Home and garden in 2024: The big picture
In 2024, home and garden in Italy recorded a decline in retail value sales, facing significant challenges from both global and local factors. High inflation, rising grocery and energy costs challenged household budgets and led many consumers to delay non-essential household projects.
2024 key trends
In 2024, a significant trend in Italian home and garden was the increasing number of second-home buyers. This included Italian descendants reclaiming family properties and international buyers attracted by the country's lifestyle.
Competitive landscape
Ikea Italia Retail Srl was the largest home and garden company in Italy in 2024, slightly increasing its share during the year. Ikea sells products across all categories of home and garden, including home furnishings, gardening, home improvement and homewares.
Retail developments
In 2024 non-grocery retailers maintained leadership in home and garden, with homewares and home furnishing stores holding the largest share, followed by home improvement and gardening stores. Retailers such as Ikea, Leroy Merlin, Tecnomat and OBI held strong positions in these channels, driving the largest share of sales.
What next for home and garden?
Over the forecast period, home and garden in Italy is expected to record a marginal uplift in value growth, as consumers remain cautious amid elevated living costs, persistent inflation and reduced disposable incomes. The tapering of renovation incentives, such as the Superbonus and Ecobonus, has removed a significant motivation for discretionary upgrades, leading homeowners to defer major purchases.
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Overview:
Understand the latest market trends and future growth opportunities for the Home and Garden industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Gardening
- Home Furnishings
- Home Improvement
- Homewares
If you're in the Home and Garden industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home and Garden in Italy report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home and Garden in Italy?
- Which are the leading brands in Home and Garden in Italy?
- How are products distributed in Home and Garden in Italy?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Home and Garden?
- Has the economic fall-out of COVID-19 negatively or positively impacted consumer interest and demand for Home and Garden?
- Where is future growth expected to be most dynamic?
Home and Garden in Italy
Home and garden in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for home and garden?
DISCLAIMER
Home Improvement in Italy
KEY DATA FINDINGS
Home improvement records a decline as government incentives end
Ikea Italia Retail SRL leads by offering a broad range of modular solutions at competitive prices
Home products specialists provide full-service home improvement solutions
Growing demand for wellness is set to boost growth for bathroom and sanitaryware
Corded power tools are set to decline as battery-powered alternatives gain share
Sustainable innovations are set to drive growth in home improvement in Italy
Gardening in Italy
KEY DATA FINDINGS
Gardening records a slight decline as extreme weather conditions negatively impact sales
Honda records double-digit growth, driven by product launches in robotic lawn mowers
Home improvement and gardening stores lead sales, offering wide variety and in-store services
Urbanisation and economic pressures will challenge sales of gardening
Chemical herbicides and fertilsers set to decline as consumers prefer eco-friendly alternatives
Sustainable technologies and smart irrigaton systems will become drivers of gardening sales
Homewares in Italy
KEY DATA FINDINGS
Growth in homewares is driven by the ongoing demand for home cooking in Italy
AMC Italia drives growth with premium stainless steel cookware and tableware
Home products specialists lead due to a wide range of product offerings
Increasing living costs will dampen growth opportunities for homewares
Ovenware will face challenges as consumers migrate towards convenient cooking methods
Technological integration is set to influence homewares in Italy
Home Furnishings in Italy
KEY DATA FINDINGS
Home furnishings records a decline as consumer postpone purchases
Ikea Italia Retail Srl improves its lead, offering a wide range of innovative products
Homewares and home furnishing specialists lead distribution in 2024
Home furnishing is expected to be challenged by ongoing macroeconomic pressures
Window coverings are expected to decline as consumer preferences evolve
Sustainability is projected to drive innovation in home furnishings in Italy
The following categories and subcategories are included:
Home and Garden
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- Bathroom and Sanitaryware
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- Carpets
- Floor Tiles
- Wooden Flooring
- Other Floor Covering
- Hand Tools
- Hardware
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- Lacquer and Varnish
- Decorative Paint
- Kitchen Sinks
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- Corded Drills
- Cordless Drills
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- Other Corded Power Tools
- Other Cordless Power Tools
- Power Tool Accessories
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- Wall Tiles
- Wallpaper
- Other Home Improvement
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- Fertiliser
- Soil
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- Pest Control
- Herbicides
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- Gardening Hand Tools
- Gardening Power Tools
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- Walk Power Lawn Mowers
- Riding Lawn Mowers
- Robotic Lawn Mowers
- Watering
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- Indoor Plants
- Seeds
- Other Horticulture
- Pots and Planters
- Other Gardening
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- Beverageware
- Cutlery
- Dinnerware
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- Ovenware
- Stove Top Cookware
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- Food Storage
- Kitchen Utensils
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- Bath Textiles
- Bed Textiles
- Kitchen and Dining Textiles
- Living Room Textiles
- Rugs
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- Beds
- Chests of Drawers
- Mattresses
- Wardrobes
- Dining Furniture
- Home Office Furniture
- Kitchen Furniture
- Living Room Furniture
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- Sofa Beds
- Other Sofas
- Other Sitting Furniture
- Storage Furniture
- Other Indoor Furniture
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- Blinds
- Curtains
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- Charcoal Barbecues
- Electric Barbecues
- Gas Barbecues
- Outdoor Furniture
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- Lighting Fixtures
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- Incandescent Lamps
- Halogen Lamps
- Linear Fluorescent Lamps (LFL)
- Compact Fluorescent Lamps (CFL)
- Light-Emitting Diode Lamps (LED)
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Home and Garden
This project has a strict focus on sales to consumers only. Trade and professional sales are excluded. Home and garden refers to gardening, home improvement, homewares and home furnishings.
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This report originates from Passport, our Home and Garden research and analysis database.
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