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Electrical Goods Retailing - Italy - February 2018

“Italy lags a long way behind the rest of Western Europe in retail development and especially in online development. Electricals retailing is still very fragmented across the board and online we estimate that even the leading player via that channel, Amazon, has a market share of under 2%. Change is slow and while the country should have great potential in retailing the lack of economic progress has inhibited retail development. It’s easy to see the potential in electricals, less easy to see how it will be realised.”
– Richard Perks, Director of Retail Research

This report looks at the following areas:

  • Just how great is the potential for electrical retailing in Italy?
  • Is the potential of online likely to be realised soon?

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Table of contents

  1. Overview

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

          • The market
            • Consumer spending
              • Sector size and forecast
                • Inflation
                  • Figure 1: Italy: consumer price inflation on electrical items, annual % change, August 2016-January 2018
                • Channels of distribution
                  • Figure 2: Italy: estimated distribution of spending on electrical/electronic goods, 2017
                • Companies and brands
                  • Leading players
                    • Market shares
                      • Figure 3: Italy: leading specialist electrical retailers’ shares of spending on electrical items, 2017
                    • Online
                      • Figure 4: Italy: online buyers of electrical items in last 12 months, 2012-17
                    • The consumer
                      • What they buy
                        • Figure 5: Italy: types of electrical products purchased in the last 12 months, December 2017
                      • How they shop – Online and in-store
                        • Figure 6: Italy: channels used to buy electrical goods, December 2017
                      • Where they shop
                        • Figure 7: Italy: where they shop for electricals, whether in-store or online, December 2017
                      • Attitudes to buying electrical/electronic products
                        • Figure 8: Italy: attitudes to buying electrical goods, December 2017
                      • What we think
                      • Issues and Insights

                        • Just how great is the potential for electrical retailing in Italy?
                          • The facts
                            • The implications
                              • Is the potential of online likely to be realised soon?
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Economic growth weak
                                      • Sector size and forecast
                                        • Deflation the norm in electricals
                                          • Multiples dominant
                                          • Consumer Spending

                                            • Consumer sector struggling
                                                • Figure 9: Italy: consumer spending on electrical items (incl. VAT), 2013-17
                                            • Product Market Breakdown

                                                • Figure 10: Italy: main electricals markets, volume sales, 2013-17
                                            • Sector Size and Forecast

                                                • Figure 11: Italy: household goods specialists, sales, excl VAT, 2013-17
                                                • Figure 12: Italy: household goods specialists, forecast sales, excl VAT, 2018-22
                                            • Inflation

                                                • Figure 13: Italy: consumer prices, annual % change, 2013-17
                                                • Figure 14: Italy: consumer price inflation on electrical items, annual % change, August 2016-Janiuary 2018
                                            • Channels of Distribution

                                                • Figure 15: Italy: estimated distribution of spending on electrical/electronic goods, 2017
                                            • Companies and Brands – What You Need to Know

                                              • Multiples vs voluntary groups
                                                • Other majors weak
                                                  • Market shares weak
                                                    • Online weak
                                                    • Leading players

                                                      • Expert with Unieuro the market leader
                                                        • Meda World, the leading multiple
                                                          • Euronics, Trony and Comet
                                                            • Figure 16: Italy: leading specialist electricals retailers, sales, 2013/14-2017/18
                                                            • Figure 17: Italy: leading specialist electricals retailers, outlets, 2013/14-2017/18
                                                            • Figure 18: Italy: leading specialist electricals retailers, sales per outlet, 2013/14-2017/18
                                                        • Market Shares

                                                            • Figure 19: Italy: leading specialist electrical retailers’ shares of spending on electricals items, 2015/16-2017/18
                                                        • Online

                                                          • Online activity
                                                            • Shopping online
                                                              • Figure 20: Italy: online buyers of electrical items in last 12 months, 2012-17
                                                            • Online sales
                                                              • Leading online retailers
                                                              • The Consumer – What You Need to Know

                                                                • Mobile phones, the most bought product by internet users
                                                                  • In-store still the channel of choice
                                                                    • Amazon, the most used store
                                                                      • Customers do not trust electricals retailer’s pricing
                                                                      • What They Buy

                                                                        • The research
                                                                          • Who bought what?
                                                                            • Figure 21: Italy: types of electrical products purchased in the last 12 months, December 2017
                                                                        • How They Shop – Online and In-store

                                                                          • Laptop still the online device of choice
                                                                            • Figure 22: Italy: channels used to buy electrical goods, December 2017
                                                                          • Channels used by retailers bought from
                                                                            • Figure 23: Italy: channel used by retailer bought from, December 2017
                                                                        • Where They Shop

                                                                          • Amazon dominates
                                                                            • Figure 24: Italy: where they shop for electricals, whether in-store or online, December 2017
                                                                          • Who shops where
                                                                            • Figure 25: Italy: profile of electricals shoppers by stores used, December 2017
                                                                        • Attitudes to Buying electrical/electronic products

