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DIY Retailing - Italy - May 2017

“DIY is popular with Italian respondents in our internet-based survey and they welcome the broader range and service opportunities that superstores can offer. Given the lack of underlying economic growth currently, and the anticipated underperformance of the specialists, that is where the best hope for Italian DIY retailers lies.”
– Richard Perks, Director of Retail Research

This Report discusses the following key topics:

  • Which retailers had been used to buy DIY and home maintenance/improvement goods in the past 12 months, both in-store and online
  • DIY activities carried out over the last year
  • Agreement with a variety of attitude statements to DIY

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Table of contents

  1. Overview

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

          • The market
            • The economy
              • Market size
                • Figure 1: Italy: spending on DIY products, 2012-17
              • Inflation
                • Figure 2: Italy: consumer prices of DIY-related categories, annual % change, January 2015-March 2017
              • The housing market
                • Figure 3: Italy: consumers’ planned spending on housing and home, Q4 2013-Q1 2017
              • Consumer confidence
                • Figure 4: Italy: consumer confidence, 2007-17
              • Channels of distribution
                • Figure 5: Italy: estimated distribution of spending on DIY and related goods, 2016
              • Sector sales and forecast
                • Figure 6: Italy: sales by specialist DIY retailers, 2011-17
              • Leading specialists
                • Key metrics
                  • Market shares
                    • Figure 7: Italy: leading DIY specialists’ share of all DIY specialists’ sales, 2016
                  • Online
                    • Figure 8: Italy: percentage purchasing online, 2009-16
                  • The consumer
                    • Where they shop
                      • Figure 9: Italy: DIY retailers bought from in the last 12 months, by in-store or online, March 2017
                    • Participation in DIY activities
                      • Figure 10: Italy: DIY jobs completed in the last 12 months, March 2017
                    • Attitudes to DIY
                      • Figure 11: Italy: attitudes to DIY, March 2017
                    • What we think
                    • Issues and Insights

                      • What chances of an upturn in DIY demand?
                        • The facts
                          • The implications
                            • A sector ripe for rationalisation
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • Weak economy
                                    • Some positive signs
                                      • Consumer confidence weakening
                                        • Small DIY market
                                          • Specialists take three-quarters of DIY spending
                                          • Market Size and Key Drivers

                                            • A weak recovery
                                              • Mintel DIY market size
                                                • Figure 12: Italy: DIY products – The Mintel market size (incl. VAT), 2012-17
                                                • Figure 13: Italy: Mintel DIY market size: breakdown by product, 2016
                                              • DIY-related spending categories
                                                  • Figure 14: Italy: consumer spending in detail (incl. VAT), 2012-16
                                                • Inflation
                                                  • Figure 15: Italy: consumer prices of DIY-related categories, annual % change, 2012-16
                                                  • Figure 16: Italy: consumer prices of DIY-related categories, annual % change, January 2015-March 17
                                                • Market drivers
                                                  • Housing market may have bottomed out
                                                    • Figure 17: Italy: house price index (2010 = 100), Q1 2014-Q4 2016
                                                  • Home ownership among the highest in Europe
                                                    • Figure 18: Italy: tenure types: owners vs tenants, 2007-15
                                                  • Consumer confidence
                                                    • Figure 19: Italy: consumer confidence, 2007-17
                                                  • Consumer spending plans
                                                    • Figure 20: Italy: consumers’ planned spending on housing and home, Q4 2013-Q1 2017
                                                • Channels of Distribution

                                                    • Specialists dominate
                                                      • Garden centres – Major competitors in the gardening area
                                                        • Supermarkets and other stores less important
                                                          • Figure 21: Italy: estimated distribution of spending on DIY and related goods, 2016
                                                      • Sector Size and Forecast

                                                        • Lacklustre prospects
                                                          • Figure 22: Italy: DIY specialists’ sales (excl. VAT), 2011-16
                                                          • Figure 23: Italy: DIY specialists’ sales, forecasts, excl VAT, 2017-21
                                                      • Leading Specialists – What You Need to Know

