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DIY Retailing - Italy - May 2013

Young people setting up home are crucial to the DIY sector in Italy. To cater to this group DIY retailers should offer them more, such as: help finding what they need, more design ideas and more new products.

This report series covers the 19 leading economies of Europe. In total these countries account for around 95% of all European retail sales, excluding Russia. The focus of the report is the DIY superstores, because these are now the dominant players in the sector. In many markets, core DIY – paint, wallpaper, screws, tools etc. – is now a small part of the DIY sector proposition. Many of the large European DIY retailers are broad-range home-improvement stores with substantial gardening ranges.

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Table of contents

  1. 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

                                                                                                        Companies Covered

                                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                                        DIY Retailing - Italy - May 2013

                                                                                                        £795.00 (Excl.Tax)