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Home Shopping - Italy - March 2009

Mintel’s report “Home Shopping in Europe” in 2009 covers the 19 largest home shopping markets in Europe. We focus on the principal economies of Western Europe plus the Czech Republic, Hungary and Poland.

The reports for the UK, Germany, France, Spain, and Italy are available separately. All other countries are only available in the single copy 19-country version. But it is this report that gives the full overview of home shopping in Europe.

In this report we use data provided by the leading European trade associations EMOTA and FEDSA. The European Mail Order Trade Association (EMOTA) is the main representative body of the mail order industry in Europe. EMOTA comprises 18 national trade associations. The Federation of European Direct Selling Associations represents the direct selling associations in Europe. It consists of 27 country member associations and we are grateful to FEDSA for allowing us to quote its data.

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Table of contents

  1. Market in Brief

    • The future
      • Market size and performance
        • The competitive landscape
        • Report Scope

            • Technical notes
              • Market definitions
                • E-commerce
                  • Mail order
                    • Direct selling
                      • Direct response
                        • Television shopping
                          • Market shares
                            • Company profiles
                              • Abbreviations
                                • Financial definitions
                                  • Currencies
                                    • Figure 1: Exchange rates, € to other European currencies, 2004-08
                                  • Country codes
                                    • Figure 2: Country codes
                                  • VAT
                                    • Figure 3: Europe: Standard VAT rates, 2008
                                • Broader Market Environment

                                  • Key points
                                    • Slow population growth
                                      • Figure 4: Italy: Population trends, 2003-08
                                      • Figure 5: Italy: Population projections, by age group, 2007-47
                                    • Economy slips into recession
                                        • Figure 6: Italy: Gross domestic product, 1996-2008
                                      • Consumer confidence improvements brought to an end
                                          • Figure 7: Italy: Household consumer expenditure, 1996-2008
                                        • Inflation back on the up
                                            • Figure 8: Italy: Consumer prices, 2003-08
                                          • Unemployment decline halts?
                                              • Figure 9: Italy: Unemployment rate, 1998-2008
                                          • Market in Context

                                            • Key points
                                              • Direct sales continue to lead the way
                                                  • Figure 10: Italy: Estimated home shopping market, by major sub-sector, 2008
                                                  • Figure 11: Italy: Proportion of home shopping, by major sub-sector, 2008
                                                • Mail order
                                                  • Figure 12: Italy: Estimated Mail order sector breakdown, 2004-08
                                                • Direct sales
                                                    • Figure 13: Italy: Direct sales turnover of FEDSA members, 2003-07
                                                    • Figure 14: Italy: Direct sales, by product category, 2007
                                                  • E-commerce
                                                    • Figure 15: Italy: E-commerce retail spend, 2003-08
                                                • Sector Size and Forecast

                                                  • Key points
                                                    • Retailers’ prospects
                                                      • Retail sales forecasts
                                                          • Figure 16: Italy: Retail sales, 2004-13
                                                          • Figure 17: Italy: Mail order and other non-store specialists’ sales as % of all retail sales, 2004-13
                                                        • Recent trends in Italian home shopping
                                                        • Retail Competitor Analysis

                                                          • Key points
                                                            • Vorwerk leads the way
                                                              • Food players making their mark
                                                                • Foreign entrants
                                                                  • Figure 18: Italy: Leading retailers in the home shopping sector, 2007/08
                                                                • Market shares
                                                                  • Figure 19: Italy: Market shares of leading home shopping players, 2007
                                                                • Enterprise data
                                                                    • Figure 20: Italy, Enterprise numbers, 2002-06
                                                                • Alticor (Amway)

                                                                    • Figure 21: Alticor (Amway): Sales as share of non-store retailers in Europe, 2003-07
                                                                  • Strategic evaluation
                                                                    • History
                                                                      • Financial performance
                                                                          • Figure 22: Alticor (Amway): Group financial performance, 2003-08
                                                                          • Figure 23: Alticor (Amway): Estimated breakdown of sales by market, 2007
                                                                          • Figure 24: Amway UK: Financial performance, 2003-07
                                                                        • Retail offering
                                                                          • Market positioning
                                                                            • Brands
                                                                              • Figure 25: Amway: Brand list, 2009
                                                                            • Product offer
                                                                              • Operational issues
                                                                                • Advertising and marketing
                                                                                  • e-commerce and home shopping
                                                                                    • Figure 26: Amway: European websites, 2009
                                                                                • Avon

                                                                                    • Figure 27: Avon Europe: Sales as share of non-store retailers in Europe, 2004-08
                                                                                    • Figure 28: Avon Cosmetics Ltd: Sales as share of non-store retailers in UK, 2003-07
                                                                                  • Strategic evaluation
                                                                                    • History
                                                                                      • Financial performance
                                                                                          • Figure 29: Avon: Group financial performance, 2004-08
                                                                                        • Stores
                                                                                          • Catalogues
                                                                                            • Retail offering
                                                                                              • Market positioning
                                                                                                • Brands
                                                                                                  • Product offer
                                                                                                    • Pricing
                                                                                                      • Operations
                                                                                                        • Advertising and marketing
                                                                                                          • e-commerce
                                                                                                          • Bertelsmann DirectGroup

