Italy Home Appliances Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The Italy Home Appliances Market is segmented by Major Appliances (Refrigerators, Freezers, Dishwashing Machines, Washing Machines, and Cookers and Ovens), Small Appliances (Vacuum Cleaners, Small Kitchen Appliances, Hair Clippers, Irons, Toasters, Grills and Roasters, and Hair Dryers), and Distribution Channel (Departmental Stores, Specialty Stores, Online, and Other Distribution Channels).

Market Snapshot

Study Period: 2016 - 2026
Base Year: 2021
CAGR: >1 %

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Market Overview

The home appliance market in Italy suffered from sluggish economic conditions, which resulted in only minimal growth of retail volumes in 2018. The home appliances market, both in terms of value and volume, remains subdued with major appliances segment following a similar pattern, while small appliances remain more dynamic than major appliances in current value terms. The market relies on both domestic production and imports from the countries, such as China, to meet its demand for appliances.

  • The outlook for 2019 remained restrained, as there were lower consumer confidence and minimal growth in private consumption. Apart from this, there was a government proposal to curtail Sunday shopping, which may hit retailers in case of its parliamentary approval. However, there was a demand increase for both medium-sized and small-sized appliances in the country.
  • The average family size is shrinking in Italy, with people living in small and affordable apartments. With fewer space consumers not only need small products but also need smaller or multifunctional appliances that can perform various tasks at the same time, thus, making their lives easier.

Scope of the Report

A complete background analysis of the Italian home appliances market, which includes an assessment of the national accounts, economy, and the emerging market trends by segments, significant changes in the market dynamics, and the market overview.

By Product
By Major Appliances
Dishwashing Machines
Washing Machines
Cookers and Ovens
By Small Appliances
Vacuum Cleaners
Small Kitchen Appliances
Hair Clippers
Grills and Roasters
Hair Dryers
By Distribution Channel
Departmental Stores
Specialty Stores
Other Distribution Channels

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Key Market Trends

Retailing Grows Through Online Channel, While Traditional Supply Chain Dominates the Market

More than half of the market sells home appliances products through traditional supply chains, such as retailers, stores, and hypermarkets. This is mainly because users trust in traditional brands and difficulties in carrying out the installation of products independently. Another reason that led to the preference of offline channels is that consumers wanted to inspect and examine a product before making purchase decisions.

Internet retailing is rapidly gaining popularity among Italians for buying home appliances products. It is observed that Italians consumers are becoming increasingly comfortable with the purchase of products online.

On the other hand, the implementation of the promotional strategies of companies and the shift toward online retailing channels may further contribute to the growth dynamics of the sector.

Italy HAm_T11

Smart Appliances are Rapidly Adopted by Household in Italy

The Italian market for smart home solutions is rapidly growing, which in turn, increases the demand for smart home appliances from households. According to the source, it is known that 40% of Italians had at least one ‘smart’ appliance at home.

In the smart home appliance sector, washing machines, which are connected and controlled by an app and in some cases equipped with voice assistants, are continuing to drive the sector’s growth. Technologies, such as operating a coffee machine vocally, and other trends are also growing quickly and demanded by consumers.

Artificial intelligence, along with the interface with which users manage their smart homes, is gaining momentum in the Italian consumers. Technology savvy and energy-efficient products are concerns that are developing before the purchase of these products. Smart and connected appliances are thus becoming more popular.


Competitive Landscape

The home appliance sector is dominated by international players in major appliance market in Italy and it remains highly competitive with a high level of fragmentation, especially among small and medium-sized businesses. Weaker players with poor financial strength already disappeared, while the other small businesses chose to merge with their peers in order to survive. Many players in the local market face liquidity issues and are unable to follow the evolution of consumer demand. Players are majorly focusing on premium products with value-added in terms of design, performance, energy-saving capabilities, connectivity, and smart features.

Table of Contents

  1. 1. Introduction

    1. 1.1 Study Deliverables

    2. 1.2 Study Assumptions

    3. 1.3 Scope of the Study

  2. 2. Research Methodology

  3. 3. Executive Summary

  4. 4. Market Insights

    1. 4.1 Market Overview

    2. 4.2 Value Chain Analysis

    3. 4.3 Porter's Five Forces Analysis

    4. 4.4 Government Regulations and Initiatives

    5. 4.5 Insights into Customs Duties for Home Appliances

    6. 4.6 Insights into Setting up Home Appliances Manufacturing Plants

    7. 4.7 Insights into Consumer Expenditure on Household Goods and White Goods

    8. 4.8 Insights into Imports and Exports (Detailed Analysis of Imports and Exports by Product and Country over the Last Five Years)

    9. 4.9 Major Players' Strategies in the Production and Sales

    10. 4.10 Technology Innovations in the Industry

  5. 5. Market Dynamics

    1. 5.1 Drivers

    2. 5.2 Restraints

    3. 5.3 Opportunities

  6. 6. Market Segmentation

    1. 6.1 By Product

      1. 6.1.1 By Major Appliances

        1. Refrigerators

        2. Freezers

        3. Dishwashing Machines

        4. Washing Machines

        5. Cookers and Ovens

      2. 6.1.2 By Small Appliances

        1. Vacuum Cleaners

        2. Small Kitchen Appliances

        3. Hair Clippers

        4. Irons

        5. Toasters

        6. Grills and Roasters

        7. Hair Dryers

    2. 6.2 By Distribution Channel

      1. 6.2.1 Online

      2. 6.2.2 Departmental Stores

      3. 6.2.3 Specialty Stores

      4. 6.2.4 Other Distribution Channels

  7. 7. Competitive Landscape

    1. 7.1 Market Concentration Overview

    2. 7.2 Company Profiles

      1. 7.2.1 Robert Bosch SpA

      2. 7.2.2 Whirlpool Corporation

      3. 7.2.3 Electrolux Italy SpA

      4. 7.2.4 Miele

      5. 7.2.5 Philips SpA

      6. 7.2.6 Candy Group

      7. 7.2.7 Haier AEG

      8. 7.2.8 Bsh Elettrodomestici SpA

      9. 7.2.9 Panasonic Industry Europe GmbH

      10. 7.2.10 De'Longhi SpA

      11. 7.2.11 Groupe SEB (Rowenta, Tefal, Krups, and Moulinex)

    3. *List Not Exhaustive
  8. 8. Future of the Market and Analyst's Recommendations

  9. 9. Investment Analysis

  10. 10. Disclaimer

  11. 11. About Us

**Subject to Availability

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Frequently Asked Questions

The Italy Home Appliances Market market is studied from 2016 - 2026.

The Italy Home Appliances Market is growing at a CAGR of >1% over the next 5 years.

Robert Bosch SpA, Whirlpool Corporation, Electrolux Italy SpA, Miele, Philips SpA are the major companies operating in Italy Home Appliances Market.

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