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
Executive Summary
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- The market
- Consumer spending
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- Figure 2: Italy: consumer spending on DIY products (including VAT), 2016-20
- Market drivers
- Sector size and forecast
- Channels of distribution
- Companies and brands
- Key metrics
- Market shares
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- Figure 3: Italy: leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2020
- Online
- The consumer
- Where they shop for DIY products
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- Figure 4: Italy: where DIY/home improvement products were bought in the last 12 months, March 2021
- COVID-19 related attitudes and behaviours in DIY
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- Figure 5: Italy: COVID-19-related attitudes and behaviours in DIY, March 2021
- Interest in DIY innovations
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- Figure 6: Italy: interest in DIY innovations, March 2021
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 7: Short, medium and long term impact of COVID-19 on DIY retailing, May 2021
- Opportunities and threats
- Online advances by several years due to COVID-19 restrictions
- Leveraging the power of technology to enhance service
- AR can help customers visualise the products in situ
- Using apps to ride on the convenience trend
- COVID-19 brings a wave of new demand
- New store formats, new opportunities
- Concessions provide opportunities with one-stop shoppers
- Smaller specialists could suffer
- Competition from online and non-specialists is greater than ever
- How long will interest in DIY projects remain elevated?
- How COVID-19 will reshape the industry
- Rapid delivery could be a key differentiator moving forward
- Eco-friendly credentials and sustainability could gain further traction
- Community and localism here to stay
- Discounters could strengthen their position in DIY
- Physical and digital merge providing a feeling of shopping in-store from home
- The impact of COVID-19 on consumer behaviour across Europe
- COVID-19 concerns remain steady
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- Figure 8: Europe: those extremely worried about the risk of being exposed to COVID-19, March 2020-May 2021*
- Impact of COVID on unemployment: worst could be yet to come?
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- Figure 9: Europe: financial impact of COVID-19, March 2021*
- Consumers in Spain and Italy most likely to have cut back on non-essential spending
- Consumers in mainland Europe most concerned about time spent in-store
- Click and collect enhances online capacity
- Contactless payment booms
- Staying closer to home benefits local businesses
- Online shopping grows in popularity
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- Figure 10: Europe: changes to shopping behaviour since the start of the COVID-19 outbreak, May 2021*
- Home and garden products generally not a spending priority but DIY the exception
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- Figure 11: Net balance* of expected spending on selected items in the next month, May 2021**
- Mainland Europeans more pessimistic about home and garden spending than British
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- Figure 12: Europe: expected spending on home and garden products in the next month, May 2021*
- How the crisis is impacting on key consumer segments
- Women are more concerned about the virus
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- Figure 13: Europe: those extremely worried about the risk of being exposed to COVID-19, by gender and age, May 2021*
- Women most likely to be shopping more online in all countries
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- Figure 14: Europe: consumers shopping more online, by gender and age, May 2021*
- Younger age groups keener on click and collect
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- Figure 15: Europe: consumers using click-and-collect more, by gender and age, May 2021*
- Women and older people most likely to limit time in-store
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- Figure 16: Europe: consumers trying to limit the time they spend in-store, by gender and age, May 2021*
- Spanish consumers most likely to be shopping local
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- Figure 17: Europe: consumers shopping more from local businesses, by gender and age, May 2021*
- COVID-19: market context
- France
- Germany
- Italy
- Spain
- UK
Issues and Insights
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- How can retailers use the experience of COVID-19 to increase brand loyalty?
- How can specialist retailers differentiate themselves from non-specialist rivals?
