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DIY Retailing - Italy - May 2016

“The slowdown in price growth across the category helped encourage consumer expenditure on DIY in 2015, with the softer end of the market outperforming the heavy end, which helped soft end-focused Leroy Merlin consolidate its market leading position. Elsewhere, sector specialists retail sales struggled as more consumers shopped at non-specialists for their DIY products.”
– Stephen Mayles, Retail Analyst

This report examines the following areas:

  • Specialists’ online offer must improve to fend off pureplay competition
  • Housing tenure ownership fuelling a shift in DIY spending habits from heavy to soft end

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Table of contents

  1. Overview

    • What you need to know
      • Areas covered in this report
      • Executive Summary

          • The market
            • Spending and inflation
              • Figure 1: Italy: Total consumer expenditure and spend on DIY-related categories (incl. VAT), 2010-15
              • Figure 2: Italy: Consumer Prices * of DIY related categories, Annual % change, 2010-15
            • Sector size and forecast
              • Leading players
                • Key metrics
                  • Market shares
                    • Figure 3: Italy: Leading DIY retailers market share of total DIY retailers’ sales (excl. VAT), 2014 and 2015
                  • Online
                    • The consumer
                      • Where they shop
                        • Figure 4: Italy: The consumer: Retailers used for DIY purchases in the past 12 months, by in-store or online, March 2016
                      • What they buy
                        • Figure 5: Italy: The consumer: DIY products purchased in the past 12 months, March 2016
                      • Factors influencing choice of retailer
                        • Figure 6: Italy: The consumer: Important factors when deciding where to buy DIY/home improvement goods, March 2016
                      • What we think
                      • Issues and Insights

                        • Specialists’ online offer must improve to fend off pureplay competition
                          • The facts
                            • The implications
                              • Housing tenure ownership fuelling a shift in DIY spending habits from heavy to soft end
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Consumer DIY spend strongest in softer-end product sectors
                                      • Very slow pick-up in DIY specialists’ retail sales
                                        • Softer-end DIY specialists to gain from shift in housing tenure status
                                        • Spending and Inflation

                                            • Mintel DIY market size
                                              • Figure 7: Italy: DIY products – the Mintel market size (incl. VAT), 2010-15
                                              • Figure 8: Italy: Mintel DIY Market size: Breakdown by product, 2015
                                            • DIY-related spending categories
                                              • Figure 9: Italy: Consumer spending on DIY-related categories in detail (incl. VAT), 2010-15
                                            • Inflation
                                              • Figure 10: Italy: Consumer Prices * of DIY related categories, Annual % change, 2011-15
                                              • Figure 11: Italy: Consumer prices * of DIY related categories, annual % change, September 2014 – March 2016
                                          • Sector Size and Forecast

                                            • Specialist retail sales slowly recovering
                                                • Figure 12: Italy: Distribution of population by tenure status, 2010-14
                                                • Figure 13: Italy: DIY retailers’ sales (excl. VAT), 2010-15
                                                • Figure 14: Italy: DIY retailers’ sales, Forecasts, excl VAT, 2016-20
                                            • Leading Players – What You Need to Know

                                              • New store formats from market leaders
                                                • Sector’s smaller players look for strength in numbers
                                                  • Leading specialists increase their combined market share marginally
                                                    • Internet-only retailers
                                                    • Leading Players

                                                      • Groupe Adeo transforming the home improvement experience with new store concepts
                                                        • Self’s new ‘construction wholesale price departments’
                                                          • Brico OK franchisee’s convenient DIY retail proposition
                                                            • Signs of consolidation
                                                              • Figure 15: Italy: Leading DIY retailers, net revenues, 2013-15
                                                              • Figure 16: Italy: Leading DIY retailers, outlet numbers, 2013-15
                                                            • Sales per outlet
                                                              • Figure 17: Italy: Leading DIY retailers, Estimated sales per outlet, 2013-15
                                                          • Market Shares

                                                              • Figure 18: Italy: Leading specialist DIY retailers: Estimated shares of all DIY retailers sales, 2011-15
                                                          • Online

                                                            • Online activity
                                                              • Figure 19: Italy: Online purchasing, 2010-15
                                                            • Online DIY sales
                                                              • Leading online players
                                                              • The Consumer – What You Need to Know

                                                                • Leroy Merlin dominates
                                                                  • Tools and softer end lines bought most
                                                                    • Price and product quality influence choice of store
                                                                    • Where They Shop

                                                                      • Adeo formats ahead of the rest
                                                                        • Figure 20: Italy: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, March 2016
                                                                      • Online-only retailers gaining share
                                                                        • Figure 21: Italy: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, March 2015 and March 2016
                                                                      • Specialists need to rise to the online challenge
                                                                          • Figure 22: Italy: The consumer: Retailers used for DIY purchases in the past 12 months, by in-store or online, March 2016
                                                                        • Consumer profile by retailer
                                                                          • Figure 23: Italy: Customer profile by where they shopped for DIY products, March 2016
                                                                      • What They Buy

                                                                        • Tools and softer end items are main purchases
                                                                          • Figure 24: Italy: The consumer: DIY products purchased in the past 12 months, March 2016
                                                                        • Female shoppers important target for decorating materials
                                                                          • Figure 25: Italy: The consumer: DIY products purchased in the past 12 months, by gender, March 2016
                                                                          • Figure 26: Italy: The consumer: DIY products purchased in the past 12 months, by age, March 2016
                                                                        • Hard end/soft end split by retailer
                                                                          • Figure 27: Italy: DIY products: What they buy by where they shop, March 2016
                                                                      • Factors Influencing Choice of Retailer

                                                                        • Price and quality are key to drawing in customers
                                                                          • Figure 28: Italy: The consumer: Important factors when deciding where to buy DIY/home improvement goods, March 2016
                                                                          • Figure 29: Italy: The consumer: Important factors when deciding where to buy DIY/home improvement goods, March 2016
                                                                        • Younger shoppers most concerned about price
                                                                          • Figure 30: Italy: The consumer: Profile of those that ranked each factor first, March 2016
                                                                        • Key factors by where they shop
                                                                          • Figure 31: Italy: The consumer: Those that ranked each factor first by where they had shopped, March 2016
                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                        • Abbreviations
                                                                          • Data sources
                                                                          • Adeo

                                                                              • What we think
                                                                                • A diverse, international business
                                                                                  • Digitally on the ball
                                                                                    • Expanding softer end
                                                                                      • Looking for growth by enabling and educating consumers
                                                                                        • Company background
                                                                                          • Company performance
                                                                                            • Figure 32: Adeo: Group sales performance, 2011-15
                                                                                            • Figure 33: Adeo: Retail formats, 2016
                                                                                            • Figure 34: Adeo: Outlet data (main European countries), 2011-15
                                                                                          • Retail offering
                                                                                            • Leroy Merlin
                                                                                              • Other fascia
                                                                                              • OBI

                                                                                                  • What we think
                                                                                                    • bauMax
                                                                                                      • Where next?
                                                                                                        • Online
                                                                                                          • Outlook
                                                                                                            • Company background
                                                                                                              • Company performance
                                                                                                                • Figure 35: OBI: Group financial performance, 2010-15
                                                                                                                • Figure 36: OBI: Outlet data, 2010-15
                                                                                                                • Figure 37: OBI: Sales per outlet, sales per sq m, 2010-15
                                                                                                              • Retail offering

                                                                                                              Companies Covered

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

                                                                                                              DIY Retailing - Italy - May 2016

                                                                                                              £995.00 (Excl.Tax)