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DIY and Gardening in Italy
Euromonitor International, Oct 2007, Pages: 83
Our DIY and Gardening in Italy report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2001-2006), allowing you to identify the sectors driving growth. It identifies the leading companies and offers strategic analysis of key factors influencing the market. Forecasts to 2011 illustrate how the market is set to change.
Product coverage: building materials, hardware, electrical supplies, hand tools and accessories, power tools and accessories
paint/home decorating, wall/floor/window coverings, plumbing/heating/cooling, millwork/doors/windows, kitchen and bath products, horticultural goods, garden structures, gardening equipment, garden care
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the diy and gardening industry;
- 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.
We have over 30 years experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai and Vilnius and a network of over 600 analysts worldwide, Euromonitor has a unique capability to develop reliable information resources to help drive informed strategic planning.
Executive summary
Specialist Multinationals Play a Strong Role
The development of distribution channels was one of the most important drivers of the DIY market during the last decade and one of the factors boosting the market as a whole during the period under review. The rapid consolidation of the DIY market among international players such Castorama, Bricocenter and Leroy Merlin, played a role in the strong growth in distribution.
According to key operators in the sector, chained companies received an impressive number of requests from independent traders willing to adopt franchising formats or other associated solutions. This trend clearly demonstrates the growth phenomenon, which is boosted by brand awareness and the competitive offering of large specialised distributors.
Relaxing With Gardening and DIY Activities
Italians like gardening during the weekend as a form of relaxation and as a reason to be outside in the fresh air, particularly during the spring and summer seasons. For retired people with plenty of spare time, gardening becomes a hobby and a pleasant way to exercise. Most Italian gardeners grow plants/shrubs as well as fruit and vegetables. During the summer, Italians often hold parties and barbecues in their gardens. These are social occasions as well as a chance to spend quality time with friends and family.
Moving Out of City Centres
An increasing number of families and retired people are moving out of city centres thus increasing the proportion of Italians who have a garden and thus an interest in gardening. For Italians, the garden represents an extension of the home, particularly in the hottest seasons. During the spring and summer they spend as much time as possible in the garden, taking advantage of the pleasant weather. They are able to undertake several activities in their gardens, such as sunbathing, barbecuing, reading and playing, with different activities available for all ages.
Real Estate Market Key Driver of DIY and Gardening
Nowadays, even though the cost of houses is still high in Italy, a lot of people consider the purchase of a new house to be a profitable investment. The unreliability of financial markets and favourable home loans terms prompted Italians to invest in real estate. Growth in the real estate market and the consequent rise in home ownership had a positive effect on the DIY market as a whole, as people redecorated newly purchased homes to suit their own tastes. Within this generally favourable framework, the widespread need to reduce household expenses, in combination with the prohibitive costs of labour following the introduction of the Euro, played the decisive role in making DIY activities more attractive to Italians in general.
Economic Crisis Boosts DIY Market
The economic crisis that culminated in a recession in 2005, provided a favourable environment for the development of the DIY sector, as the reduction in incomes experienced during the recession encouraged people to spend more time at home in order to reduce their outgoings and to do thing for themselves. This contributed further to Italians' positive perception of DIY.
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