Table of Contents
Overview
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- What you need to know
- Areas covered in this report
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- Figure 1: Coicop classifications used for the Mintel market size, 2018
Executive Summary
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- The market
- Consumer spending
- Sector size and forecast
- Channels of distribution
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- Figure 2: Italy: estimated distribution of DIY spending by channel, 2018
- Companies and brands
- Leading players
- Market shares
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- Figure 3: Italy: Leading specialist DIY retailers’ shares of all DIY retailers’ sales, 2018
- Online
- The consumer
- Where they shop
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- Figure 4: Italy: retailers used to buy DIY goods in the past 12 months, March 2019
- DIY products purchased
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- Figure 5: Italy: DIY products bought in the last 12 months, March 2019
- Characteristics associated with DIY retailers
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- Figure 6: Italy: Characteristics associated with DIY retailers, March 2019
- What we think
Issues and Insights
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- What is the potential for online in the Italian DIY market?
- The facts
- The implications
- What is holding back growth in Italian DIY retailing?
- The facts
- The implications
The Market – What You Need to Know
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- Economic outlook weakening
- DIY spending 1.6% of all consumer expenditure
- Specialist retailers’ sales expanding
- Distribution is fragmented, but modernising
Consumer Spending
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- Economy slowing down
- Mintel DIY market size
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- Figure 7: Italy: DIY products – the Mintel market size (incl. VAT), 2014-18
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- Figure 8: Italy: Mintel DIY Market size, breakdown by product type, 2018
- DIY-related spending categories
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- Figure 9: Italy: Consumer spending in detail (incl. VAT), 2014-18
Market Drivers
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- Home ownership
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- Figure 10: Italy: Tenure types: owners vs tenants, % of households, 2009-17
- Consumer spending plans
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- Figure 11: Italy: Consumers’ planned spending on housing and home, Q1 2016- Q1 2019
Sector Size and Forecast
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- Figure 12: Italy: Specialist DIY retailers, sales (excl. VAT), 2014-18
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- Figure 13: Italy: DIY specialists, forecast sales (excl VAT), 2019-23
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Inflation
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- Figure 14: Italy: Consumer prices* of DIY-related categories, annual % change, 2014-18
- Figure 15: Italy: Consumer prices of DIY-related categories, annual % change, January 2018-February 2019
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Channels of Distribution
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- Figure 16: Italy: estimated distribution of DIY spending by channel, 2018
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Companies and Brands – What You Need to Know
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- Fragmented market dominated by French multiples
- A consolidating sector
- Online small but growing
Leading Players
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- French retailers dominate
- Fragmentation
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- Figure 17: Italy: Leading specialist DIY retailers, sales, 2014-18
- Figure 18: Italy: Leading specialist DIY retailers, outlet numbers, 2014-18
- Sales per outlet
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- Figure 19: Italy: Leading specialist DIY retailers, sales per outlet, 2014-18
Market Shares
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- Figure 20: Italy: Leading specialist DIY retailers: shares of all DIY retailers sales, 2014-18
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Online
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- Technology ownership and online activity
- Shopping online
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- Figure 21: Italy: Goods bought online in the last 12 months, 2009-18
- Online sales of DIY
- Leading online players
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- Figure 22: Italy: Leading retailers’ estimated online sales of DIY, 2018
The Consumer – What You Need to Know
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- DIY products widely purchased
- Leroy Merlin the leader
- DIY basics bought most often
- Older people do buy DIY products
- Amazon a major player, but not in the basics.
- Convenience most associated with DIY retailers
- Leroy Merlin and Amazon score best on characteristics.
Where They Shop for DIY
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- Figure 23: Italy: retailers used to buy DIY goods in the past 12 months, March 2019
- Trend data
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- Figure 24: Italy: DIY retailers in-store/online used in the last 12 months, 2015-19
- Figure 25: Italy: DIY retailers in-store/online used in the last 12 months, 2015-19
- Customer profile of DIY retailers
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- Figure 26: Italy: Profile of DIY shoppers by retailer used, March 2019
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DIY Products Purchased
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- Figure 27: Italy: DIY products bought in the last 12 months, March 2019
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- Figure 28: Italy: profile of buyers of DIY goods by product purchased, March 2019
- Products bought by retailer used
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- Figure 29: Italy: What people buy and where they shop, Leroy Merlin and Bricocenter, March 2019
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- Figure 30: Italy: What people buy and where they shop, Amazon, March 2019
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Characteristics Associated With DIY Retailers
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- Figure 31: Italy: Words most associated with DIY retailers, March 2019
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- Figure 32: Italy: Characteristics associated with DIY retailers and where they shop, Leroy merlin and OBI, March 2019
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- Figure 33: Italy: Characteristics associated with DIY retailers and where they shop, Amazon and hypermarkets, March 2019
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Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
ADEO
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- What we think
- Rebuilding the idea of what a DIY store is
- Format segmentation in Spain
- Phasing out AKI brand
- Company background
- Company performance
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- Figure 34: Adeo: Group sales performance, 2014-18
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- Figure 35: Adeo: outlet data, 2014-18
- Retail offering
- Leroy Merlin
- Other fascia
OBI
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- What we think
- Foreign markets currently the focus of expansion
- More compact store could suggest future direction
- Still awaiting the results of “OBI next”
- Company background
- Company performance
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- Figure 36: OBI: Group sales performance, 2014-18
- Figure 37: OBI: Outlet data, 2014-18
- Retail offering
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