Author: Mintel Group Ltd.
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DIY Retailing - Italy - May 2013

EXECUTIVE SUMMARY
What we think
REPORT SCOPE AND TECHNICAL NOTES
Defining DIY
New format, new content
Definitions
Consumer spending – About Mintel’s market size
Retail sector
Financial definitions
Sales per stores, sales per sq m
VAT
Figure 1: European VAT rates, 2010-13
Abbreviations
Country codes
Figure 2: List of country codes
SPENDING AND INFLATION
Key points
Mintel’s market size: Growth turns negative
Figure 3: Italy: Mintel’s estimated DIY market size, incl. VAT, 2008-12
Figure 4: Italy: Breakdown by product category of Mintel’s DIY market size, 2012
Figure 5: Italy: Spending on DIY-related goods per capita, incl. VAT, 2008-12
Spending breakdown
Figure 6: Italy: Consumer spending, incl. VAT, 2008-12
Inflation
Figure 7: Italy: Harmonised index of consumer prices: Annual % change, Sep 2012-Mar 2013
CHANNELS OF DISTRIBUTION
Key points
Specialists continue to dominate
Figure 8: Italy: Estimated distribution of spending on DIY-related goods, 2012
Specialists’ share of spending
Figure 9: Germany: DIY specialists’ sales as percentage of Mintel’s DIY market size, 2008-12
SECTOR SIZE AND FORECAST
Key points
Economic outlook
Figure 10: Italy: Consumer confidence levels, May 2012-April 2013
Figure 11: Italy: GDP growth: quarter-on-quarter, real terms, Q1 2011-Q4 2012
Specialists’ sales and forecasts
Estimating DIY retailers’ sales
Surprising resilience
Figure 12: Italy: Retail sales, excl. VAT, 2008-13
Figure 13: Italy: Retail sales forecasts, excl. VAT, 2014-18
Enterprise, outlet and employee numbers
Figure 14: Italy: Number of enterprises and persons employed (full-time equivalents) in the DIY/hardware specialists sector, 2008-10
LEADING SPECIALISTS – FINANCIALS AND OUTLETS
Key points
Adeo’s strong lead
Obi in second place
A highly fragmented sector…
… means little hard data
Figure 15: Italy: Leading DIY specialists, Net revenues, 2010-12
Figure 16: Italy: Leading DIY specialists, outlet numbers, 2010-12
Figure 17: Italy: Leading DIY specialists, annual sales per outlet, 2010-12
LEADING SPECIALISTS – MARKET SHARES
Figure 18: Italy: Leading DIY specialists’ share of spending on DIY-related categories, 2010-12
ONLINE
Key points
Italy trails much of Western Europe
Figure 19: Italy: Percentage of households with broadband internet connection, selected countries, 2011 and 2012
Figure 20: Italy: Percentage of all individuals having purchased online, 2008-12
Figure 21: Italy: The consumer: Attitudes to browsing and shopping for DIY goods online, selected statements, March 2013
THE CONSUMER – WHERE THEY SHOP
Key points
What we asked
Hypermarkets are prominent
Figure 22: Italy: The consumer: Retailers used for DIY purchases in the last 12 months, March 2013
Figure 23: Italy: The consumer: Retailers used for DIY purchases in the last 12 months, whether instore or online, by average age and affluence, March 2013
THE CONSUMER – ATTITUDES TO DIY SHOPPING
Key points
What we asked
DIY proves popular
Figure 24: Italy: The consumer: Attitudes to DIY and home improvement, March 2013
Figure 25: Italy: Attitudes to DIY and home improvement, by average age and affluence, March 2013
Figure 26: Italy: The consumer: Attitudes to DIY and home improvement, by gender, March 2013
THE CONSUMER – ATTITUDES TO BROWSING AND BUYING ONLINE
Key points
What we asked
Online is important – but not for buying
Figure 27: Italy: The consumer: Attitudes to browsing and shopping for DIY goods online, March 2013
Figure 28: Italy: The consumer: Attitudes to browsing and shopping for DIY goods online, by average age and affluence, March 2013
Figure 29: Italy: The consumer: Attitudes to browsing and shopping for DIY goods online, by gender, March 2013
GROUPE ADEO
What we think
Corporate structure and multi-format strategy
Good growth in a tough climate
International development
Multi-channel slow to develop
Experimenting with new ideas
Company background
Company performance
Figure 30: Groupe Adeo: Sales performance, excl. sales tax, 2008-12
Figure 31: Groupe Adeo: Estimated European sales by country, excl. VAT, 2010 and 2012
Figure 32: Groupe Adeo: Outlet data, 2007-12
Retail offering
Leroy Merlin
Other fascia
OBI
What we think
Shifting focus abroad to spur growth
Multi-channel focus
Company background
Company performance
Figure 33: OBI: Group sales performance, excl. VAT, 2008-12
Figure 34: OBI: Outlet data, 2008-12
Retail offering
APPENDIX – BROADER MARKET ENVIRONMENT
Population
Figure 35: Europe: Population, by age group, 2010
Figure 36: Europe: Population, by age group, 2015
Figure 37: Europe: Population, by age group, 2020
GDP
Figure 38: Europe: GDP (current prices), 2012
Figure 39: Europe: Real-terms year-on-year growth in GDP, 2003-13
Consumer spending
Figure 40: Europe: Households’ consumer spending (current prices), 2012
Figure 41: Europe: Real-terms year-on-year growth in households’ consumer spending, 2003-12
Consumer prices
Figure 42: Europe: Harmonised index of consumer prices, annual % change, 2003-12
Unemployment
Figure 43: Europe: Average rate of unemployment, 2003-12
Interest rates
Figure 44: Europe: Central bank interest rates, 2008-13
Consumer confidence
Figure 45: Europe: Consumer confidence levels, May 2012 – April 2013
APPENDIX – THE CONSUMER – WHERE THEY BUY – ITALY
Figure 46: Retailers used for DIY purchases in the last 12 months, by Italy, March 2013
Figure 47: Most popular retailers used for in-store DIY purchases in the last 12 months, by demographics, Italy, March 2013
Figure 48: Next most popular retailers used for in-store DIY purchases in the last 12 months, by demographics, Italy, March 2013
APPENDIX – THE CONSUMER – ATTITUDES TO DIY SHOPPING – ITALY
Figure 49: Retailers used for DIY purchases in the last 12 months, by most popular attitudes to DIY and home improvement, Italy, March 2013
Figure 50: Retailers used for DIY purchases in the last 12 months, by next most popular attitudes to DIY and home improvement, Italy, March 2013
Figure 51: Most popular attitudes to DIY and home improvement, by demographics, Italy, March 2013
Figure 52: Next most popular attitudes to DIY and home improvement, by demographics, Italy, March 2013
APPENDIX – THE CONSUMER – ATTITUDES TO BROWSING AND BUYING DIY GOODS ONLINE – ITALY
Figure 53: Retailers used for DIY purchases in the last 12 months, by most popular attitudes to browsing and shopping for DIY goods online, Italy, March 2013
Figure 54: Retailers used for DIY purchases in the last 12 months, by next most popular attitudes to browsing and shopping for DIY goods online, Italy, March 2013
Figure 55: Attitudes to DIY and home improvement, by most popular attitudes to browsing and shopping for DIY goods online, Italy, March 2013
Figure 56: Attitudes to DIY and home improvement, by next most popular attitudes to browsing and shopping for DIY goods online, Italy, March 2013

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