2022
0
Italy DIY Retailing Market Report 2022
2022-07-12T04:07:28+01:00
OX1103519
1095
152872
[{"name":"DIY","url":"https:\/\/store.mintel.com\/industries\/household-home\/diy"},{"name":"Retail","url":"https:\/\/store.mintel.com\/industries\/retail"}]
Report
en_GB
“With a gradual trend of decline in the proportion of Italians shopping at DIY retailers, store operators are increasingly having to look for new sources of revenue, which is resulting…

Italy DIY Retailing Market Report 2022

£ 1,095 (Excl.Tax)

Report Summary

“With a gradual trend of decline in the proportion of Italians shopping at DIY retailers, store operators are increasingly having to look for new sources of revenue, which is resulting in a high level of innovation and experimentation in the market. While in the short-term the cost of living crisis is going to drive demand for consumers to do home improvement tasks themselves, in the longer term we feel there are further opportunities to be had in the ‘do it for me’ segment, ranging from smaller tasks right up to larger refurbishment projects that would normally be taken on by small builders.”
– Michael Oliver – Senior Retail Analyst, May 2022

This Report looks at the following areas:

  • The impact of COVID-19 on the DIY retailing sector and how it is recovering from this
  • The impact of rising living costs on Italian consumers and how this is affecting the DIY retailing sector
  • The winners and losers in the DIY retailing sector as we emerge into the post-COVID recovery phase
  • How people shop for DIY/home improvement products and which channels and retailers they use
  • Interest in DIY product/service innovations

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Market context
          • Areas covered in this report
            • Products covered in this Report
                • Figure 1: Coicop classifications used for the Mintel market size
            • Executive Summary

                • The five-year outlook for Sports Goods Retailing
                  • Figure 2: Italy: DIY Retailing outlook, 2022-27
                • The market
                  • Market size and forecast
                    • Figure 3: Italy: Consumer spending on DIY products (including VAT), 2017-21
                  • Retail sector size and forecast
                    • Figure 4: Italy: DIY specialist retailers’ sales (excluding VAT), 2017-23
                  • Market drivers
                    • The consumer
                      • Purchasing of DIY/home improvement products
                        • Figure 5: Italy: percentage purchasing DIY/home improvement products in the last 12 months, 2019-22
                      • Channels used to purchase DIY/home improvement products
                        • Figure 6: Italy: purchasing of DIY/home improvement products in the last 12 months, by channel, 2022
                      • Where DIY/home improvement products are purchased
                        • Figure 7: Italy: where DIY/home improvement products have been purchased in the last 12 months, by retailer, 2022
                      • The impact of COVID-19 on DIY/home improvement behaviours and spending
                          • Figure 8: Italy: agreement with statements about COVID-19/coronavirus outbreak and purchasing items for DIY/home improvements, 2022
                        • Interest in DIY/home improvement innovations/enhancements
                          • Figure 9: Italy: interest in DIY/home improvement innovations/enhancements, 2022
                        • Companies and brands
                          • Figure 10: Italy: Leading DIY specialists, shares of total DIY specialists’ sales, 2021
                      • Issues & Insights

                        • How should DIY retailers be responding to the growing cost of living crisis?
                          • Italian household finances are under pressure
                            • Offer more flexible payment options
                              • Be transparent with customers about price increases
                                • Enable consumers to still do popular DIY tasks on a budget
                                  • Use flash deals to create a sense of urgency
                                    • Don’t forget Italians who are not impacted by the cost of living crisis
                                      • Where are the opportunities for DIY retailers to increase their revenues?
                                        • Take advantage of growing confidence of Italians to do it for themselves
                                          • More ‘do it for me’ – particularly after the cost of living crisis has died down.
                                            • Segmenting the in-store proposition
                                              • Segmenting the delivery proposition
                                                • Customise and personalise
                                                  • Reach out to consumers with a sustainable business model
                                                  • Market Size and Performance

                                                      • Figure 11: Italy: DIY products – The Mintel market size (including. VAT), 2017-21
                                                      • Figure 12: Italy: Mintel DIY market size: estimated breakdown by product category, 2021
                                                    • Segmentation
                                                    • Retail Sector Size and Performance

                                                        • Figure 13: Italy: DIY specialists, sales (excluding VAT), 2017-23
                                                      • Channels to market
                                                      • Market Drivers

                                                        • The economy
                                                          • Ukraine conflict will affect the Italian economy
                                                            • Inflation
                                                              • Figure 14: Italy: consumer price inflation*, annual % change, 2017-21
                                                              • Figure 15: Italy: consumer price inflation* for sports equipment, annual % change, 2021-22
                                                              • Figure 16: Italy: issues affecting consumers over the last two months, 2021 and 2022
                                                            • Consumer confidence slips back once again
                                                              • Figure 17: Italy: trends in levels of consumer confidence*, 2021-22
                                                            • The ongoing influence of COVID
                                                              • Figure 18: Italy: Changes in spending habits since the start of the outbreak, 2021-22
                                                            • Technology ownership and usage
                                                              • Figure 19: Italy: activities done on household computers and smartphones in last three months*, 2021
                                                            • Trends in home ownership
                                                              • Figure 20: Italy: comparison of home ownership levels with other major European countries, 2020
                                                              • Figure 21: Italy: tenure types: owners vs tenants, % of households, 2010-20
                                                            • Consumer spending plans
                                                              • Figure 22: Italy: consumers’ planned spending on housing and home in the next 12 months, Q1 2019-Q2 2021*
                                                          • The Consumer

