The consumer appliances market in Italy demonstrated a relatively stable performance in 2025, with low growth observed in both value and volume terms, driven by a stable economic condition and government support for home products. The market is attractive due to its growth potential, driven by increasing median disposable income and a focus on energy efficiency and sustainability. Key trends include the shift towards multi-functionality and compact designs, the growing importance of e-commerce,

Volume sales of refrigeration appliances in Italy performed positively in 2025, for the second year running, recovering from previous declines. Growth was driven by consumer demand for premium products with advanced features and designs. With a penetration rate of 96% for fridge freezers, demand is support by replacement purchases and a focus on innovation and premiumisation. As the market continues to grow, driven by technological advancements and sustainability concerns, brands should focus on

Microwaves in Italy is characterised by growth driven by innovation, despite a challenging economic environment and cautious consumer sentiment toward ownership of microwaves. The market is expected to continue growing, with a forecast retail volume CAGR of 1% to 807,800 units by 2030, driven by demand for convenience, energy efficiency and multi-functionality. Brands like Sharp, Beko, and Midea are investing in new product development and competitive pricing strategies to capitalise on these tr

Large cooking appliances in Italy experienced slowing growth in 2025, with volume growth of 0.5%, driven by ovens which was characterised by consumer demand for premium features and designs. With a median disposable income per household of EUR43,921 in 2025, Italian consumers were willing to invest in high-quality products where reliability and longevity are needed. The market is expected to continue growing over the forecast period, albeit at variable rates per year, driven by increasing demand

Home laundry appliances in Italy demonstrated resilience in 2025 with a 2% growth in retail volume, higher than the growth seen in the previous year, reaching 2.7 million units—despite a challenging economic environment. A slowing increase in median disposable income per household, which stood at EUR43,921 in 2025, contributed to the category’s performance. However, the market's attractiveness is enhanced by consumer sensitivity to electricity costs and a preference for energy-efficient applianc

Sales of small cooking appliances in Italy were flat in 2025, with a 0.2% growth in retail volume to 5.4 million units and a 0.7% growth in retail value to EUR594 million. This represents a decline in growth compared to the previous year. Category dynamics are being driven by more affordable options coming from Asian countries and being widely distributed via online platforms. Brands that focus on innovation, design and after-sales service are likely to capture a larger market share in future.

Food preparation appliances in Italy experienced a decline in 2025, as high penetration rates means consumers homes are already well-stocked. Despite this, the health and wellness trend continues to drive demand for multi-functional appliances. However, the market is expected to continue its decline, with a decreasing volume CAGR of 4% to 3.3 million units by 2030. To succeed, brands should focus on innovation in multi-functional, wellness-focussed products and premiumisation. The growing import

Dishwashers in Italy maintained positive growth in 2025, with volume sales growing by 1%, reaching 1.3 million units. Although growth rates have been slowing due to reduced government stimulus, the penetration rates of dishwashers among Italian households is forecast to continue rising. Brands should focus on sustainability, energy efficiency and smart features to succeed in this market. Additionally, the dominance of built-in dishwashers and collaborations between specialists and hypermarkets a

Vacuum cleaners in Italy was characterised by marginal growth in 2025, restricted by economic uncertainty but supported by technological advancements. Despite a relatively stable economic environment, consumers reduced their spending on non-essential items. However, the market is expected to grow at a CAGR of 2% over the forecast period to reach 4.4 million units by 2030, driven by the increasing presence of Asian brands and technological advancements. To succeed in this market, brands should fo

The air conditioners retail volume in Italy reached 808,000 units in 2025, representing 4% growth from 2024, driven by the continued occurrence of heatwaves. Relatively stable economic conditions and a median disposable income per household of EUR43,921 suggests that air conditioners in Italy are performing well compared to regional contexts, where specific local factors such as heatwaves and demographic characteristics play a significant role. Key trends include the focus on energy efficiency a

Heat pumps in Italy performed well in 2025 and is poised for dynamic ongoing growth, driven by favourable economic conditions, government incentives for energy-efficient heating systems, and the European Green Directive's requirements for more efficient buildings. In 2025, the market saw a healthy demand, with air to water heat pumps leading volume sales due to their lower installation costs and ease of maintenance. The market's future growth is expected to be shaped by strategic investments, in

The Italian jewellery market demonstrated robust growth in 2025, with a 4% increase in value terms, reaching EUR4.7 billion. This growth was driven by high-spending customers seeking fine jewellery and exclusivity, as well as others looking for value for money and affordable precious jewellery. The market's attractiveness is underscored by an increasing number of HNWIs in Italy, which rose to 150,000 in 2025 and is forecast to reach 202,700 by 2030. With gold prices reaching record highs, and in

