Table of Content

Home and Garden in Italy
Euromonitor International
April 2021

List OF CONTENTS AND TABLES

HOME AND GARDEN IN ITALY
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 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
GARDENING 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 2020-2025
HOME 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 2020-2025
HOME 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 2020-2025
HOMEWARES 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