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DIY Retailing - Italy - May 2019

Covered in this report

This report covers the DIY market in Italy, with a focus on DIY specialists including high street and out-of-town operators. The report does not cover non-specialists, such as hypermarkets, in detail although these are looked at briefly in the consumer research section.

The report combines analysis of the market in Italy, including market sizes, specialists’ sales and forecasts, along with our in-depth consumer data, which analyses shoppers’ behaviour.

For the consumer research we asked questions on the following topics:

  • Which retailers or type of retailer had been used to buy DIY and home maintenance/improvement goods in the past 12 months, both in-store and online
  • DIY and home improvement products actually purchased
  • Characteristics associated with DIY retailers

“DIY retailing in Italy remains highly fragmented, with most distribution still passing through small- and medium-sized retailers. But larger-scale retailing is growing and the sector is consolidating slowly as foreign retailers, mainly from France, are expanding. The largest chain is ADEO’s Leroy Merlin, but even this only generates 12% of specialist sector sales. Online spending remains a small channel overall, but amongst our internet-based sample, 67% had bought DIY goods online in the last year, suggesting good potential for this channel as the younger, more digitally literate generations age.”
– Natalie Macmillan, Senior European Retail Analyst

This report looks at the following areas:

  • What is the potential for online in the Italian DIY market?
  • What is holding back growth in Italian DIY retailing?

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Table of contents

  1. Overview

    • What you need to know
      • Areas covered in this report
          • Figure 1: Coicop classifications used for the Mintel market size, 2018
      • Executive Summary

          • The market
            • Consumer spending
              • Sector size and forecast
                • Channels of distribution
                  • Figure 2: Italy: estimated distribution of DIY spending by channel, 2018
                • Companies and brands
                  • Leading players
                    • Market shares
                      • Figure 3: Italy: Leading specialist DIY retailers’ shares of all DIY retailers’ sales, 2018
                    • Online
                      • The consumer
                        • Where they shop
                          • Figure 4: Italy: retailers used to buy DIY goods in the past 12 months, March 2019
                        • DIY products purchased
                          • Figure 5: Italy: DIY products bought in the last 12 months, March 2019
                        • Characteristics associated with DIY retailers
                          • Figure 6: Italy: Characteristics associated with DIY retailers, March 2019
                        • What we think
                        • Issues and Insights  

                          • What is the potential for online in the Italian DIY market?
                            • The facts
                              • The implications
                                • What is holding back growth in Italian DIY retailing?
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • Economic outlook weakening
                                        • DIY spending 1.6% of all consumer expenditure
                                          • Specialist retailers’ sales expanding
                                            • Distribution is fragmented, but modernising
                                            • Consumer Spending

                                              • Economy slowing down
                                                • Mintel DIY market size
                                                    • Figure 7: Italy: DIY products – the Mintel market size (incl. VAT), 2014-18
                                                    • Figure 8: Italy: Mintel DIY Market size, breakdown by product type, 2018
                                                  • DIY-related spending categories
                                                      • Figure 9: Italy: Consumer spending in detail (incl. VAT), 2014-18
                                                  • Market Drivers

                                                    • Home ownership
                                                      • Figure 10: Italy: Tenure types: owners vs tenants, % of households, 2009-17
                                                    • Consumer spending plans
                                                      • Figure 11: Italy: Consumers’ planned spending on housing and home, Q1 2016- Q1 2019
                                                  • Sector Size and Forecast

                                                      • Figure 12: Italy: Specialist DIY retailers, sales (excl. VAT), 2014-18
                                                      • Figure 13: Italy: DIY specialists, forecast sales (excl VAT), 2019-23
                                                  • Inflation

                                                      • Figure 14: Italy: Consumer prices* of DIY-related categories, annual % change, 2014-18
                                                      • Figure 15: Italy: Consumer prices of DIY-related categories, annual % change, January 2018-February 2019
                                                  • Channels of Distribution

                                                      • Figure 16: Italy: estimated distribution of DIY spending by channel, 2018
                                                  • Companies and Brands – What You Need to Know

