Summary
With a share of 7.2% of the overall Italian retail market, home and garden products is estimated to reach EUR24 billion by 2019, registering a CAGR of 0.15% over 2014-2019. Depressing economic conditions, reduced consumer confidence levels, and declining household consumption are considered to be the major hurdles for the sector. Per capita spending is also expected to exhibit sluggish growth over the forecast period, as consumers are becoming more cautious and limiting their spending to essentials.
Key Findings
- Italy's home and garden market accounted for 7.2% of the overall retail sales in 2014.
- The tax deductions on buildings renovations by the government will have a positive impact on home and garden product retailing
- Demand for ecofriendly and organic products over the forecast period in the gardening sector will contribute positively to growth
- Home improvement is the largest segment and contributed 62.4% towards the home and garden products category group in 2014
Synopsis
“Home and Garden Products Retailing in Italy - Market Summary and Forecasts” is a detailed sector report providing a comprehensive analysis of the emerging trends, forecasts and opportunities to 2019.
What else does this report offer?
- A thorough analysis of consumer trends changing economic and population factors
- Both qualitative and quantitative insights and analysis of the shifting home and garden products retail dynamics for gardening and outdoor living, home improvement, and homewares from 2009 to 2019
- Sales of home and garden products through the following channels from 2009 to 2019: Home improvement and gardening supplies retailers; hypermarkets, supermarkets and hard-discounters; home furniture and homewares retailers; department stores; value, variety stores and general merchandise retailers; online; other specialist retailers; cash and carries and warehouse clubs; electrical and electronics specialists; other general and non-specialist direct retailers; convenience stores (including Independents) and gas stations
- An overview of key home and garden products retailers operating across Italy and their presence across distribution channels
Reasons To Buy
- Gain a comprehensive knowledge on home and garden products sector in the Italian retail market and develop a competitive advantage from the start of your supply chain
- Investigate current and forecast behaviour trends in home and garden products category to identify the best opportunities to exploit
- Analyze the recommended actions to align your marketing strategies with the crucial trends influencing the consumer behavior
- Understand the fastest growing categories including gardening and outdoor living; home improvement and homewares, with insights on performance across key channels from 2009, with forecasts until 2019
- Explore novel opportunities that will allow you to align your product offerings and strategies to meet demand by analyzing the vital economic and population trends, key consumer and Technology trends influencing the home and garden products market
- Analysis of key international and domestic players operating in the home and garden products market - including store counts and revenues that give you a competitive edge - identify opportunities to improve your market share
Table Of Contents
1 Introduction
1.1 What is this Report About?
2 Executive Summary and Outlook
3 Market Context
3.1 An economy with a rising unemployment and growing debt levels
3.1.1 Italian economy shows signs of modest recovery after two years of recession
3.1.2 Households rebuild their savings influenced by gloomy economic conditions
3.1.3 Services sector remains the dominant sector for employment
3.1.4 Threat of deflation is a concern for the Italian economy
3.1.5 Ongoing fiscal austerity and rising unemployment impacts the household consumption
3.2 Italy's population growth rate declines due to economic downturn
4 Italian Shoppers
4.1 Retail sales plummet against a backdrop of low consumer confidence
4.2 Shopping tourist contribute in a major way towards retail sales in the country
4.3 Growing internet and social media usage affect consumer's purchasing behaviour
4.4 An increasing aging population deters retail sales growth across specific categories
5 Doing Business in Italy
5.1 Summary
5.1.1 Bureaucracy
5.1.2 Business culture
5.1.3 Geography
5.1.4 Infrastructure and logistics
5.2 Jobs Act set to bring in labour market reform
5.3 Stability Law 2015 may have negative impact on retailers
5.4 Taxation in Italy
5.4.1 Corporate income tax
5.4.2 Withholding tax
5.4.3 Indirect tax
5.4.4 Value added tax (VAT)
6 Retail - Product Sectors
6.1 Product Sector Analysis
6.1.1 Home and Garden Products
6.2 Home and Garden Products Category Overview
6.2.1 Home and Garden Products by Channel
6.3 Home and Garden Products Category Analysis
6.3.1 Gardening and Outdoor Living
6.3.2 Home Improvement
6.3.3 Homewares
6.4 Major Retailers
6.4.1 Home and Garden Products
7 Appendix
7.1 Definitions
7.2 Summary Methodology
7.2.1 Overview
7.2.2 The triangulated market sizing method
7.2.3 Industry surveys in the creation of retail market data
7.2.4 Quality control and standardized processes
7.3 About Conlumino
