Home Improvement in Italy
Compa Tech led home improvement in Italy with a 5 % value share in 2013. The company has experienced positive momentum in the country thanks to consumers gravitating towards low-priced items, and the possibility to choose from a large number of references which can accommodate the most diverse (and small) housing needs, both in stores as well as online. Consumers particularly favour inexpensive wooden flooring, which is a valid alternative to ceramic tiles, and can be fitted on top of the old floor without the need for specifically trained workers.
Home improvement is expected to remain almost flat in the forecast period between 2013 and 2018, recording a negative value CAGR of 1% at constant 2013 prices. Private label is expected to increase its share over the forecast period, as Italian consumers remain cautious in their spending, and gain increased confidence in such products.
Whilst the difficult economic conditions in Italy continued to limit sales of home improvement products, this was not as severe a decline as seen in some other areas of home and garden, as many consumers continued to be forced to carry out their own repairs rather than employing a third party to do so, as a way to save money on more basic maintenance jobs around the home. Not only this, some retailers, such as Leroy Merlin and Brico Io, started to target younger consumers and women in their promotional and communication campaigns, in order to increase their customer base.
Home Improvement 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: Bathroom and Sanitaryware, Decorating Sundries, Floor Covering, Hand Tools, Hardware, Home Paint, Kitchen Sinks, Other Home Improvement, Power Tools, Wall Covering.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.