The writing instruments market in Italy showed resilience in 2025, despite economic constraints and demographic decline, with companies driving growth through innovation and sustainability initiatives. Sales faced pressure from declining purchasing power, resulting in more cautious consumer spending. Simultaneously, market polarisation intensified as low-cost competitors entered Italy, escalating price competition among established players. The growing number of high-net worth individuals presen

The bags and luggage market in Italy demonstrated resilience in 2025, with retail value sales increasing by 1%, despite economic uncertainty. This performance was driven by a focus on sustainability and innovation. Market polarisation was also a factor, driving both lower-end and high-end sales, at the expense of mid-range products. At the same time, rebounding outbound and inbound travel and tourism also grew luggage sales in Italy. The market is expected to remain attractive due to the growing

The personal accessories market in Italy demonstrated resilience in 2025, with growth in value terms driven by luxury purchases and an increase in average prices. The market's performance is characterised by a polarisation trend, where consumers are either reducing non-essential purchases or investing in high-end products. Retail e-commerce is progressively gaining share, driven by consumers' increasing willingness to purchase personal accessories online. Sustainability is becoming a key driver,

The traditional and connected watches market in Italy demonstrated a mixed performance in 2025, with value sales increasing by just 1%. The market's stability was attributed to the continued interest in watches among Italian consumers, despite economic uncertainty. The growing number of high-net-worth individuals (HNWIs) in Italy, forecast to reach 202,700 by 2030, supports consistent demand for luxury traditional watches. Brands should focus on innovation, sustainability, and omnichannel sales

Footwear in Italy experienced a marginal decline in current value sales in 2025, primarily due to weak performances by children's and men's footwear, while women's footwear saw marginal growth. Footwear is characterised by a growing focus on sustainability and digital engagement, with companies investing in innovative and eco-friendly products and processes. The increasing role of social media and e-commerce is significantly impacting sales, with consumers seeking attractive offers and promotion

In 2025, hosiery in Italy displayed relatively flat growth in current value terms, with non-sheer hosiery driving sales through everyday and performance use cases. The category is expected to see modest growth over the forecast period, driven by consumer demand for performance and sustainable products. Scaled leaders with clear value propositions will continue to experience share growth, while the competitive landscape is being reshaped by a number of acquisitions. Brands are adapting to changin

Apparel and footwear in Italy posted marginal current value growth in 2025, with retail volumes slipping as households remained defensive despite easing economic pressures. The market is characterised by polarisation between ultra-value banners and premium brands, with mid-market labels being squeezed. Sustainability is becoming a competitive strategy, driven by the EU’s Ecodesign for Sustainable Products Regulation (ESPR) and forthcoming Digital Product Passport (DPP) rules, with consumers incr

Sportswear in Italy performed positively in 2025, with retail value sales increasing by 2% in current terms. This was supported by a growing focus on fitness and wellbeing, as well as the rising demand for athleisure wear. Players continued to focus on sponsorship and collaboration to increase brand awareness. With sportswear projected to record a 2% current value CAGR to reach EUR8.3 billion by 2030, companies that invest in ecofriendly materials and adopt advanced digital technologies will be

Italian womenswear experienced modest growth in 2025, driven by consumers' prioritisation of value and versatility in their purchases. The employed female population and recovering disposable income supported demand, with women's outerwear being the largest value category. Sustainability and price-led chains are expected to shape consumer choices over the next five years, with established players gaining share through strategic expansions. The market is characterised by a shift towards shopping

Childrenswear in Italy faced significant demographic headwinds in 2025, with a continued multi-year decline in the birth rate leading to negative current value growth. Despite this, the category is expected to grow at a current value CAGR of 2% over the forecast period, reaching EUR4.8 billion by 2030. The category is characterised by a shift towards value-focused retailers and promotions, with large chains and sports-led brands gaining share.

Menswear in Italy experienced a marginal decline in current value in 2025 due to reduced discretionary spending, although premium segments benefited from tourism-driven sales. The category is expected to grow at a current value CAGR of 1% over the forecast period, driven by the accessible premium segment and a lifestyle-performance crossover. Key trends include the dominance of men's outerwear and the continued importance of store-based chains. Brands that capitalise on these trends, while adopt

Apparel accessories in Italy experienced a contraction in 2025, with retail value sales seeing a marginal decline in current terms to EUR1.2 billion, largely due to economic uncertainty and changing consumer behaviour. Despite this, certain categories, like belts, performed relatively better due to their essential nature. The category experienced polarisation, with value giants and luxury houses driving growth, while mid-market labels struggled. To succeed within the forecast period brands will