The Market – Key Takeaways
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- DIY market avoids consumer spending crash affecting much of retail
- DIY specialists’ sales hold up well
- Economic environment set to be tough for next few years
- Record numbers of Italians looking to spend on home improvements
Consumer Spending
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- Mintel DIY market size
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- Figure 18: Italy: DIY products – The Mintel market size (including. VAT), 2016-20
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- Figure 19: Italy: Mintel DIY market size: estimated breakdown by product category, 2020
- DIY-related spending categories
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- Figure 20: Italy: consumer spending in detail (including. VAT), 2016-20
Market Drivers
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- Home ownership
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- Figure 21: Italy: tenure types: owners vs tenants, % of households, 2010-19
- Figure 22: Italy: comparison of home ownership levels with other major European countries, 2019
- Consumer spending plans
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- Figure 23: Italy: consumers’ planned spending on housing and home in the next 12 months, Q1 2018-Q2 2021*
Sector Size and Forecast
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- Figure 24: Italy: DIY specialists, sales (excluding VAT), 2016-20
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- Figure 25: France: DIY specialists, forecast sales (excluding. VAT), 2021-25
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Inflation
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- Figure 26: Italy: consumer prices* of DIY-related categories, annual % change, 2016-20
- Figure 27: Italy: consumer prices* of DIY related categories, annual % change, January 2020-March 2021
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Channels of Distribution
Companies and Brands – Key Takeaways
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- Leroy Merlin has the market covered
- OBI, a distant number two player, looks at opening more stores
- Bricofer Group finances stretched by pandemic
- Online sales boom during pandemic
Leading Players
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- ADEO retains a strong grip on the market
- OBI is a distant number two player
- Bricofer Group is leading franchisor
- Brico io consolidates
- Other players
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- Figure 28: Italy: leading specialist DIY retailers: sales, 2016-20
- Figure 29: Italy: leading specialist DIY retailers: outlet numbers, 2016-20
Market Shares
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- Figure 30: Italy: leading specialist DIY retailers: shares of all DIY specialists’ sales, 2016-20
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Online
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- Online retailing in Italy
- Shopping online
- Online sales of DIY
- Leading online players
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- Figure 31: Italy: search interest on Google, selected DIY retailers, last 12 months, January 2020-May 2021
The Consumer – Key Takeaways
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- Online tutorials offer specialists an opportunity to increase loyalty
- Augmented reality technology can help engage female shoppers
- Remote assistance can add value and broaden reach
- Online-only channel is growing, driven by Amazon
Who Buys DIY/Home Improvement Products?
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- Figure 32: Italy: key demographics of DIY/home improvement products shoppers, March 2021
- Shopping for DIY/home improvement products focused around families
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- Figure 33: Italy: key demographics of DIY/home improvement products shoppers, March 2021
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Where They Shop for DIY Products
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- Specialists still dominate
- Amazon dominates the online-only channel
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- Figure 34: Italy: where DIY/home improvement products were bought in the last 12 months, March 2021
- Trend data
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- Figure 35: Italy: where DIY/home improvement products were bought in the last 12 months, leading DIY specialists, 2017-21*
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- Figure 36: Italy: where DIY/home improvement products were bought in the last 12 months, leading DIY specialists, 2017-21*
- Most buyers combine store and online shopping
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- Figure 37: Italy: breakdown of buyers of DIY/home improvement products, March 2021
- Leroy Merlin has strong appeal among women
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- Figure 38: Italy: where DIY/home improvement products were bought in the last 12 months, leading specialists, by gender, March 2021
- Amazon also does well with women
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- Figure 39: Italy: where DIY/home improvement products were bought in the last 12 months, leading non-specialists, by gender, March 2021
- Leroy Merlin’s strength lies in its appeal to all age groups
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- Figure 40: Italy: where DIY/home improvement products were bought in the last 12 months, leading specialists, by age, March 2021
- Non-specialists are more popular among younger buyers
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- Figure 41: Italy: where DIY/home improvement products were bought in the last 12 months, leading non-specialists, by age, March 2021
- Leroy Merlin has remarkable appeal with more affluent households
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- Figure 42: Italy: where DIY/home improvement products were bought in the last 12 months, leading specialists, by net monthly household income, March 2021
- Amazon’s appeal to more affluent households is less pronounced
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- Figure 43: Italy: where DIY/home improvement products were bought in the last 12 months, leading non-specialists, by net monthly household income, March 2021
COVID-19 Related Attitudes and Behaviours in DIY
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- DIY has been used to kill time
- Italians learn to appreciate their homes more
- Online boost
- Skills boost
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- Figure 44: Italy: COVID-19-related attitudes and behaviours in DIY, March 2021
Interest in DIY Innovations
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- Strong interest in online tutorials
- DIY areas in supermarkets could tap into move towards more localised shopping
- Innovation areas will help to explain new products
- Remote video assistance likely to continue after pandemic
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- Figure 45: Italy: interest in DIY innovations, March 2021
- Women most interested in online tutorials
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- Figure 46: Italy: interest in DIY innovations, by gender, March 2021
- Leroy Merlin shoppers most interested in online tutorials
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- Figure 47: Italy: interest in DIY innovations, by where shopped for DIY/home improvement products, March 2021
Appendix – Data Sources and Abbreviations
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- Abbreviations
- Data sources
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