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DIY Retailing - Italy - May 2015

Although overall participation in DIY is high in Italy there is seemingly little interest in doing heavy end jobs with the majority only completing basic DIY jobs in the last year.

The sector is also very fragmented; the major DIY specialists chains account for just 24.1% of total retail sales of DIY goods and they face competition from a large number of independent town centre stores, hypermarkets and, increasingly, pureplay retailers, which can all compete mainly at the softer end.

This report provides data on spending on DIY goods, DIY specialists' sales, leading specialists' sales performance and online activity. In our consumer research for this report we asked which retailers consumers had bought DIY goods from in the last year, both online and in-store, and we asked which factors determined their choice of DIY retailer. We also asked what DIY our respondents had carried out over the previous year and what DIY plans they had for the coming year.

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Table of contents

  1. 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

                                                                                                                                            Companies Covered

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

                                                                                                                                            DIY Retailing - Italy - May 2015

                                                                                                                                            £995.00 (Excl.Tax)