Home Furnishings in Italy
In 2013 Ikea led home furnishings with a 9% value share, followed by Mercatone Uno with 5%. Both companies have a large presence in retail in the Italian territory, and have been proving successful thanks to affordable prices, but also thanks to the fact that they have wide ranges of products which have been designed and developed specifically to accommodate small environments, where space needs to be fully optimised, whilst maintaining a fun and pleasant look.
Home furnishings is expected to see a negative CAGR of 3% between 2013 and 2018 at constant 2013 prices, in light of the fact that consumers will continue to watch their spending and avoid high-ticket items which are not strictly necessary. Besides, the soaring unemployment rate will make it more difficult for young couples and youngsters in general to leave their parents' homes. There might therefore continue to be a trend of restructuring parents' houses and creating independent space for children, rather than buying a new house, limiting sales of home furnishings.
During 2013 indoor furniture continued to show a strong decline in sales, due to the ongoing recession. Consumers continued to postpone purchases of large furniture, preferring to switch to lower-priced items such as homewares in order to revamp their homes whilst spending less. Sales of indoor furniture were supported in the last quarter of 2013 by a 50% government bonus aimed at allowing consumers purchasing indoor furniture under a larger home restructuring plan to deduct 50% of the total expense from the taxes they will pay in 2014. Given the good results of this initiative, the bonus has been extended to 2014.
Home Furnishing Market ResearchAnalyse key trends and developments in Italy for all product categories, competitors and channels.Evaluate the market position and financial performance of the leading national and international market players.
Product coverage: Indoor Living, Lighting, Outdoor Living.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.