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Electrical Goods Retailing - Italy - February 2017

“With the vast majority of purchases taking place in-store, and given the value Italian consumers put on first-hand product experience and sales support, the electrical specialists still account for the largest share of consumer spend on electrical goods. However, our consumer research for this report identifies Amazon as the single most-used retailer for electrical purchasing and this highlights the importance of the online channel for the category. Those retailers that can offer consumers the best of both worlds - in-store and online - will be the ones most likely to see sales grow as Italian consumers adopt an increasingly multichannel approach to buying electrical products.”
– Steven Mayles, Retail Analyst

For our consumer research this year we asked questions on the following topics:

  • Which electricals products had been purchased over the last year
  • How consumers are shopping, in-store and online
  • Which retailers had been used for electricals shopping
  • Reasons for shopping online or in-store.

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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 percentage growth in spending on electrical items and all spending, 2012-16
            • Channels of distribution
              • Figure 2: Italy: estimated distribution of spending on electrical goods, 2016
            • Sector size and forecast
              • Figure 3: Italy: annual % change in all retail sales (excl. fuel) and household goods retail sales, 2012-16
            • Leading players
              • Key metrics
                • Market shares
                  • Figure 4: Italy: leading electricals specialists: estimated shares of spending on electricals items, 2015-16
                • Online
                  • The consumer
                    • What electricals they buy
                      • How they shop for electricals
                        • Figure 5: Italy: how they shop for electricals, in-store vs online, January 2017
                      • Where they shop and why
                        • Figure 6: Italy: where they shop for electricals, whether in-store or online, January 2017
                      • What we think
                      • Issues and Insights

                        • Electrical retailers should look to capitalise on the growth of m-commerce
                          • The facts
                            • The implications
                              • First-hand product experience is important to in-store shoppers
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Consumer spend on electricals up for the third consecutive year
                                      • Prices of electrical goods creeping up
                                        • Specialists account for 76% of spending on electrical products
                                          • Electrical retail sales growth accelerates
                                          • Spending and Inflation

                                            • Signs of economic recovery
                                              • Market size and trend
                                                • Figure 7: Italy: consumer spending on electrical items (incl. VAT), 2012-16
                                              • Inflation
                                                • Figure 8: Italy: consumer prices, annual % change, 2012-16
                                                • Figure 9: Italy: consumer price inflation on electrical items, annual % change, July 2015-December 2016
                                            • Product Market Breakdown

                                                • Figure 10: Italy: main electricals markets, volume sales, 2011-16
                                                • Figure 11: Italy: main electricals markets, volume sales forecasts, 2016-20
                                            • Channels of Distribution

                                                • Figure 12: Italy: estimated distribution of spending on electrical goods, 2015-16
                                            • Sector Size and Forecast

                                                • Figure 13: Italy: household goods specialists’ sales, excl. VAT, 2011-16
                                                • Figure 14: Italy: household goods specialists’ sales, forecasts, excl. VAT, 2017-21
                                              • Electrical retail sales estimates
                                                • Figure 15: Italy: estimated electricals retailers’ sales, excl. VAT, 2011-16
                                            • Leading Players – What You Need to Know

                                              • Expert’s extends market-leading position with 17% y-o-y sales increase
                                                • Media World and Euronics update store formats
                                                  • MiniTrony looks to convenience
                                                    • Expert grows market share
                                                      • Online
                                                      • Leading Players

                                                        • Unieuro bolsters online shopping experience
                                                          • Media World store digitisation
                                                            • Euronics unveils new product experience in-store layout
                                                              • Trony launches proximity store format to best serve the needs of urban consumers
                                                                • Telecoms specialists
                                                                    • Figure 16: Italy: leading specialist electrical retailers, estimated sales, 2013-16
                                                                    • Figure 17: Italy: leading specialist electrical retailers, estimated outlet numbers, 2013-16
                                                                    • Figure 18: Italy: leading specialist electrical retailers, estimated sales per outlet, 2013-16
                                                                • Market Shares