                                                            • Purchasing of DIY/home improvement products
                                                              • Figure 23: Italy: purchasing of DIY/home improvement products in the last 12 months, 2019-22
                                                            • DIY/home improvement buyer demographics
                                                              • Channels used to purchase DIY/home improvement products
                                                                  • Figure 24: Italy: purchasing of DIY/home improvement products in the last 12 months, by channel, 2022
                                                                  • Figure 25: Italy: breakdown of DIY/home improvement shoppers by exclusive groups, 2022
                                                                • Where DIY/home improvement products are purchased
                                                                    • Figure 26: Italy: where DIY/home improvement products have been purchased in the last 12 months, by retailer, 2022
                                                                  • Retailer demographics
                                                                    • Three-year purchasing trends
                                                                        • Figure 27: Italy: purchasing of DIY/home improvement products in-store/online in the last 12 months, by retailer, 2020-22
                                                                        • Figure 28: Italy: purchasing of DIY/home improvement products in-store in the last 12 months, by retailer, 2020-22
                                                                        • Figure 29: Italy: purchasing of DIY/home improvement products online in the last 12 months, by retailer, 2020-22
                                                                      • The impact of COVID-19 on DIY/home improvement behaviours and spending
                                                                        • Growing confidence among Italian DIY/home improvement shoppers
                                                                          • More than half are looking for ways to improve their home
                                                                            • Over half are prioritising spending on their home
                                                                              • Figure 30: Italy: agreement with statements about COVID-19/coronavirus outbreak and purchasing items for DIY/home improvements, 2022
                                                                            • Brico io and Bricofer customers are particularly positive about DIY
                                                                                • Figure 31: Italy: agreement with statements about COVID-19/coronavirus outbreak and purchasing items for DIY/home improvements, by selected specialist retailers shopped at in last 12 months, 2022
                                                                              • Interest in DIY/home improvement innovations/enhancements
                                                                                • Italians are keen on products aimed at DIY beginners
                                                                                  • Options for those who still want it done for them
                                                                                    • I want it and I want it now
                                                                                      • Scope for providing more sophisticated video advice?
                                                                                        • Second-hand tools play to rising awareness of need for sustainability
                                                                                          • Buy now, pay later to play increasingly important role in DIY purchases?
                                                                                            • Planning and assistance packages could bring retailers more ‘do it for me’ revenues
                                                                                                • Figure 32: Italy: interest in DIY/home improvement innovations/enhancements, 2022
                                                                                              • Less affluent Bricofer shoppers welcome ranges for beginners
                                                                                                • Brico io shoppers show interest in buy now, pay later facilities
                                                                                                  • Figure 33: Italy: interest in DIY/home improvement innovations/enhancements, by selected specialist retailers shopped at in last 12 months, 2022
                                                                                              • Companies and Brands

                                                                                                • ADEO is the dominant player
                                                                                                  • Leroy Merlin broadens its horizons
                                                                                                    • Bricocenter moves online, with a twist
                                                                                                      • Bricoman rebrands to Tecnomat and gears up for dramatic expansion
                                                                                                        • OBI starts to invest in Italy again
                                                                                                          • Bricofer Group hit by estate downsize and COVID impact
                                                                                                            • Brico io bucks the trend
                                                                                                              • Brico OK grows rapidly despite lack of e-commerce
                                                                                                                • ManoMano continues expansion of services
                                                                                                                  • Other players
                                                                                                                    • Figure 34: Italy: leading specialist DIY retailers: sales, 2017-21
                                                                                                                    • Figure 35: Italy: leading specialist DIY retailers: outlet numbers, 2017-21
                                                                                                                  • Market shares
                                                                                                                    • Figure 36: Italy: leading specialist DIY retailers: shares of all DIY specialists’ sales, 2017-21
                                                                                                                • Online

                                                                                                                  • Online retailing in Italy
                                                                                                                    • Shopping online for DIY/home improvement products
                                                                                                                      • Online sales of DIY/home improvement products
                                                                                                                        • Leading online players
                                                                                                                          • Figure 37: Italy: search interest on Google, selected DIY retailers, last 12 months, 2021-22
                                                                                                                      • Appendix: Data Sources, Consumer Research Methodology and Abbreviations

                                                                                                                        • Abbreviations
                                                                                                                          • Consumer research methodology
                                                                                                                            • Data sources
                                                                                                                              • INSTITUTO CENTRALE DI STATISTICA (ISTAT) – Rome
                                                                                                                                • EUROSTAT – Luxembourg

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