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Electrical Goods Retailing - Italy - February 2016

“Collectively, the specialist electrical retailers continue to hold sway with market share, but their grip on the market is looking less assured, with non-specialist Amazon now the single most used retailer for electrical goods purchasing according to our consumer research for this report. With online electrical buying gaining traction and Amazon already dominating the sector, the specialists are playing catch-up. Failure to at least match Amazon’s market-leading proposition will leave them even more exposed to ‘showrooming’. ”
– Steven Mayles, Retail Analyst

This report examines the following areas:

  • Specialists struggling to compete with Amazon
  • Pressure on retailers to deliver on product demonstration and technical expertise

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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: Annual % change in total household expenditure and expenditure on electrical products, 2010-15
            • Channels of distribution
              • Figure 2: Italy: Estimated distribution of spending on electrical products, 2015
            • Sector size and forecast
              • Figure 3: Italy: Annual % change in all retail sales (excl. fuel) and household goods retail sales, 2010-16
            • Leading players
              • Key metrics
                • Market shares
                  • Figure 4: Italy: Leading specialist electrical retailers: Estimated shares of spending on electricals items, 2015
                • Online
                  • The consumer
                    • Where they shop for electrical products
                      • Levels of satisfaction
                        • What we think
                        • Issues and Insights

                          • Specialists struggling to compete with Amazon
                            • The facts
                              • The implications
                                • Pressure on retailers to deliver on product demonstration and technical expertise
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • Consumer spend up for a second consecutive year
                                        • Category deflation eases, but still below the headline rate
                                          • Channels of distribution
                                            • Sector size and forecast
                                            • Spending and Inflation

                                              • Consumer spending
                                                • Figure 5: Italy: Consumer spending at current prices (incl. VAT), 2010-15
                                              • Inflation
                                                • Figure 6: Italy: Consumer prices, Annual % change, 2011-15
                                                • Figure 7: Italy: Harmonised indices of consumer prices: year-on-year % change, January 2014-December 2015
                                              • Unit volumes
                                                • Figure 8: Italy: unit volume of selected major electrical goods categories, 2010-19
                                                • Figure 9: Italy: Definitions for unit volume market data
                                            • Channels of Distribution

                                                • Figure 10: Italy: Estimated distribution of spending on electrical goods, 2014-15
                                                • Figure 11: Italy: Estimated distribution of spending on electricals goods, 2015
                                            • Sector Size and Forecast

                                                • Figure 12: Italy: Household goods retailers sales, exc. VAT, 2010-15
                                                • Figure 13: Italy: Household goods retailers sales, exc. VAT, 2015-20
                                            • Leading Players – What You Need to Know

                                              • A shifting market
                                                • Expert’s membership in flux
                                                  • Specialists market share of total consumer spend on electricals declining
                                                  • Leading Players

                                                    • Media World/Saturn store closures
                                                      • Trony plans more store openings
                                                        • Euronics focusing on technical specialisation
                                                          • Possible UniEuro IPO in 2016
                                                            • Figure 14: Italy: Leading specialists – sales, 2012-15
                                                            • Figure 15: Italy: Leading specialists – outlet numbers, 2012-15
                                                            • Figure 16: Italy: Leading specialists – Estimated sales per outlet, 2012-15
                                                        • Market Shares

                                                            • Figure 17: Italy: Leading electrical specialists – estimated share of all spending on electrical goods, 2012-15
                                                        • Online

                                                          • Market size
                                                            • Online retailers
                                                              • Figure 18: Italy: Where they bought electrical goods online in the last 12 months, January 2016
                                                            • Online shoppers
                                                              • Figure 19: Italy: Percentage of all individuals having purchased electrical goods online in the past 12 months, selected categories, 2009-15
                                                          • The Consumer – What You Need to Know

                                                            • 84% of consumers purchase electrical goods from a specialist retailer
                                                              • Amazon is the most popular retailer used for electrical goods purchasing
                                                                • Service-related issues rank highest for dissatisfaction
                                                                  • Media World Saturn scores poorly on satisfaction
                                                                  • Where They Shop for Electrical Goods

                                                                    • Specialists dominate
                                                                      • Figure 20: Italy: Where they bought electrical goods in the last 12 months, in-store or online/catalogue, January 2016
                                                                    • Amazon enhances its market-leading online position with Prime Now
                                                                      • Figure 21: Italy: Where they bought electrical goods in the last 12 months, in-store versus online/catalogue, January 2016
                                                                    • Average age and affluence
                                                                      • Figure 22: Italy: Where they bought electrical goods, by age and income, January 2016
                                                                  • Levels of Satisfaction