                                                                          • Conservative consumers
                                                                            • Figure 26: Italy: attitudes to buying electrical/electronic goods, December 2017
                                                                          • Attitudes by retailers used
                                                                            • Early adopters go to Apple
                                                                              • Figure 27: Italy: importance of new technology by where electrical goods bought, by retailer, December 2017
                                                                            • Apple trusted least on pricing?
                                                                              • Figure 28: Italy: trust in retailer’s prices by where electrical goods bought, December 2017
                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                            • Abbreviations
                                                                              • Data sources
                                                                              • Amazon.com Inc

                                                                                  • What we think
                                                                                    • Where next?
                                                                                      • Geographical expansion
                                                                                        • Prime
                                                                                          • Marketplace
                                                                                            • AWS
                                                                                              • Profitability
                                                                                                • Where next?
                                                                                                  • Company background
                                                                                                    • Company performance
                                                                                                      • Published sales and total sales volumes
                                                                                                          • Figure 29: Amazon: sales breakdown, by source of income, 2015-17
                                                                                                          • Figure 30: Amazon: sales breakdown, by source of income, 2017
                                                                                                        • Gross transaction revenue (GTV)
                                                                                                            • Figure 31: Amazon: estimated group gross transaction revenue, 2015-17
                                                                                                          • GTV by country
                                                                                                            • Figure 32: Amazon.com Inc: group financial performance, 2013-17
                                                                                                          • Sales of electricals
                                                                                                            • Figure 33: Amazon Europe: estimated sales of electrical goods, 2015-17
                                                                                                          • Retail offering
                                                                                                          • Apple Retail UK

                                                                                                              • What we think
                                                                                                                • The human face of Apple Inc.
                                                                                                                  • Stores becoming larger and more informal…
                                                                                                                    • …as well as more experiential
                                                                                                                      • Where next?
                                                                                                                        • Company background
                                                                                                                          • Company performance
                                                                                                                            • Figure 34: Apple Retail UK: group financial performance, 2012/13-2016/17
                                                                                                                            • Figure 35: Apple Retail UK: outlet data, 2012/13-2016/17
                                                                                                                            • Figure 36: Apple Retail: European stores, 2014-18
                                                                                                                          • Retail offering
                                                                                                                          • Ceconomy (MediaMarkt/Saturn)

                                                                                                                              • What we think
                                                                                                                                • Fnac Darty deal strengthens Ceconomy’s position
                                                                                                                                  • Expanded online range and flexible delivery options
                                                                                                                                    • Focusing on services and solutions rather than just products
                                                                                                                                      • Less queuing thanks to digital payment solution
                                                                                                                                        • New store concepts to draw customers in
                                                                                                                                          • Enhanced loyalty cards winning new members
                                                                                                                                            • Company background
                                                                                                                                              • Company performance
                                                                                                                                                • Figure 37: Ceconomy: group financial performance, 2012/13-2016/17
                                                                                                                                                • Figure 38: Ceconomy: outlet data, 2012/13-2016/17
                                                                                                                                              • Retail offering
                                                                                                                                              • E-Square

                                                                                                                                                  • Company background
                                                                                                                                                    • Key figures
                                                                                                                                                      • Members
                                                                                                                                                        • Figure 39: E-Square: membership, 2017
                                                                                                                                                    • Euronics International

                                                                                                                                                        • What we think
                                                                                                                                                          • New store concepts dedicated to helping consumers make the right mobile choice
                                                                                                                                                            • Ditching the tech jargon
                                                                                                                                                              • Focusing on VR and smart home solutions
                                                                                                                                                                • A more dynamic in-store shopping experience
                                                                                                                                                                  • Selling fitted kitchens, a potential new revenue earner for UK stores
                                                                                                                                                                    • Company background
                                                                                                                                                                      • Company performance
                                                                                                                                                                        • Figure 40: Euronics International: estimated group financial performance, 2012-16
                                                                                                                                                                        • Figure 41: Euronics International: estimated outlet data, 2012-16
                                                                                                                                                                      • Retail offering
                                                                                                                                                                      • Expert Europe

                                                                                                                                                                          • What we think
                                                                                                                                                                            • Lack of transactional website is hurting Expert in some countries
                                                                                                                                                                              • ‘We are the experts’ positioning hard to maintain
                                                                                                                                                                                • Company background
                                                                                                                                                                                  • Company performance
                                                                                                                                                                                    • Figure 42: Expert Europe: group sales performance, 2013-17
                                                                                                                                                                                    • Figure 43: Expert Europe: outlet data, 2013-17
                                                                                                                                                                                  • Retail offering

                                                                                                                                                                                  Electrical Goods Retailing - Italy - February 2018

                                                                                                                                                                                  £995.00 (Excl.Tax)