                                                                                                              • Figure 30: Bertelsmann DirectGroup: Sales as share of non-store retailers in Europe, 2003-07
                                                                                                              • Figure 31: Bertelsmann DirectGroup: Sales as share of non-store retailers in Germany, 2003-07
                                                                                                            • Strategic evaluation
                                                                                                              • Focus on core markets
                                                                                                                • The future of book clubs?
                                                                                                                  • History
                                                                                                                    • Financial performance
                                                                                                                      • Figure 32: Bertelsmann DirectGroup: Revenues by region, 2007
                                                                                                                    • Europe
                                                                                                                      • Germany
                                                                                                                        • US business hampers profitability
                                                                                                                          • Figure 33: Bertelsmann DirectGroup: Group financial performance, 2003-07
                                                                                                                        • Interim results 2008
                                                                                                                          • Store portfolio
                                                                                                                            • Figure 34: Bertelsmann DirectGroup: European store portfolio, February 2009
                                                                                                                          • Retail offering
                                                                                                                            • Market positioning
                                                                                                                              • Brands
                                                                                                                                  • Figure 35: Bertelsmann DirectGroup: European brands portfolio, February 2009
                                                                                                                                • Product offer
                                                                                                                                  • Pricing
                                                                                                                                    • e-commerce and home shopping
                                                                                                                                    • eBay

                                                                                                                                        • Strategic evaluation
                                                                                                                                          • History
                                                                                                                                            • Financial performance
                                                                                                                                              • Group
                                                                                                                                                  • Figure 36: eBay Inc: Group financial performance, 2004-08
                                                                                                                                                  • Figure 37: eBay Inc: Net revenues by category, 2004-08
                                                                                                                                                • Marketplaces
                                                                                                                                                    • Figure 38: eBay.com: Marketplaces performance indicators, 2004-08
                                                                                                                                                  • Retail offering
                                                                                                                                                    • Market positioning
                                                                                                                                                      • Brands
                                                                                                                                                        • Product offer
                                                                                                                                                          • Pricing
                                                                                                                                                            • Operational issues
                                                                                                                                                              • Advertising and marketing
                                                                                                                                                              • Otto Group

                                                                                                                                                                  • Figure 39: Otto Group: Retail sales as share of non-store retailers in Europe, 2003-07
                                                                                                                                                                  • Figure 40: Otto UK: Retail sales as share of UK non-store retailers, 2003-07
                                                                                                                                                                • Strategic evaluation
                                                                                                                                                                  • History
                                                                                                                                                                    • Financial performance
                                                                                                                                                                        • Figure 41: Otto multichannel retail division: Financial performance, 2003/04-2007/08
                                                                                                                                                                      • Store portfolio
                                                                                                                                                                        • Catalogues
                                                                                                                                                                          • Figure 42: Otto Europe: Multichannel retail operations, 2008
                                                                                                                                                                        • Retail offering
                                                                                                                                                                          • Market positioning
                                                                                                                                                                            • Brands
                                                                                                                                                                              • Product offer
                                                                                                                                                                                • Advertising and marketing
                                                                                                                                                                                  • e-commerce
                                                                                                                                                                                  • Tupperware

                                                                                                                                                                                      • Strategic evaluation
                                                                                                                                                                                        • History
                                                                                                                                                                                          • Figure 43: Tupperware Group: Brands, 2009
                                                                                                                                                                                        • Financial performance
                                                                                                                                                                                            • Figure 44: Tupperware Group: Financial performance, 2003-08
                                                                                                                                                                                            • Figure 45: Tupperware Group: Sales, by segment, 2008
                                                                                                                                                                                            • Figure 46: Tupperware Group: European sales & profit as share of group sales & profit, 2003-08
                                                                                                                                                                                          • Europe
                                                                                                                                                                                              • Figure 47: Tupperware: Sales in Germany, 2003-07
                                                                                                                                                                                              • Figure 48: Tupperware: UK & Republic of Ireland, financial performance, 2002-06
                                                                                                                                                                                            • Store portfolio
                                                                                                                                                                                                • Figure 49: Tupperware: Sales force, by region, 2006-08
                                                                                                                                                                                              • Retail offering
                                                                                                                                                                                                • Market positioning
                                                                                                                                                                                                  • Brands/product offer
                                                                                                                                                                                                    • Operational issues
                                                                                                                                                                                                      • Advertising and marketing
                                                                                                                                                                                                      • Vorwerk

                                                                                                                                                                                                          • Figure 50: Vorwerk: Sales as share of non-store retailers in Europe, 2003-07
                                                                                                                                                                                                        • Strategic evaluation
                                                                                                                                                                                                          • History
                                                                                                                                                                                                            • Figure 51: Vorwerk: Group divisions, 2007
                                                                                                                                                                                                          • Financial performance
                                                                                                                                                                                                            • Figure 52: Vorwerk: Group sales performance, 2003-07
                                                                                                                                                                                                          • Direct sales
                                                                                                                                                                                                              • Figure 53: Vorwerk: Direct sales by operation, 2003-07
                                                                                                                                                                                                            • Retail offering
                                                                                                                                                                                                              • Market positioning
                                                                                                                                                                                                                • Figure 54: Vorwerk: Brands, 2009
                                                                                                                                                                                                              • Brands
                                                                                                                                                                                                                • Figure 55: Vorwerk: Direct selling operations in Europe
                                                                                                                                                                                                              • Operational issues
                                                                                                                                                                                                                • e-commerce and home shopping

                                                                                                                                                                                                                Home Shopping - Italy - March 2009

                                                                                                                                                                                                                US $1,055.52 (Excl.Tax)