                                                                    • Figure 19: Italy: leading specialist electrical retailers: Estimated shares of all spending on electricals items, 2013-16
                                                                • Online

                                                                  • Online activity and device usage
                                                                    • Figure 20: Italy: broadband connections, 2012-16
                                                                  • Shopping online
                                                                    • Figure 21: Italy: online buyers of electrical items in last 12 months, 2012-16
                                                                  • Online sales
                                                                    • Leading online players
                                                                    • The Consumer – What You Need to Know

                                                                      • Mobile phones/tablets are the most purchased electrical products
                                                                        • Majority of Italian consumers purchase electrical products in-store
                                                                          • Amazon is the single most used retailer for purchasing electrical products
                                                                            • Most popular reason for shopping in-store is to try and inspect products
                                                                            • What Electricals They Buy

                                                                              • Mobile phones/tablets are the most popular purchases
                                                                                • Figure 22: Italy: types of electrical products purchased, January 2017
                                                                              • More women than men haven’t bought electrical products
                                                                                • Figure 23: Italy: types of electrical products purchased, by gender, January 2017
                                                                              • Young millennials are the biggest purchasers of mobile devices
                                                                                • Figure 24: Italy: types of electrical products purchased, by age, January 2017
                                                                              • Technology ownership
                                                                                • Figure 25: Italy: technology products personally owned, Q1 2017
                                                                            • How They Shop for Electricals – Online vs In-Store

                                                                              • Most Italian consumers buy electricals in-store
                                                                                • Figure 26: Italy: how they shop for electricals, in-store vs online, January 2017
                                                                              • Female consumers prefer to shop in-store
                                                                                • Figure 27: Italy: how they shop for electricals, in-store vs online, by gender, January 2017
                                                                              • Older consumers less inclined to shop online for electricals
                                                                                • Figure 28: Italy: how they shop for electricals, in-store vs online, by age, January 2017
                                                                              • What they bought online/instore
                                                                                • Gaming hardware is the most purchased product online
                                                                                  • Figure 29: Italy: how they shop for electricals, in-store vs online, by product purchased, January 2017
                                                                              • Where They Shop for Electricals and Why

                                                                                • Amazon is the most used retailer for electrical goods purchasing
                                                                                  • Figure 30: Italy: where they shop for electricals, whether in-store or online, January 2017
                                                                                • Online: Amazon dominant
                                                                                  • Figure 31: Italy: where they shop for electricals, online, January 2017
                                                                                • Customer profiles of online shoppers
                                                                                  • Figure 32: Italy: profile of those who had bought electricals online, by retailer used, January 2017
                                                                                • In-store: Media World leads
                                                                                  • Figure 33: Italy: where they shop for electricals, in-store, January 2017
                                                                                • Customer profiles of in-store shoppers
                                                                                  • Figure 34: Italy: profile of those who had bought electricals in-store, by retailer used, January 2017
                                                                                • Reasons for shopping online and in-store
                                                                                  • Consumers value the hands-on product experience in-store
                                                                                    • Figure 35: Italy: reasons for shopping for electricals in-store, January 2017
                                                                                  • Lower prices are the biggest draw for shopping online for electricals
                                                                                    • Figure 36: Italy: reasons for shopping for electricals online, January 2017
                                                                                  • Reasons for shopping crossed by individual retailer
                                                                                    • Shopping online
                                                                                      • Figure 37: Italy: reasons for shopping for electricals online, by retailer used, January 2017
                                                                                    • Shopping in-store
                                                                                      • Figure 38: Italy: reasons for shopping for electricals in-store, by retailer used, January 2017
                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                    • Abbreviations
                                                                                      • Data sources
                                                                                      • Amazon.com