                                                    • Fragmented market dominated by French multiples
                                                      • A consolidating sector
                                                        • Online small but growing
                                                        • Leading Players

                                                          • French retailers dominate
                                                            • Fragmentation
                                                              • Figure 17: Italy: Leading specialist DIY retailers, sales, 2014-18
                                                              • Figure 18: Italy: Leading specialist DIY retailers, outlet numbers, 2014-18
                                                            • Sales per outlet
                                                              • Figure 19: Italy: Leading specialist DIY retailers, sales per outlet, 2014-18
                                                          • Market Shares

                                                              • Figure 20: Italy: Leading specialist DIY retailers: shares of all DIY retailers sales, 2014-18
                                                          • Online

                                                            • Technology ownership and online activity
                                                              • Shopping online
                                                                  • Figure 21: Italy: Goods bought online in the last 12 months, 2009-18
                                                                • Online sales of DIY
                                                                  • Leading online players
                                                                    • Figure 22: Italy: Leading retailers’ estimated online sales of DIY, 2018
                                                                • The Consumer – What You Need to Know

                                                                    • DIY products widely purchased
                                                                      • Leroy Merlin the leader
                                                                        • DIY basics bought most often
                                                                          • Older people do buy DIY products
                                                                            • Amazon a major player, but not in the basics.
                                                                              • Convenience most associated with DIY retailers
                                                                                • Leroy Merlin and Amazon score best on characteristics.
                                                                                • Where They Shop for DIY

                                                                                    • Figure 23: Italy: retailers used to buy DIY goods in the past 12 months, March 2019
                                                                                  • Trend data
                                                                                      • Figure 24: Italy: DIY retailers in-store/online used in the last 12 months, 2015-19
                                                                                      • Figure 25: Italy: DIY retailers in-store/online used in the last 12 months, 2015-19
                                                                                    • Customer profile of DIY retailers
                                                                                      • Figure 26: Italy: Profile of DIY shoppers by retailer used, March 2019
                                                                                  • DIY Products Purchased

                                                                                      • Figure 27: Italy: DIY products bought in the last 12 months, March 2019
                                                                                      • Figure 28: Italy: profile of buyers of DIY goods by product purchased, March 2019
                                                                                    • Products bought by retailer used
                                                                                      • Figure 29: Italy: What people buy and where they shop, Leroy Merlin and Bricocenter, March 2019
                                                                                      • Figure 30: Italy: What people buy and where they shop, Amazon, March 2019
                                                                                  • Characteristics Associated With DIY Retailers

                                                                                      • Figure 31: Italy: Words most associated with DIY retailers, March 2019
                                                                                      • Figure 32: Italy: Characteristics associated with DIY retailers and where they shop, Leroy merlin and OBI, March 2019
                                                                                      • Figure 33: Italy: Characteristics associated with DIY retailers and where they shop, Amazon and hypermarkets, March 2019
                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                    • Abbreviations
                                                                                      • Data sources
                                                                                      • ADEO

                                                                                          • What we think
                                                                                            • Rebuilding the idea of what a DIY store is
                                                                                              • Format segmentation in Spain
                                                                                                • Phasing out AKI brand
                                                                                                  • Company background
                                                                                                    • Company performance
                                                                                                      • Figure 34: Adeo: Group sales performance, 2014-18
                                                                                                      • Figure 35: Adeo: outlet data, 2014-18
                                                                                                    • Retail offering
                                                                                                      • Leroy Merlin
                                                                                                        • Other fascia
                                                                                                        • OBI

                                                                                                            • What we think
                                                                                                              • Foreign markets currently the focus of expansion
                                                                                                                • More compact store could suggest future direction
                                                                                                                  • Still awaiting the results of “OBI next”
                                                                                                                    • Company background
                                                                                                                      • Company performance
                                                                                                                        • Figure 36: OBI: Group sales performance, 2014-18
                                                                                                                        • Figure 37: OBI: Outlet data, 2014-18
                                                                                                                      • Retail offering

                                                                                                                      DIY Retailing - Italy - May 2019

                                                                                                                      £995.00 (Excl.Tax)