centre kitchen showroom concept
- Simplifying the shopping experience
- Expanded services offering in Spain
- Curated offering via ‘how to’ tutorials
- COVID-19 response: conversational bots and drive-through to cope with expanded online demand
- Company background
- Company performance
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- Figure 63: ADEO: Estimated group sales performance, 2015-19
- Figure 64: ADEO: Estimated outlet data, 2015-19
- Retail offering
- Leroy Merlin
- Other fascia
OBI
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- What we think
- Holistic solution provider
- Creative in-store concept to draw in customers
- Digital shopping assistants to simplify the online DIY buying experience
- Innovative outdoor workshop and concept store to empower and inspire customers
- Response to COVID-19
- Company background
- Company performance
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- Figure 65: OBI: Group financial performance, 2015-19
- Figure 66: OBI: Outlet data, 2015-19
- Retail offering
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