Home and Garden in Italy

June 2024 | 51 pages | ID: HC9E3E73CF8EN
Euromonitor International Ltd

Abstracts

Home and garden saw slower growth in current value terms in 2023 compared to the previous two years, with this being driven by a combination of factors. Economic uncertainty and inflation played a significant role, leading to an increase in list prices which subsequently discouraged consumers from making non-essential purchases. Gardening experienced a notable decline in 2023, largely due to the erratic weather patterns characterised by periods of drought followed by heavy rains. Beyond these ec...

Euromonitor International's Home and Garden in Italy report offers a comprehensive guide to the size and shape of market demand at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the categories driving growth. It also identifies the leading companies and their brands, and offers strategic analysis of key factors influencing demand - from new product developments, consumer lifestyles, route to market and pricing issues. Forecasts to 2028 illustrate how market demand is expected to evolve in the medium-term

Product coverage: Home Improvement and Gardening, Homewares and Home Furnishings.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Home and Garden market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market’s major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.

Contents

Home and Garden in Italy
Euromonitor International
June 2024

LIST OF CONTENTS AND TABLES

HOME AND GARDEN IN ITALY
EXECUTIVE SUMMARY
Home and garden in 2023: The big picture

2023 KEY TRENDS

Competitive landscape
Retailing developments
What next for home and garden?
MARKET DATA
Table 1 Sales of Home and Garden by Category: Value 2018-2023
Table 2 Sales of Home and Garden by Category: % Value Growth 2018-2023
Table 3 NBO Company Shares of Home and Garden: % Value 2019-2023
Table 4 LBN Brand Shares of Home and Garden: % Value 2020-2023
Table 5 Penetration of Private Label in Home and Garden by Category: % Value 2018-2023
Table 6 Distribution of Home and Garden by Format: % Value 2018-2023
Table 7 Distribution of Home and Garden by Format and Category: % Value 2023
Table 8 Forecast Sales of Home and Garden by Category: Value 2023-2028
Table 9 Forecast Sales of Home and Garden by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
GARDENING IN ITALY
KEY DATA FINDINGS

2023 DEVELOPMENTS

Erratic weather leads to sharp decline in gardening in Italy
Sales of watering products benefit from focus on improving water management
Flowering indoor plants seen as the perfect gifting option
PROSPECTS AND OPPORTUNITIES
Gardena looking to retain its lead with the launch of innovative battery-powered gardening tools
E-commerce to gain momentum but home improvement and gardening stores will retain their appeal
Efforts to promote sustainable behaviours should positively influence home gardening
CATEGORY DATA
Table 10 Sales of Gardening by Category: Value 2018-2023
Table 11 Sales of Gardening by Category: % Value Growth 2018-2023
Table 12 NBO Company Shares of Gardening: % Value 2019-2023
Table 13 LBN Brand Shares of Gardening: % Value 2020-2023
Table 14 Distribution of Gardening by Format: % Value 2018-2023
Table 15 Forecast Sales of Gardening by Category: Value 2023-2028
Table 16 Forecast Sales of Gardening by Category: % Value Growth 2023-2028
HOME FURNISHINGS IN ITALY
KEY DATA FINDINGS

2023 DEVELOPMENTS

Barbecues benefits from the Italian passion for grilling
Consumers look for eco-friendly and organic offerings in mattresses but comfort remains key
Home furnishings in Italy seen as a stable area to invest
PROSPECTS AND OPPORTUNITIES
Curtains and blinds set to benefit owing to company innovations
Sustainability to take precedence within home textiles in Italy
Store-based retailers will need to focus on improving the customer experience to encourage footfall
CATEGORY DATA
Table 17 Sales of Home Furnishings by Category: Value 2018-2023
Table 18 Sales of Home Furnishings by Category: % Value Growth 2018-2023
Table 19 NBO Company Shares of Home Furnishings: % Value 2019-2023
Table 20 LBN Brand Shares of Home Furnishings: % Value 2020-2023
Table 21 LBN Brand Shares of Light Sources: % Value 2020-2023
Table 22 Distribution of Home Furnishings by Format: % Value 2018-2023
Table 23 Forecast Sales of Home Furnishings by Category: Value 2023-2028
Table 24 Forecast Sales of Home Furnishings by Category: % Value Growth 2023-2028
HOME IMPROVEMENT IN ITALY
KEY DATA FINDINGS

2023 DEVELOPMENTS

Italy’s ‘Superbonus’ scheme continues to benefit home improvement but challenging economy limits growth
Home paint benefits from being an affordable and accessible way to make home improvements
DIY trend drives sales of hand tools in Italy
PROSPECTS AND OPPORTUNITIES
Sales of home improvement set to decline as government rebates drop
E-commerce set to thrive as consumers become more accustomed to the benefits of online shopping
Home improvement market set to evolve as Italians adopt new lifestyles and preferences
CATEGORY DATA
Table 25 Sales of Home Improvement by Category: Value 2018-2023
Table 26 Sales of Home Improvement by Category: % Value Growth 2018-2023
Table 27 NBO Company Shares of Home Improvement: % Value 2019-2023
Table 28 LBN Brand Shares of Home Improvement: % Value 2020-2023
Table 29 Distribution of Home Improvement by Format: % Value 2018-2023
Table 30 Forecast Sales of Home Improvement by Category: Value 2023-2028
Table 31 Forecast Sales of Home Improvement by Category: % Value Growth 2023-2028
HOMEWARES IN ITALY
KEY DATA FINDINGS

2023 DEVELOPMENTS

Homewares enjoys steady growth in 2023 backed by the home entertaining trend
Beverageware benefits from regular alcohol consumption in Italy
Cookware and kitchen utensils benefit from well-established culinary traditions in Italy
PROSPECTS AND OPPORTUNITIES
Homewares set to decline owing to market saturation and Italy’s shrinking population
Consumers and brands set to prioritise environmental responsibility over the forecast period
Durability an important factor in homewares while a growing sense of nostalgia could inform new product development
CATEGORY DATA
Table 32 Sales of Homewares by Category: Value 2018-2023
Table 33 Sales of Homewares by Category: % Value Growth 2018-2023
Table 34 Sales of Homewares by Material: % Value 2018-2023
Table 35 NBO Company Shares of Homewares: % Value 2019-2023
Table 36 LBN Brand Shares of Homewares: % Value 2020-2023
Table 37 Distribution of Homewares by Format: % Value 2018-2023
Table 38 Forecast Sales of Homewares by Category: Value 2023-2028
Table 39 Forecast Sales of Homewares by Category: % Value Growth 2023-2028