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Description

Description

Covered in this report

Consumer spending on electrical goods has been growing at a faster rate in Italy than total spending during the past five years, demonstrating that, despite the weak nature of the Italian economy, consumers have been prepared to spend on items that are important to them. While there is no doubt that there is a shift in the balance of sales from stores to the online channel, the major store-based retailers are mitigating this through aggressive expansion of their online platforms, both organic and through acquisition.


To date, this has helped to temper the impact of Amazon but the latter’s relentless focus on price, backed up by industry-leading fulfilment propositions, is hard to beat and may eventually become overwhelming for all but the most effective store-based retailers. Our consumer research for this report shows that a large and growing proportion of people have bought from Amazon but the leading two store-based operators still both have turnovers around five times that of our estimates for Amazon’s sales of electrical goods in Italy, demonstrating that customers are still turning to the store-based retailers.

“Despite the moribund nature of the Italian economy, consumers have shown themselves to be willing to spend on electrical goods over the past few years. The market is characterised by an intensely competitive retail landscape, with two strong major store-based retailers going head-to-head with Amazon and, so far, holding their own in terms of market share.”
– Michael Oliver, Senior Retail Analyst

This report looks at the following areas:

  • How can store-based retailers differentiate themselves from online specialists?
  • Where now for the online channel?

What's included

What's included

Table of contents

Table of contents

  1. Overview

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

          • The market
            • Consumer spending
              • Figure 1: Italy: Consumer spending on electrical items (including VAT), 2015-19
            • Sector size and forecast
              • Figure 2: Italy: Electrical goods specialists’ sales, excluding VAT, 2015-19
            • Channels of distribution
              • Figure 3: Italy: estimated distribution of spending on electrical/electronic goods by channel, 2019
            • Companies and brands
              • Key metrics
                • Market shares
                  • Figure 4: Italy: Leading electrical specialists’ shares of spending on electricals, 2019
                • Online
                  • The consumer
                    • What they buy
                      • Figure 5: Italy: electrical products purchased in the last 12 months, November 2019
                    • How they shop
                      • Figure 6: Italy: Channels used to buy electrical goods, in-store and online, November 2019
                    • Where they shop
                      • Figure 7: Italy: where they shop for electricals, November 2019
                    • Attitudes to shopping for electricals
                      • Figure 8: Italy: attitudes to shopping for electrical/electronic goods, November 2019
                    • What we think
                    • Issues and insights

                      • How can store-based retailers differentiate themselves from online specialists?
                        • The facts
                          • The implications
                            • Where now for the online channel?
                              • The facts
                                • The implications
                                • The market – What you need to know

                                  • Electricals spending grows faster than average
                                    • Specialists’ share of retail sales holds firm
                                      • Deflation impacts on most electrical goods categories
                                        • Specialists still the most popular outlet type
                                        • Consumer spending

                                          • Italy narrowly avoids recession
                                            • Electricals spending grows faster than average
                                              • Figure 9: Italy: Consumer spending on electrical items (including VAT), 2015-19
                                          • Sector size and forecast

                                            • Specialists’ share of retail sales holds firm
                                              • Figure 10: Italy: Electrical goods specialists, sales, excluding VAT, 2015-19
                                              • Figure 11: Italy: Electrical goods specialists, forecast sales, excluding VAT, 2020-24
                                          • Inflation

                                            • Deflation impacts on most electrical goods categories
                                              • Figure 12: Italy: Consumer prices, Annual % change, 2014-19
                                              • Figure 13: Italy: Consumer price inflation on electrical items, annual % change, July 2018-December 2019
                                          • Channels of distribution

                                            • Specialists still the most popular outlet type
                                              • Figure 14: Italy: estimated distribution of spending on electrical/electronic goods by channel, 2019
                                          • Companies and brands – What you need to know

                                            • Expert heads market by virtue of Unieuro
                                              • Unieuro growth driven by combination of factors
                                                • Media World loses ground
                                                  • Amazon outstrips overall market growth but lags behind Unieuro online growth
                                                    • Unieuro consolidates position as market-leading chain
                                                      • Electricals is one of most developed online sectors in Italian online retailing
                                                        • Amazon is clear online leader but specialists hold their own
                                                        • Leading players

                                                          • Expert heads market by virtue of Unieuro
                                                            • Unieuro growth driven by combination of factors
                                                              • Media World loses ground
                                                                • Euronics, Trony and Comet
                                                                  • Amazon outstrips overall market growth but lags behind Unieuro online growth
                                                                    • Figure 15: Italy: Leading electrical specialists, sales, 2015-19
                                                                    • Figure 16: Italy: Leading electrical specialists, outlets, 2015-19
                                                                    • Figure 17: Italy: Leading electrical specialists, sales per outlet, 2015-19
                                                                • Market shares

                                                                  • Unieuro consolidates position as market-leading chain
                                                                    • Figure 18: Italy: Leading electrical specialists’ shares of spending on electricals, 2015-19
                                                                • Online

