DIY Retailing - Italy - May 2015

INTRODUCTION
A retail creation
Consumer questions
Report scope and technical notes
Defining DIY
Definitions – Mintel’s market size
Figure 1: Categories included in Mintel’s market estimate, 2015
Retail sector
Financial definitions
VAT
Figure 2: European VAT rates. 2010-2014
Abbreviations
Country codes
EXECUTIVE SUMMARY
Spending and inflation
The specialists sector
The leading specialists
Online
The consumer: Where they shop
The consumer: Shopping habits and attitudes
What we think
ISSUES AND INSIGHTS
Underdeveloped online presence
The facts
The implications
A focus on light DIY is putting pressure on the specialists
The facts
The implications
CONSUMER SPENDING AND INFLATION
Key points
Mintel DIY market size
Figure 3: Italy: DIY products – the Mintel market size (incl. VAT), 2010-15
Figure 4: Italy: DIY products market size breakdown, 2014
DIY-related spending categories
Figure 5: Italy: Consumer spending on DIY-related categories (incl. VAT), 2010-15
Inflation
Figure 6: Italy: Consumer prices index: Annual % change, DIY categories, 2010-14
Figure 7: Italy: Harmonised indices of consumer prices for DIY-related categories – annual % change, Jan 2014-march 2015
Figure 8: Italy: Harmonised indices of consumer prices for DIY-related categories – annual % change, Jan 2014-march 2015
Economy and consumer confidence
Figure 9: Italy: Consumer and retailer confidence levels, January 2014 – April 2015
SPECIALISTS SALES AND FORECASTS
Key points
Small signs of a slow recovery
Figure 10: Italy: DIY retail sales (excl. VAT), 2010-15
Figure 11: Italy: DIY retail sales forecasts (excl. VAT), 2015-19
LEADING SPECIALISTS – FINANCIALS AND OUTLETS
Key points
Groupe Adeo leads the market
Obi sales stagnate
Other retailers are a long way behind
Figure 12: Italy: Leading DIY retailers, net revenues, 2012-14
Figure 13: Italy: Leading DIY retailers, outlet numbers, 2012-14
Figure 14: Italy: Leading DIY retailers, sales per outlet, 2012-14
MARKET SHARES
Figure 15: Italy: Leading DIY retailers, market share, 2012-14
ONLINE
Italy behind when it comes to e-commerce
Figure 16: Italy: Online purchasing, 2009-14
Figure 17: Italy: Online retailers of DIY and DIY related categories, 2014
Possible signs of change
THE CONSUMER – WHERE THEY SHOP
Key points
What we asked
Groupe Adeo dominates the DIY market
Figure 18: Italy: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, March 2015
Online remains underdeveloped
Figure 19: The consumer: Retailers used for DIY purchases in the past 12 months, by in-store or online, March 2015
Trend data: 2013-15
Figure 20: Italy: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, March 2013, February 2014 and March 2015
Demographic trends among DIY specialist shoppers
Figure 21: Italy: The consumer: Bought from a specialist in the past 12 months, in-store or online, by age group, March 2015
Regional strengths of the specialists
Figure 22: Italy: The consumer: Any bought from selected specialists in the past 12 months, by region, March 2015
THE CONSUMER – SHOPPING HABITS AND ATTITUDES
Key points
What we asked
Level of home maintenance/improvement in the last year
Basic and light DIY most popular
Figure 23: Italy: The consumer: DIY work completed in the last year, March 2015
Figure 24: Italy: The consumer: Profiles of DIYers by type of home improvement, March 2015
Figure 25: Italy The consumer: DIY work completed in the last year, by age. March 2015
Figure 26: Italy: The consumer: DIY work completed in the last year, by retailer used, March 2015
DIY/home improvement plans over the next 12 months
Most expect to do DIY jobs themselves
Figure 27: Italy: The consumer: DIY/Home improvement plans in the next 12 months, March 2015
Demographics of those who plan to do DIY in the next 12 months
Figure 28: Italy: The consumer: Those planning to buy materials and do the job themselves in the next 12 months, by gender, age and region, March 2015
Specific areas of spending in the next 12 months
Even spread across major planned tasks
Figure 29: Italy: The consumer: Areas of spending in the next 12 months, March 2015
House size correlation
Figure 30: Italy: The consumer: Areas of spending in the next 12 months, by household size, March 2015
Market drivers
Price the differentiating factor
Figure 31: Italy: The consumer: Importance of factors when deciding where to buy DIY, March 2015
Importance by age
Figure 32: Italy: The consumer: Market drivers, by age, March 2015
Importance by retailer
Figure 33: Italy: The consumer: Market drivers, by where they shop, March 2015
GROUPE ADEO
What we think
Is France saturated ?
Looking for growth internationally
Commitment to e-commerce and innovative services
Company background
Company performance
Figure 34: Groupe Adeo: Group sales performance, 2010-14
Figure 35: Groupe Adeo: Estimated European sales by country, excl. VAT, 2013-14
Figure 36: Groupe Adeo: Retail formats, 2015
Figure 37: Groupe Adeo: Outlet data, 2010-14
Retail offering
Leroy Merlin
Other fascia
OBI
What we think
In talks to take over competitor bauMax
International expansion focused on Russia
Small metropolitan stores
Testing same day delivery service
Value for money proposition
Company background
Company performance
Figure 38: OBI: Estimated group financial performance, excl. VAT, 2010-14
Figure 39: OBI: Estimated outlet data, 2010-14
Retail offering