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Italy DIY Retailing Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the DIY Retailing market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Areas 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 covered 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
  • Important factors when deciding where to shop for home maintenance/improvement products
  • Levels of agreement with a variety of attitudinal statements relating to DIY

Expert analysis from a specialist in the field

Written by Steven Mayles, a leading analyst in the Retail sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Italy’s DIY specialist retailers saw sales expand for a fourth consecutive year in 2017,albeit with very low growth, buoyed by a brief improvement in the housing market. However, house prices have since begun slipping back and the market remains depressed. The number of consumers planning to spend on home improvements has now plateaued after rising in the second half of 2017, suggesting they are cautious about undertaking major home improvement projects, which is expected to soften demand for DIY in 2018 and impact negatively on sector retail sales growth. Steven Mayles
Retail Analyst

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Table of contents

  1. Overview

    • Areas covered in this Report
    • Executive Summary

        • The market
          • Consumer spending
            • Figure 1: Italy: DIY products – the Mintel market size (incl. VAT), 2013-18
          • Market drivers
            • Figure 2: Italy: annual rate of growth in house prices, 2011-17
            • Figure 3: Italy: consumers’ planned spending on housing and home, Q4 2014- Q1 2018
          • Sector size and forecast
            • Figure 4: Italy: specialist DIY retailers, sales, 2012-18
          • Companies and brands
            • Leading players
              • Market shares
                • Figure 5: Italy: leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2017
              • Online
                • The consumer
                  • Where they shop for DIY
                    • Figure 6: Italy: retailers used to buy DIY goods in the past 12 months, whether in-store or online, March 2018
                  • Factors influencing where they shop for DIY
                    • Figure 7: Italy: factors influencing where they shop for DIY*, March 2018
                  • Attitudes to DIY
                    • Figure 8: Italy: attitudes to DIY, March 2018
                  • What we think
                  • Issues and Insights

                    • Tackling the DIY skills gap
                      • The facts
                        • The implications
                          • M-commerce opportunity
                            • The facts
                              • The implications
                              • The Market – What You Need To Know

                                • Highest GDP growth since 2010
                                  • DIY spend continuing upward trend
                                    • House prices slump
                                      • DIY specialists’ sales growth is slow and unspectacular
                                        • DIY specialists dominate
                                        • Consumer Spending

                                          • Economic growth accelerated in 2017
                                            • Mintel DIY market size
                                                • Figure 9: Italy: DIY products – the Mintel market size (including VAT), 2013-18
                                                • Figure 10: Italy: Mintel DIY market size, breakdown by product category, 2017
                                              • DIY-related spending categories
                                                  • Figure 11: Italy: consumer spending in detail (incl. VAT), 2013-17
                                              • Market Drivers

                                                • House price slump
                                                  • Figure 12: Italy: house prices, quarterly rate of growth, 2015 Q2 – 2017 Q3
                                                • A nation of homeowners
                                                  • Figure 4: Italy: tenure types, owners vs tenants, 2008-16
                                                • Fewer homeowners with kids
                                                  • Figure 13: Italy: home ownership levels by type of household, 2008-16
                                                • Consumer confidence
                                                  • Figure 14: Italy: consumer confidence, January 2008-March 2018
                                                • Consumer spending plans
                                                  • Figure 15: Italy: consumers’ planned spending on housing and home, Q4 2014- Q1 2018
                                              • Sector Size and Forecast

                                                • Specialists’ sales growth unspectacular
                                                  • Figure 16: Italy: DIY specialists’ sales (excl. VAT), 2012-17
                                                  • Figure 17: Italy: DIY specialists’ sales, forecasts, excl. VAT, 2018-22
                                              • Inflation

                                                  • Figure 18: Italy: consumer prices of DIY-related categories, annual % change, 2013-17
                                                  • Figure 19: Italy: consumer prices of DIY-related categories, annual % change, January 2017-February 2018
                                              • Channels of Distribution

                                                  • DIY/hardware specialists dominate
                                                    • Online positioned to grab a bigger share of DIY spend
                                                      • Competition from garden centres
                                                        • Grocers and other stores
                                                          • Figure 20: Italy: estimated channels of distribution for DIY spending, 2017
                                                      • Companies and Brands – What You Need To Know

                                                        • ADEO consolidates its position as the leading specialist
                                                          • Bricofer, the most expansive
                                                            • Leading specialists’ share of total sector sales up in 2017
                                                              • Online gaining traction in DIY
                                                              • Leading Players