                                                                                          • What we think
                                                                                            • Marketplace is growing
                                                                                              • Disruptive influence
                                                                                                • Does Amazon need stores?
                                                                                                  • Maturity beckoning?
                                                                                                    • Where next?
                                                                                                      • Company background
                                                                                                        • Company performance
                                                                                                          • Figure 39: Amazon.com Inc.: group financial performance, 2011/12-2015/16
                                                                                                        • Electricals sales
                                                                                                          • Figure 40: Amazon: estimated electricals sales in Europe, 2015-16
                                                                                                        • Marketplace
                                                                                                          • Retail offering
                                                                                                          • Apple Retail

                                                                                                              • What we think
                                                                                                                • Over-reliance on the iPhone?
                                                                                                                  • A price rise too far?
                                                                                                                    • All about the image
                                                                                                                      • Company background
                                                                                                                        • Company performance
                                                                                                                          • Worldwide
                                                                                                                            • Figure 41: Apple Inc.: sales and operating profit, 2012-16
                                                                                                                          • Apple Retail UK
                                                                                                                            • Figure 42: Apple Retail UK: group financial performance, 2011/12-2015/16
                                                                                                                            • Figure 43: Apple Retail UK: outlet data, 2011/12-2015/16
                                                                                                                            • Figure 44: Apple Retail: European stores, 2014-17
                                                                                                                          • Retail offering
                                                                                                                          • E-Square

                                                                                                                              • What it does
                                                                                                                                • Company background
                                                                                                                                  • Key figures
                                                                                                                                    • Members
                                                                                                                                      • Figure 45: E-Square membership, 2016
                                                                                                                                    • Sales
                                                                                                                                    • Euronics International

                                                                                                                                        • What we think
                                                                                                                                          • Bringing its members new and innovative products
                                                                                                                                            • Brand communication
                                                                                                                                              • Bolstering multi-channel proposition
                                                                                                                                                • Services add value to physical stores
                                                                                                                                                  • Company background
                                                                                                                                                    • Company performance
                                                                                                                                                      • Figure 46: Euronics International: group sales performance, 2011-15
                                                                                                                                                      • Figure 47: Euronics International: estimated outlet data, 2011-15
                                                                                                                                                    • Retail offering
                                                                                                                                                    • Expert Europe

                                                                                                                                                        • What we think
                                                                                                                                                          • National network, local availability
                                                                                                                                                            • Strength in common branding is being eroded
                                                                                                                                                              • Increased focus on brand and product expertise and service…
                                                                                                                                                                • …and online presence
                                                                                                                                                                  • Where now?
                                                                                                                                                                    • Company background
                                                                                                                                                                      • Company performance
                                                                                                                                                                        • Figure 48: Expert Europe: group sales performance, 2012-16
                                                                                                                                                                        • Figure 49: Expert Europe: outlet data, 2012-16
                                                                                                                                                                    • Media-Saturn

                                                                                                                                                                        • What we think
                                                                                                                                                                          • Looking for opportunities in rentals
                                                                                                                                                                            • The important of the connected home
                                                                                                                                                                              • Services potential
                                                                                                                                                                                • Digital stores
                                                                                                                                                                                  • Being proactive with innovation
                                                                                                                                                                                    • Redcoon brought pureplay online expertise
                                                                                                                                                                                      • Where now?
                                                                                                                                                                                        • Company background
                                                                                                                                                                                          • Company performance
                                                                                                                                                                                            • Figure 50: Media Markt/Saturn: group financial performance, 2011/12-2015/16
                                                                                                                                                                                            • Figure 51: Media Markt/Saturn: outlet data, 2011/12-2015/16
                                                                                                                                                                                          • Retail offering
                                                                                                                                                                                            • Retail offering

                                                                                                                                                                                            Companies Covered

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

                                                                                                                                                                                            Electrical Goods Retailing - Italy - February 2017

                                                                                                                                                                                            US $1,321.06 (Excl.Tax)