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Electrical Goods Retailing - Italy Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Electrical Goods Retailing - Italy 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? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This report covers the electrical goods market in Italy, with a focus on electrical specialists, including high street and out-of-town operators. The report does not cover non-specialists, such as department stores and hypermarkets, in detail although these are looked at briefly in the Channels of Distribution section and also in our consumer research. Online specialists, including Amazon, are also included. We think that almost half of Amazon’s sales are in electricals and it is so important a player in all the major European economies that to exclude it, simply because it is classified elsewhere by the national statistics offices, would be very misleading. Amazon (UK) is the subject of Mintel report Amazon: A Shopper’s Perspective – UK, January 2019.

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 our consumer research this year we asked questions on the following topics:

  • Which electrical/electronic products had been purchased over the last year
  • How consumers are shopping for electrical/electronic products, in-store and online
  • Which retailers had been used when shopping for electrical/electronic products
  • Agreement with a selection of attitude and behavioural statements relating to electrical/electronic products

Expert analysis from a specialist in the field

Written by Michael Oliver, 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.

Our consumer research shows opportunities for retailers to make their stores more customer-friendly and experiential, becoming somewhere where they are advised on and introduced to the technology they want. Michael Oliver
Senior Retail Analyst

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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
              • Figure 1: Italy: Consumer spending on electrical items (incl. VAT), 2014-18
            • Sector size and forecast
              • Figure 2: Italy: Household goods specialists’ sales, excl VAT, 2014-18
            • Channels of distribution
              • Figure 3: Italy: estimated distribution of spending on electrical/electronic goods by channel, 2018
            • Companies and brands
              • Key metrics
                • Market shares
                  • Figure 4: Italy: Leading electrical retailers’ shares of spending on electricals, 2018
                • Online
                  • The consumer
                    • What they buy
                      • Figure 5: Italy: electrical products purchased in the last 12 months, January 2019
                    • How they shop
                      • Figure 6: Italy: how they shop for electricals, in-store and online, January 2019
                    • Where they shop
                      • Figure 7: Italy: where they shop for electricals, January 2019
                    • Attitudes to shopping for electricals
                      • Figure 8: Italy: attitudes to shopping for electrical/electronic goods, January 2019
                    • What we think
                    • Issues and Insights

                      • What are the opportunities for store-based retailers?
                        • The facts
                          • The implications
                            • Is online retailing of electricals finally taking off in Italy?
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • Electrical spending growth outstrips the market
                                    • Specialist retailers likely to have lost share
                                      • Prices of most electrical goods are falling
                                        • Specialists still account for the majority of spending on electricals
                                        • Consumer Spending

                                          • Economy weakening
                                            • Electrical spending growth outstrips the market
                                              • Figure 9: Italy: Consumer spending on electrical items (incl. VAT), 2014-18
                                          • Sector Size and Forecast

                                            • Specialist retailers likely to have lost share
                                              • Figure 10: Italy: Household goods specialists, sales, excl VAT, 2014-18
                                              • Figure 11: Italy: Household goods specialists, forecast sales, excl VAT, 2019-23
                                          • Inflation

                                            • Prices of most electrical goods are falling
                                              • Figure 12: Italy: Consumer prices, Annual % change, 2014-18
                                              • Figure 13: Italy: Consumer price inflation on electrical items, annual % change, July 2017-December 2018
                                          • Channels of Distribution

                                            • Specialists claim the majority of spending on electricals
                                              • Figure 14: Italy: estimated distribution of spending on electrical/electronic goods by channel, 2018
                                          • Companies and Brands – What You Need to Know

                                            • Expert/Unieuro is market leader
                                              • Unieuro on strong growth trajectory
                                                • Media World struggles to keep pace
                                                  • Amazon growth outstrips Unieuro
                                                    • Unieuro overtakes Media World to become biggest chain
                                                      • Electricals one of the most well-developed sectors of online retailing
                                                      • Leading Players

                                                        • Expert/Unieuro is market leader
                                                          • Unieuro on strong growth trajectory
                                                            • Media World struggles to keep pace
                                                              • Euronics, Trony and Comet
                                                                • Amazon growth outstrips Unieuro
                                                                  • Figure 15: Italy: Leading electrical retailers, sales, 2014-18
                                                                  • Figure 16: Italy: Leading electrical retailers, outlet numbers, 2014-18
                                                                  • Figure 17: Italy: Leading electrical retailers, sales per outlet, 2014-18
                                                              • Market Shares

                                                                • Unieuro overtakes Media World to become biggest chain
                                                                  • Figure 18: Italy: Leading electrical retailers’ shares of spending on electricals, 2015-18
                                                              • Online

                                                                • Technology ownership
                                                                  • Figure 19: Italy: personal ownership of smartphones by gender and age, Q4 2018
                                                                  • Figure 20: Italy: Household technology ownership, Q4 2018
                                                                • Online activity
                                                                  • Figure 21: Italy: online purchasing in the past 12 months compared to other major European economies, 2014-18
                                                                • Shopping online
                                                                  • Figure 22: Italy: Proportion of people buying electrical items online in the last 12 months, 2009-18
                                                                • Online sales
                                                                  • Leading online players
                                                                      • Figure 23: Italy: Estimated sales of electricals online by leading retailers, 2015-18
                                                                  • The Consumer – What You Need to Know