                                                                • Leroy Merlin expanding new showroom concept
                                                                  • Bricofer acquires domestic rival
                                                                    • Brico IO restyling store network with new space dedicated to furnishings
                                                                      • Figure 21: Italy: leading specialist DIY retailers, sales, 2013-17
                                                                      • Figure 22: Italy: leading specialist DIY retailers, outlet numbers, 2013-17
                                                                      • Figure 23: Italy: leading specialist DIY retailers, estimated sales per outlet, 2013-17
                                                                  • Market Shares

                                                                      • Leading specialists’ account for less than a third of total sector sales
                                                                        • Figure 24: Italy: leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2013-17
                                                                    • Online

                                                                      • Online activity
                                                                        • Figure 25: Italy: retailers used to buy DIY goods in the past 12 months, online, March 2018
                                                                      • Shopping online
                                                                        • Figure 26: Italy: online purchasing in the last 12 months, 2008-17
                                                                      • Online sales
                                                                        • Leading online players
                                                                            • Figure 27: Italy: leading store-based DIY specialists, online presence, 2018
                                                                        • The Consumer – What You Need To Know

                                                                          • Leroy Merlin is leading specialist and market leader
                                                                            • Non-specialists have a larger share of the online channel
                                                                              • Italians attach equal importance to quality and price
                                                                                • Low prices and quality of product influence specific groups
                                                                                  • Italians open to online planning of DIY projects
                                                                                    • Augmented reality has strong appeal
                                                                                    • Where They Shop For DIY

                                                                                      • Almost nine out of ten Italians bought DIY goods in the past year
                                                                                        • Leroy Merlin is leading specialist and market leader
                                                                                          • Figure 28: Italy: retailers used to buy DIY goods in the past 12 months, whether in-store or online, March 2018
                                                                                        • Non-specialists take a larger share of the online channel
                                                                                          • Figure 29: Italy: retailers used to buy DIY goods in the past 12 months, by in-store or online, March 2018
                                                                                        • Leroy Merlin has the oldest customers
                                                                                          • Figure 30: Italy: profile of DIY buyers by retailer used, March 2018
                                                                                        • Decline in home ownership could impact Leroy Merlin and OBI
                                                                                          • Figure 31: Italy: retailers used to buy DIY goods in the past 12 months, homeowners versus renters, March 2018
                                                                                      • Factors Influencing Where They Shop For DIY

                                                                                        • Italians attach equal importance to quality and price
                                                                                          • Figure 32: Italy: factors influencing where they shop for DIY*, March 2018
                                                                                        • Low prices and quality of product influence specific groups
                                                                                          • Figure 33: Italy: factors influencing where they shop for DIY*, comparison of ‘Quality of the products’ and ‘low prices’, by selected demographic groups, March 2018
                                                                                        • Non-specialists’ appeal is price and quality, specialists’ appeal is more experiential
                                                                                          • Figure 34: Italy: factors influencing where they shop for DIY, by retailers used for DIY shopping in the last 12 months, March 2018
                                                                                      • Attitudes to DIY

                                                                                        • Italians open to online planning of DIY projects
                                                                                          • Augmented reality has strong appeal
                                                                                            • A desire for advice and support
                                                                                              • Figure 35: Italy: attitudes to DIY, March 2018
                                                                                            • Women most likely to be interested in augmented reality
                                                                                              • Figure 36: Italy: attitudes to DIY, by gender, March 2018
                                                                                            • Amazon customers keenest on online planning and augmented reality tools
                                                                                              • Figure 37: Italy: attitudes to DIY, by retailers used for DIY shopping in the last 12 months, March 2018
                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                            • Abbreviations
                                                                                              • Data sources
                                                                                              • ADEO

                                                                                                  • What we think
                                                                                                    • Leroy Merlin outpacing all competitors
                                                                                                      • Figure 38: Leroy Merlin France: customer profile, March 2018
                                                                                                    • Management changes signal change in strategy
                                                                                                      • Aki and Leroy Merlin to merge in Spain and Portugal
                                                                                                        • Enki
                                                                                                          • Company background
                                                                                                            • Company performance
                                                                                                              • Figure 39: ADEO: group sales performance, 2013-17
                                                                                                              • Figure 40: ADEO: outlet data, 2013-17
                                                                                                            • Retail offering
                                                                                                              • Leroy Merlin
                                                                                                                • Other fascia
                                                                                                                • OBI

                                                                                                                    • What we think
                                                                                                                      • New strategy to combat increased competition from online pureplayers
                                                                                                                        • New product categories
                                                                                                                          • Product offering specifically tailored to local market needs
                                                                                                                            • Company background
                                                                                                                              • Company performance
                                                                                                                                • Figure 41: OBI: group sales performance, 2013-17
                                                                                                                                • Figure 42: OBI: outlet data, 2013-17
                                                                                                                              • Retail offering