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While less negatively affected than some other industries, home and garden registered a fall in retail current value sales over 2020. However, gardening received a boost and home improvement was less impacted than homewares and home furnishings by the Coronavirus (COVID-19) pandemic in Italy. The spring and autumn-winter lockdowns and ongoing restrictions on mobility and work, social and leisure norms, including bans and limits on travel and tourism and the closure of non-essential retailers and...
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 2025 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.TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
COVID-19 impact on home and garden
COVID-19 country impact
Company response
Retailing shift
What next for home and garden?
MARKET DATA
Table 1 Sales of Home and Garden by Category: Value 2015-2020 Table 2 Sales of Home and Garden by Category: % Value Growth 2015-2020 Table 3 NBO Company Shares of Home and Garden: % Value 2016-2020 Table 4 LBN Brand Shares of Home and Garden: % Value 2017-2020 Table 5 Penetration of Private Label in Home and Garden by Category: % Value 2015-2020 Table 6 Distribution of Home and Garden by Format: % Value 2015-2020 Table 7 Distribution of Home and Garden by Format and Category: % Value 2020 Table 8 Forecast Sales of Home and Garden by Category: Value 2020-2025 Table 9 Forecast Sales of Home and Garden by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesGARDENING IN ITALY
KEY DATA FINDINGS
2020 IMPACT
Coronavirus (COVID-19) mobility restrictions increase the attention on indoor and outdoor gardening spaces
Home improvement and gardening stores benefit from lighter restrictions to remain operative and develop their offer
Private label benefits as consumers add gardening products to their grocery baskets on rarer forays to the shops
RECOVERY AND OPPORTUNITIES
Focus on gardening during the pandemic expected to persist and drive positive value growth in the forecast period
Players aim to retain new expanded consumer base by offering products that make gardening easier
Plant protection players set to respond to consumer move away from chemicals with new organic options
CATEGORY DATA
Table 10 Sales of Gardening by Category: Value 2015-2020 Table 11 Sales of Gardening by Category: % Value Growth 2015-2020 Table 12 NBO Company Shares of Gardening: % Value 2016-2020 Table 13 LBN Brand Shares of Gardening: % Value 2017-2020 Table 14 Distribution of Gardening by Format: % Value 2015-2020 Table 15 Forecast Sales of Gardening by Category: Value 2020-2025 Table 16 Forecast Sales of Gardening by Category: % Value Growth 2020-2025HOME FURNISHINGS IN ITALY
KEY DATA FINDINGS
2020 IMPACT
A re-evaluation of the home environment during lockdown provides some bright spots for home furnishings
Home cooking boom and search for at-home social and entertainment opportunities lead to fast value sales growth for barbecues
The pandemic accelerates e-commerce shift as players focus on digital tools to reach consumers
RECOVERY AND OPPORTUNITIES
The process of digitalisation is set to continue, although economic concerns are likely to see a slow rebound
Extension of the kitchen into the outdoor space is expected to boost barbecues and kitchen furniture
Focus on service and affordability offers opportunities to broaden the domestic consumer base for Italian furniture
CATEGORY DATA
Table 17 Sales of Home Furnishings by Category: Value 2015-2020 Table 18 Sales of Home Furnishings by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of Home Furnishings: % Value 2016-2020 Table 20 LBN Brand Shares of Home Furnishings: % Value 2017-2020 Table 21 LBN Brand Shares of Light Sources: % Value 2017-2020 Table 22 Distribution of Home Furnishings by Format: % Value 2015-2020 Table 23 Forecast Sales of Home Furnishings by Category: Value 2020-2025 Table 24 Forecast Sales of Home Furnishings by Category: % Value Growth 2020-2025HOME IMPROVEMENT IN ITALY
KEY DATA FINDINGS
2020 IMPACT
Home seclusion sees more consumers use the time to perform more indoor painting and maintenance tasks
Consumers focus home improvements on kitchens and bathrooms as lockdown increases usage and wear and tear
Cromology gains the leading position through its strength in fast-growing home paint and investments in digitalisation
RECOVERY AND OPPORTUNITIES
Residual enthusiasm for DIY and a renewed focus on the outside of homes expected to see return to overall value growth in home improvement
Retailers set to broaden their offer to catch the one-stop shopping trend
Specialist retailers set to fall into the slipstream of a strong e-commerce trend to cater to consumers
CATEGORY DATA
Table 25 Sales of Home Improvement by Category: Value 2015-2020 Table 26 Sales of Home Improvement by Category: % Value Growth 2015-2020 Table 27 NBO Company Shares of Home Improvement: % Value 2016-2020 Table 28 LBN Brand Shares of Home Improvement: % Value 2017-2020 Table 29 Distribution of Home Improvement by Format: % Value 2015-2020 Table 30 Forecast Sales of Home Improvement by Category: Value 2020-2025 Table 31 Forecast Sales of Home Improvement by Category: % Value Growth 2020-2025HOMEWARES IN ITALY
KEY DATA FINDINGS
2020 IMPACT
Homewares hit by closure of specialist retailers and weak tourist flows, although home cooking/baking and eating trends boost kitchenware
Food storage posts the fastest value growth due to the home food preparation and space reduction trends
Players turn to e-commerce and other digital tools to maintain contact with consumers
RECOVERY AND OPPORTUNITIES
Slow recovery anticipated, although return to at-home entertaining offers some respite for homewares
Lingering burden on women likely to slow rebound, while young affluent homeowners offer bright spots
Digitalisation and investment in experience hubs offer opportunities to large, small and/or franchise brands
CATEGORY DATA
Table 32 Sales of Homewares by Category: Value 2015-2020 Table 33 Sales of Homewares by Category: % Value Growth 2015-2020 Table 34 Sales of Homewares by Material: % Value 2015-2020 Table 35 NBO Company Shares of Homewares: % Value 2016-2020 Table 36 LBN Brand Shares of Homewares: % Value 2017-2020 Table 37 Distribution of Homewares by Format: % Value 2015-2020 Table 38 Forecast Sales of Homewares by Category: Value 2020-2025 Table 39 Forecast Sales of Homewares by Category: % Value Growth 2020-2025