                                                                  • Broadband access
                                                                    • Technology ownership
                                                                      • Online activity
                                                                        • Figure 19: Italy: online purchasing in the past 12 months compared to other major European economies, 2015-19
                                                                      • Online purchasing of electrical goods
                                                                        • Figure 20: Italy: online purchasing of electrical items in the last 12 months, 2009-19
                                                                      • Online sales
                                                                        • Leading online players
                                                                          • Figure 21: Italy: Estimated sales of electricals online by leading retailers, 2015-19
                                                                      • The consumer – What you need to know

                                                                        • Mobile phones still the most purchased electrical product
                                                                          • Stores are the most popular place to buy
                                                                            • Amazon leads the way
                                                                              • Retailers face an uphill struggle to shift the focus away from price
                                                                              • What they buy

                                                                                • Mobile phones and small appliances are most popular purchases
                                                                                  • Figure 22: Italy: electrical products purchased in the last 12 months, November 2019
                                                                                • Men much more likely than women to buy electrical goods
                                                                                  • Figure 23: Italy: electrical products purchased in the last 12 months, by gender, November 2019
                                                                                • Purchasing of electricals biased towards younger age groups
                                                                                  • Figure 24: Italy: electrical products purchased in the last 12 months, by age, November 2019
                                                                              • How they shop – Online and in-store

                                                                                • In-store remains the most popular channel for electricals
                                                                                  • Figure 25: Italy: Channels used to buy electrical goods, in-store and online, November 2019
                                                                                • Women much more likely than men to prefer stores
                                                                                  • Figure 26: Italy: Channels used to buy electrical goods, in-store and online, by gender and age, November 2019
                                                                              • Where they shop

                                                                                • Three-quarters buy through a store-based specialist
                                                                                  • Figure 27: Italy: where they shop for electricals, November 2019
                                                                                  • Figure 28: Italy: profile of electricals shoppers by retailer used, November 2019
                                                                                • One-third of in-store shoppers have also bought at Amazon
                                                                                  • Figure 29: Italy: where they shop for electricals, by channel used to buy electricals, November 2019
                                                                                • Media World is most reliant on shoppers who only buy in-store
                                                                                  • Figure 30: Italy: Where they shop for electricals (leading retailers), by channel used, November 2019
                                                                              • Attitudes to shopping for electricals

                                                                                    • Figure 31: Italy: attitudes to shopping for electricals, November 2019
                                                                                  • Attitudes to shopping for electricals by channels used
                                                                                    • Figure 32: Italy: attitudes to shopping for electricals, by channels used, November 2019
                                                                                  • Attitudes to shopping by retailer used
                                                                                    • Figure 33: Italy: attitudes to shopping for electricals, by where they shop (leading retailers) for electricals, November 2019
                                                                                • Appendix – Data sources, abbreviations and supporting information

                                                                                  • Abbreviations
                                                                                    • Data sources
                                                                                    • Amazon

                                                                                        • What we think
                                                                                          • Prime: the glue keeping the consumer facing business units together
                                                                                            • Consumer electronics: half of UK households have an Amazon device
                                                                                              • Retail: Will Marketplace become a problem child?
                                                                                                • Company background
                                                                                                  • Company performance
                                                                                                    • Figure 34: Amazon: sales by activity, 2019
                                                                                                  • Mintel estimates
                                                                                                    • Figure 35: Amazon.com Group: Group financial performance, 2015-19
                                                                                                    • Figure 36: Amazon International: estimated retail sales performance, 2015-19
                                                                                                  • Sales of electrical goods
                                                                                                    • Figure 37: Amazon Europe: estimated sale of electrical products, 2019
                                                                                                  • Retail offering
                                                                                                    • Product mix
                                                                                                      • Figure 38: Amazon UK: estimated sales by product, 2018
                                                                                                    • Marketing
                                                                                                    • Ceconomy (MediaMarkt/Saturn)

                                                                                                        • What we think
                                                                                                          • Sharpening the focus of the business
                                                                                                            • Role of stores is changing
                                                                                                              • Online wobbles towards the end of 2018/19
                                                                                                                • Where now?
                                                                                                                  • Company background
                                                                                                                    • Company performance
                                                                                                                      • Figure 39: MediaMarkt/Saturn: Group financial performance, 2014/15-2018/19
                                                                                                                      • Figure 40: MediaMarkt/Saturn: Outlet data, 2014/15-2018/19
                                                                                                                    • Retail offering
                                                                                                                    • The European Buying Groups

                                                                                                                        • What we think
                                                                                                                          • Growth at group level
                                                                                                                            • Store numbers falling
                                                                                                                              • Online is difficult for voluntary groups
                                                                                                                                • Can customer service offset higher prices ?
                                                                                                                                  • Looking ahead…
                                                                                                                                    • Sales
                                                                                                                                      • Figure 41: Euronics and Expert: Selected countries, sales performance, 2014-18
                                                                                                                                    • Stores
                                                                                                                                      • Figure 42: Euronics and Expert: Selected countries, store numbers, 2014-18
                                                                                                                                      • Figure 43: Euronics and Expert: countries of operation with local websites, 2020

                                                                                                                                  This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                                                                                  • Market

                                                                                                                                    Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                                                                                  • Consumer

                                                                                                                                    Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                                                                                  • Brand/Company

                                                                                                                                    Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                                                                                  • Data

                                                                                                                                    Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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