                                                        • ADEO the market leader by far
                                                          • Fragmented chain
                                                            • Scope for rationalisation
                                                              • Online
                                                              • Leading Specialists

                                                                • ADEO the clear leader, followed by OBI
                                                                  • Smaller groups
                                                                    • Figure 24: Italy: leading specialist DIY retailers, sales, 2014-16
                                                                    • Figure 25: Italy: leading specialist DIY retailers, outlet numbers, 2014-16
                                                                    • Figure 26: Italy: leading specialist DIY retailers, sales per outlet, 2014-16
                                                                • Market Shares

                                                                    • Highly fragmented market
                                                                      • Figure 27: Italy: leading DIY retailers, market shares, 2014-16
                                                                  • Online

                                                                    • Online activity
                                                                      • Shopping online
                                                                        • Figure 28: Italy: percentage purchasing online in the last 12 months, 2009-16
                                                                      • Online sales
                                                                        • Leading online players
                                                                            • Figure 29: Italy: leading store-based DIY specialists, online presence, 2017
                                                                        • The Consumer – What You Need to Know

                                                                          • Specialists dominant
                                                                            • Small groups
                                                                              • Amazon is the online leader…
                                                                                • …but mainly attracts those doing minor tasks
                                                                                  • DIY is popular with younger, more affluent groups
                                                                                    • In-store advice valued
                                                                                    • Where They Shop

                                                                                      • In-store dominant
                                                                                        • Online widely used, but not so often
                                                                                          • Figure 30: Italy: Retailers used to buy DIY goods in the last 12 months, in-store and online, March 2017
                                                                                          • Figure 31: Italy: profile of those who had bought DIY goods, whether in-store or online, by type of retailer used, March 2017
                                                                                      • Participation in DIY Activities

                                                                                          • Figure 32: Italy: DIY jobs completed in the last 12 months, March 2017
                                                                                        • DIY or do it with some help
                                                                                          • Figure 33: Italy: profile of those who complete jobs themselves and those who complete them with help, March 2017
                                                                                        • Use of tradesmen
                                                                                          • Figure 34: Italy: proportion of DIY jobs completed by tradesmen in the last 12 months, March 2017
                                                                                        • DIY jobs completed by retailers used
                                                                                          • Figure 35: Italy: DIY jobs done by retailers bought from, March 2017
                                                                                      • Attitudes to DIY

                                                                                        • DIY is popular
                                                                                          • Figure 36: Italy: attitudes to DIY, March 2017
                                                                                          • Figure 37: Italy: profile of those agreeing with attitude statements to DIY, March 2017
                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                        • Abbreviations
                                                                                          • Data sources
                                                                                          • ADEO

                                                                                              • What we think
                                                                                                • A portfolio of brands expanding internationally
                                                                                                  • Vision 2025
                                                                                                    • Smaller city centre stores
                                                                                                      • Attracting younger and less confident DIYersff
                                                                                                        • Digital and online
                                                                                                          • Company background
                                                                                                            • Company performance
                                                                                                              • Figure 38: ADEO: group sales performance, 2012-16
                                                                                                              • Figure 39: ADEO: retail formats, 2017
                                                                                                              • Figure 40: ADEO: outlet data (main European countries), 2012-16
                                                                                                            • Retail offering
                                                                                                              • Leroy Merlin
                                                                                                                • Other fascia
                                                                                                                • OBI

                                                                                                                    • What we think
                                                                                                                      • Enhanced in-store experience
                                                                                                                        • Expansion of customised home improvement and garden project solutions
                                                                                                                          • Company background
                                                                                                                            • Company performance
                                                                                                                              • Figure 41: OBI: estimated group sales performance, 2012-16
                                                                                                                              • Figure 42: OBI: outlet data, 2012-16
                                                                                                                            • Retail offering

                                                                                                                            Companies Covered

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

                                                                                                                            DIY Retailing - Italy - May 2017

                                                                                                                            US $1,333.00 (Excl.Tax)