7.4 Disclaimer
List Of Tables
Table 1: Italy Home and Garden Products Retail Sales (EUR mn), by Channel Group, 2009-2014
Table 2: Italy Home and Garden Products Retail Sales Forecast (EUR mn), by Channel Group, 2014-2019
Table 3: Italy Home and Garden Products Retail Sales (US$ mn), by Channel Group, 2009-2014
Table 4: Italy Home and Garden Products Retail Sales Forecast (US$ mn), by Channel Group, 2014-2019
Table 5: Italy Home and Garden Products Retail Segmentation (% value), by Channel Group, 2009-2019
Table 6: Italy Home and Garden Products Retail Sales (EUR mn), by Category, 2009-2014
Table 7: Italy Home and Garden Products Retail Sales Forecast (EUR mn), by Category 2014-2019
Table 8: Italy Home and Garden Products Retail Sales (US$ mn), by Category, 2009-2014
Table 9: Italy Home and Garden Products Retail Sales Forecast (US$ mn), by Channel Group, 2014-2019
Table 10: Italy Home and Garden Products Retail Segmentation (% value), by Category, 2009-2019
Table 11: Italy Gardening and Outdoor Living Retail Sales (EUR mn), by Channel Group, 2009-2014
Table 12: Italy Gardening and Outdoor Living Retail Sales Forecast (EUR mn), by Channel Group, 2014-2019
Table 13: Italy Gardening and Outdoor Living Retail Sales (US$ mn), by Channel Group, 2009-2014
Table 14: Italy Gardening and Outdoor Living Retail Sales Forecast (US$ mn), by Channel Group, 2014-2019
Table 15: Italy Gardening and Outdoor Living Retail Segmentation, by Channel Group, 2009-2019
Table 16: Italy Home Improvement Retail Sales (EUR mn), by Channel Group, 2009-2014
Table 17: Italy Home Improvement Retail Sales Forecast (EUR mn), by Channel Group, 2014-2019
Table 18: Italy Home Improvement Retail Sales (US$ mn), by Channel Group, 2009-2014
Table 19: Italy Home Improvement Retail Sales Forecast (US$ mn), by Channel Group, 2014-2019
Table 20: Italy Home Improvement Retail Segmentation, by Channel Group, 2009-2019
Table 21: Italy Homewares Retail Sales (EUR mn), by Channel Group, 2009-2014
Table 22: Italy Homewares Retail Sales Forecast (EUR mn), by Channel Group, 2014-2019
Table 23: Italy Homewares Retail Sales (US$ mn), by Channel Group, 2009-2014
Table 24: Italy Homewares Retail Sales Forecast (US$ mn), by Channel Group, 2014-2019
Table 25: Italy Homewares Retail Segmentation, by Channel Group, 2009-2019
Table 26: Key Home and Garden Retailers in Italy
Table 27: Italy Exchange Rate EUR-US$ (Annual Average), 2009-2014
Table 28: Italy Exchange Rate EUR-US$ (Annual Average), 2015-2019
Table 29: Conlumino Retail Channel Definitions
Table 30: Conlumino Retail Category Definitions
List Of Figures
Figure 1: GDP Value (US$ billion), 2008-2014
Figure 2: Growth Rate of GDP (US$ billion, %), 2008-2014
Figure 3: GDP Value and Growth (EUR billion, %), 2008-2014
Figure 4: Forecasts for GDP Value and Growth (EUR billion, %),2014-2019
Figure 5: Gross Domestic Savings Rate (% of GDP), 2004-2014
Figure 6: Share of Employment by Sector (%), 2004 and 2014E
Figure 7: Unemployment Rate(%), 2004-2014
Figure 8: Inflation Growth Rates (%), 2004-2014
Figure 9: Household Consumption Expenditure of Italy (EUR billion), 2004 and 2014
Figure 10: Household Consumption Expenditure of Major Countries (US$ billion), 2014
Figure 11: Growth of Household Consumption Expenditure (US$, %), 2004-2014
Figure 12: Rural and Urban Populations (millions) 2004, 2014, and 2019
Figure 13: Total Population and Growth Rate (Millions, %), 2004-2019
Figure 14: Population Split by Gender (%), 2014 and 2019
Figure 15: Population Split by Age Group (%), 2014 and 2019
Figure 16: Per Capita Spend on Retail (EUR), 2006 and 2014
Figure 17: Per Capita Spend (EUR) and Total Retail Spend by Age Group (%), 2006 and 2014
Figure 18: Consumer Confidence Index from 2011-2014
Figure 19: Tourist arrivals to Italy, (in thousands),2009 and 2014
Figure 20: Social Network users and Penetration, Jan-2015
Figure 21: Rise in aging population and median age to affect overall consumer spending
Figure 22: Key Components of Doing Business in Italy
Figure 23: Share of Home and Garden Products in Total Retail Sales, 2014 and 2019
Figure 24: Retail Sales Value and Growth (EUR billion, %) of Home and Garden Products 2014-2019
Figure 25: Spend per Head on Home and Garden Products, 2014 and 2019
Figure 26: Online Spend and Growth (EUR billion, %) in Home and Garden Products, 2014-2019
Figure 27: Online Share of total Home and Garden Products Spend, 2014 and 2019
Figure 28: Spending per Channel in Home and Garden Products (%), 2014 and 2019
Figure 29: Italy Home and Garden Products Retail Sales and Forecast (EUR mn), by Channel Group, 2009-2019
Figure 30: Italy Home and Garden Products Retail Market Dynamics, by Channel Group, 2009-2019
Figure 31: Italy Home and Garden Products Retail Sales and Forecast, by Channel Group, 2009-2019
Figure 32: Italy Home and Garden Products Retail Market Dynamics, by Category 2009-2019
Figure 33: Italy Gardening and Outdoor Living Retail Sales and Forecast (EUR mn), by Channel Group, 2009-2019
Figure 34: Italy Home Improvement Retail Sales and Forecast (EUR mn), by Channel Group, 2009-2019
Figure 35: Italy Homewares Retail Sales and Forecast (EUR mn), by Channel Group, 2009-2019
Figure 36: The Triangulated Market Sizing Methodology