                                                                      • Figure 23: Italy: Levels of satisfaction with last electricals retailer purchased from, January 2016
                                                                    • Satisfaction with specific retailers
                                                                      • Media World Saturn
                                                                        • Figure 24: Italy: Those agreeing they were satisfied at Media World Saturn relative to electrical retailer average, January 2016
                                                                      • UniEuro
                                                                        • Figure 25: Italy: Those agreeing they were satisfied at UniEuro relative to electrical retailer average, January 2016
                                                                      • Euronics
                                                                        • Figure 26: Italy: Those agreeing they were satisfied at Euronics relative to electrical retailer average, January 2016
                                                                      • Amazon
                                                                        • Figure 27: Italy: Those agreeing they were satisfied at Amazon relative to electrical retailer average, January 2016
                                                                    • Amazon Europe

                                                                        • What we think
                                                                          • An evolving offer
                                                                            • Amazon Prime extends its breadth and reach
                                                                              • A sense of occasion
                                                                                • Product development continues
                                                                                  • Delivery gets quicker, but pushes fulfilment costs higher
                                                                                    • Click & Collect points limited to US universities
                                                                                      • Looking ahead
                                                                                        • Company background
                                                                                          • Company performance
                                                                                            • Growth slows in Europe
                                                                                              • Figure 28: Amazon.com Inc: Group financial performance, 2010-15
                                                                                            • Sales mix
                                                                                              • Figure 29: Amazon: Composition of net sales, 2015
                                                                                            • Retail offering
                                                                                            • Apple Retail

                                                                                                • What we think
                                                                                                  • It’s all about the iPhone
                                                                                                    • The importance of innovation
                                                                                                      • Apple stores an important to success of the brand
                                                                                                        • Company background
                                                                                                          • Company performance
                                                                                                            • Worldwide
                                                                                                              • Figure 30: Apple Retail: sales and operating profit, 2011-15
                                                                                                              • Figure 31: Apple Retail: Outlet data, 2010/11-2016
                                                                                                            • Apple Retail UK
                                                                                                              • Figure 32: Apple Retail UK: Group financial performance, 2009/10-2014/15
                                                                                                              • Figure 33: Apple Retail UK: Outlet data, 2010/11-2016
                                                                                                              • Figure 34: Apple Retail: European stores, 2014-16
                                                                                                            • Retail offering
                                                                                                            • Euronics International

                                                                                                                • What we think
                                                                                                                  • Company background
                                                                                                                    • Company performance
                                                                                                                        • Figure 35: Euronics International: Group financial performance, 2010-14
                                                                                                                        • Figure 36: Euronics International: Outlet data, 2010-14
                                                                                                                      • Euronics membership
                                                                                                                        • Figure 37: Euronics: Members, countries and trading names, 2016
                                                                                                                    • Expert Europe

                                                                                                                        • What we think
                                                                                                                          • The up-sides
                                                                                                                            • The downsides
                                                                                                                              • Company background
                                                                                                                                • Online
                                                                                                                                  • Figure 38: Expert International, online shopping availability, 2016
                                                                                                                                • Company performance
                                                                                                                                  • Figure 39: Expert Europe: Estimated sales at retail, excl. VAT, 2011-15
                                                                                                                                  • Figure 40: Expert Europe: Outlet data, 2011-15
                                                                                                                                • Expert Germany
                                                                                                                                  • Expert Italy
                                                                                                                                    • Expert Spain
                                                                                                                                      • Expert France
                                                                                                                                        • Retail offering
                                                                                                                                          • Store formats
                                                                                                                                          • Media-Saturn

                                                                                                                                              • What we think
                                                                                                                                                • Increasing the channels to market
                                                                                                                                                  • Adding new store concepts
                                                                                                                                                    • Market-leading delivery services
                                                                                                                                                      • Encouraging innovation
                                                                                                                                                        • Company background
                                                                                                                                                          • Company performance
                                                                                                                                                              • Figure 41: Media Markt/Saturn: Group financial performance, 2010/11-2014/15
                                                                                                                                                              • Figure 42: Media Markt/Saturn: Outlet data, 2010/11-2014/15
                                                                                                                                                            • Retail offering
                                                                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                              • Abbreviations
                                                                                                                                                                • Data sources

                                                                                                                                                                Companies Covered

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

                                                                                                                                                                Electrical Goods Retailing - Italy - February 2016

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