Table of Contents
Executive Summary
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- The market
- Spending and inflation
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- Figure 1: Italy: Total consumer expenditure and spend on DIY-related categories (incl. VAT), 2010-15
- Figure 2: Italy: Consumer Prices * of DIY related categories, Annual % change, 2010-15
- Sector size and forecast
- Leading players
- Key metrics
- Market shares
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- Figure 3: Italy: Leading DIY retailers market share of total DIY retailers’ sales (excl. VAT), 2014 and 2015
- Online
- The consumer
- Where they shop
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- Figure 4: Italy: The consumer: Retailers used for DIY purchases in the past 12 months, by in-store or online, March 2016
- What they buy
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- Figure 5: Italy: The consumer: DIY products purchased in the past 12 months, March 2016
- Factors influencing choice of retailer
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- Figure 6: Italy: The consumer: Important factors when deciding where to buy DIY/home improvement goods, March 2016
- What we think
Issues and Insights
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- Specialists’ online offer must improve to fend off pureplay competition
- The facts
- The implications
- Housing tenure ownership fuelling a shift in DIY spending habits from heavy to soft end
- The facts
- The implications
The Market – What You Need to Know
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- Consumer DIY spend strongest in softer-end product sectors
- Very slow pick-up in DIY specialists’ retail sales
- Softer-end DIY specialists to gain from shift in housing tenure status
Spending and Inflation
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- Mintel DIY market size
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- Figure 7: Italy: DIY products – the Mintel market size (incl. VAT), 2010-15
- Figure 8: Italy: Mintel DIY Market size: Breakdown by product, 2015
- DIY-related spending categories
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- Figure 9: Italy: Consumer spending on DIY-related categories in detail (incl. VAT), 2010-15
- Inflation
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- Figure 10: Italy: Consumer Prices * of DIY related categories, Annual % change, 2011-15
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- Figure 11: Italy: Consumer prices * of DIY related categories, annual % change, September 2014 – March 2016
Sector Size and Forecast
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- Specialist retail sales slowly recovering
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- Figure 12: Italy: Distribution of population by tenure status, 2010-14
- Figure 13: Italy: DIY retailers’ sales (excl. VAT), 2010-15
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- Figure 14: Italy: DIY retailers’ sales, Forecasts, excl VAT, 2016-20
Leading Players – What You Need to Know
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- New store formats from market leaders
- Sector’s smaller players look for strength in numbers
- Leading specialists increase their combined market share marginally
- Internet-only retailers
Leading Players
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- Groupe Adeo transforming the home improvement experience with new store concepts
- Self’s new ‘construction wholesale price departments’
- Brico OK franchisee’s convenient DIY retail proposition
- Signs of consolidation
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- Figure 15: Italy: Leading DIY retailers, net revenues, 2013-15
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- Figure 16: Italy: Leading DIY retailers, outlet numbers, 2013-15
- Sales per outlet
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- Figure 17: Italy: Leading DIY retailers, Estimated sales per outlet, 2013-15
Market Shares
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- Figure 18: Italy: Leading specialist DIY retailers: Estimated shares of all DIY retailers sales, 2011-15
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Online
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- Online activity
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- Figure 19: Italy: Online purchasing, 2010-15
- Online DIY sales
- Leading online players
The Consumer – What You Need to Know
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- Leroy Merlin dominates
- Tools and softer end lines bought most
- Price and product quality influence choice of store
Where They Shop
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- Adeo formats ahead of the rest
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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 2016
- Online-only retailers gaining share
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- Figure 21: Italy: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, March 2015 and March 2016
- Specialists need to rise to the online challenge
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- Figure 22: Italy: The consumer: Retailers used for DIY purchases in the past 12 months, by in-store or online, March 2016
- Consumer profile by retailer
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- Figure 23: Italy: Customer profile by where they shopped for DIY products, March 2016
What They Buy
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- Tools and softer end items are main purchases
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- Figure 24: Italy: The consumer: DIY products purchased in the past 12 months, March 2016
- Female shoppers important target for decorating materials
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- Figure 25: Italy: The consumer: DIY products purchased in the past 12 months, by gender, March 2016
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- Figure 26: Italy: The consumer: DIY products purchased in the past 12 months, by age, March 2016
- Hard end/soft end split by retailer
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- Figure 27: Italy: DIY products: What they buy by where they shop, March 2016
Factors Influencing Choice of Retailer
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- Price and quality are key to drawing in customers
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- Figure 28: Italy: The consumer: Important factors when deciding where to buy DIY/home improvement goods, March 2016
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- Figure 29: Italy: The consumer: Important factors when deciding where to buy DIY/home improvement goods, March 2016
- Younger shoppers most concerned about price
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- Figure 30: Italy: The consumer: Profile of those that ranked each factor first, March 2016
- Key factors by where they shop
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- Figure 31: Italy: The consumer: Those that ranked each factor first by where they had shopped, March 2016
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
Adeo
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- What we think
- A diverse, international business
- Digitally on the ball
- Expanding softer end
- Looking for growth by enabling and educating consumers
- Company background
- Company performance
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- Figure 32: Adeo: Group sales performance, 2011-15
- Figure 33: Adeo: Retail formats, 2016
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- Figure 34: Adeo: Outlet data (main European countries), 2011-15
- Retail offering
- Leroy Merlin
- Other fascia
OBI
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- What we think
- bauMax
- Where next?
- Online
- Outlook
- Company background
- Company performance
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- Figure 35: OBI: Group financial performance, 2010-15
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- Figure 36: OBI: Outlet data, 2010-15
- Figure 37: OBI: Sales per outlet, sales per sq m, 2010-15
- Retail offering
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