                                                                    • Mobile phones most popular purchase
                                                                      • Trend towards online slowing?
                                                                        • Amazon is the most popular place to buy electricals
                                                                          • Consumers no longer expect to pay full price and Amazon is their online default
                                                                          • What They Buy

                                                                            • Mobile phones most popular purchase
                                                                              • Figure 24: Italy: electrical products purchased in the last 12 months, January 2019
                                                                              • Figure 25: Italy: electrical products purchased in the last 12 months, by gender, January 2019
                                                                              • Figure 26: Italy: electrical products purchased in the last 12 months, by age, January 2019
                                                                          • How They Shop – Online and In-Store

                                                                            • Trend towards online slowing?
                                                                              • Figure 27: Italy: how they shop for electricals, in-store and online, January 2019
                                                                              • Figure 28: Italy: how they shop for electricals, in-store and online, by gender and age, January 2019
                                                                          • Where They Shop

                                                                            • Amazon is the most popular place to buy electricals
                                                                              • Figure 29: Italy: where they shop for electricals, January 2019
                                                                              • Figure 30: Italy: where they shop for electricals, by age, January 2019
                                                                            • Channels used by retailers bought from
                                                                              • Figure 31: Italy: where they shop for electricals, by how they shop, January 2019
                                                                              • Figure 32: Italy: where they shop for electricals (leading specialists only), by how they shop, January 2019
                                                                          • Attitudes to Shopping for Electricals

                                                                            • Consumers no longer expect to pay full price and Amazon is their online default
                                                                              • Figure 33: Italy: attitudes to shopping for electrical/electronic goods, January 2019
                                                                            • Attitudes to shopping for electrical products by how they shop
                                                                              • Figure 34: Italy: attitudes to shopping for electrical/electronic goods, by how they shop, January 2019
                                                                            • Attitudes by retailers used
                                                                              • Figure 35: Italy: attitudes to shopping for electrical/electronic goods, by where they shop (Specialists), January 2019
                                                                              • Figure 36: Italy: attitudes to buying electrical/electronic goods, by where they shop (online non-Specialists), January 2019
                                                                          • Appendix: Data sources, Abbreviations and Supporting Information

                                                                            • Abbreviations
                                                                              • Data sources
                                                                              • Amazon International

                                                                                  • What we think
                                                                                    • Prime
                                                                                      • Marketplace
                                                                                        • And what does that mean for electricals?
                                                                                          • Where next?
                                                                                            • Company background
                                                                                              • Company performance
                                                                                                • Figure 37: Amazon: Sales by activity, 2018
                                                                                              • Mintel estimates
                                                                                                • GTV vs Consolidated vs Direct sales
                                                                                                  • Recent performance
                                                                                                    • Figure 38: Amazon Group: Group financial performance, 2014-18
                                                                                                    • Figure 39: Amazon International: Estimated retail sales performance, 2015-18
                                                                                                  • Sales of electrical goods
                                                                                                    • Figure 40: Amazon Europe: estimated sales of electrical products, 2018
                                                                                                  • Retail offering
                                                                                                    • Consumer profile
                                                                                                      • Product mix
                                                                                                        • Figure 41: Amazon UK: Estimated sales by product, 2017
                                                                                                      • Marketing
                                                                                                      • Ceconomy

                                                                                                          • What we think
                                                                                                            • Trouble at the top as CEO departs
                                                                                                              • Hits pause button on Fnac Darty tie-up for now
                                                                                                                • Services prove lucrative ground for development
                                                                                                                  • Moving towards frictionless payment in stores
                                                                                                                    • Company background
                                                                                                                      • Company performance
                                                                                                                        • Figure 42: Ceconomy: Group financial performance, 2013/14-2017/18
                                                                                                                        • Figure 43: Ceconomy: Outlet data, 2013/14-2017/18
                                                                                                                      • Retail offering
                                                                                                                      • Euronics International

                                                                                                                          • What we think
                                                                                                                            • Multichannel strategy compromised by group structure
                                                                                                                              • Rethinking the digital sales channel
                                                                                                                                • Reinventing physical points of sale
                                                                                                                                  • Company background
                                                                                                                                    • Company performance
                                                                                                                                      • Figure 44: Euronics International: estimated group financial performance, 2013-17
                                                                                                                                      • Figure 45: Euronics International: estimated outlet data, 2013-17
                                                                                                                                    • Retail offering
                                                                                                                                    • Expert Europe

                                                                                                                                        • What we think
                                                                                                                                          • The problems of operating a voluntary group
                                                                                                                                            • Online weak
                                                                                                                                              • Free recycling of old appliances bolsters green credentials
                                                                                                                                                • Company background
                                                                                                                                                  • Company performance
                                                                                                                                                    • Figure 46: Expert Europe: Estimated group financial performance, 2014-18
                                                                                                                                                    • Figure 47: Expert Europe: Estimated outlet data, 2014-18
                                                                                                                                                  • Retail offering