The home decor market - Italy

Since 2020, the global furniture market has shown resilience, returning to pre-Covid levels in July 2020, despite a significant drop in production at the start of the year. The Italian furniture market, known for its fragmented nature with over 80 percent craftsmen and small businesses, continued its tradition of quality manufacturing and design. However, the Italian market grew slowly, with a value of 27.5 billion euros. Despite the prevalence of local companies, Italy retains a strong export orientation, with exports accounting for 52% of production. Trends such as mass customization, the integration of AR technology and the proliferation of home automation are shaping the market. The "Salone del Mobile" in Milan remains a key event, contributing significantly to the Milanese economy.

In 2021, Italian exports totaled 10.8 billion euros, with the main markets being France, the USA and Germany. China, however, remains Italy's largest importer of furniture. Demand for furniture continues to be influenced by real estate transactions and consumer preferences for modern, sustainable homes. The Italian market's cyclical production peaks will align with double-digit growth in international furniture trade from 2021 onwards.

Dynamic trends in the Italian furniture market

The Italian furniture market, rooted in a tradition of craftsmanship and quality, has seen a variety of trends influenced by a multitude of factors. The market encompasses a wide range of products used to furnish and decorate homes, including large pieces of furniture, lighting equipment, ceramic tiles, textiles and smaller pieces of furniture. Italy remains a major player in this competitive landscape, with a significant share of the world's furniture production. The real estate sector is one of the main factors influencing demand in the Italian market, with investment of over 10 billion euros in recent years. This investment reflects the construction of residential and non-residential buildings, which has seen an increase of around 10 to 40 percent from 2016 to 2021, despite a decline during 2020.

The scale of residential construction also indicated a trend towards larger living spaces. In addition, the average annual income of Italian households rose slightly in various segments, with couples with adult children earning the most, around 30-35,000 euros. This economic stability has encouraged households to spend 4 to 4.5% of their income on furniture and home decoration, thanks to government incentives such as the "Furniture and Appliances Bonus".nagers" Italian consumer sentiment towards furniture and interior design centers on the importance of the home as a personal sanctuary - an area in which individuals are willing to invest. Up to 94% of Italians consider their home to be an essential aspect of their life, and 80% say they are satisfied with their current living conditions. People generally want more green space and environmentally-friendly homes with lower maintenance costs. In particular, young people aspire to larger, modern and technologically advanced living spaces.

When it comes to housing preferences, the majority of Italians, between 60% and 75%, live in properties, with three quarters opting for an apartment lifestyle. The living room is the focal point for investment, attracting up to 38% of those prepared to spend the most on decorating it, followed by the kitchen and dining room. In terms of aesthetic preferences, some 40-45% of those surveyed prefer a modern decorating style, while 30% lean towards a traditional or classic style. In recent years, the market has also seen a growing interest in advanced technologies, such as home automation for smart consumption and security, as well as entertainment via Smart TVs and Smart Speakers. The market offer is broad and diverse, catering to different customer preferences, including classic, rustic, decorative, modern, contemporary and designer furniture.

Panorama of Italian furniture excellence: the tapestry of tradition and innovation

In the rich landscape of the Italian furniture market, a multitude of players weave a tapestry that tells the story of ancestral know-how blended with modern ingenuity. These players cover the different facets of the industry, each making their distinctive contribution to the overall fabric of design. Dominated by small businesses and artisanal producers, the market bears witness to the cultural and creative prowess for which Italy is renowned.

• Craftsmanship and local tradition At the heart of the Italian furniture sector is the artisan spirit, characterized by local craftsmen who have inherited and perfected their skills over generations. Their workshops, often family-run, are located in regions renowned for their furniture-making, such as Cantù, Brianza, Veneto and the Friuli-Venezia Giulia region. These craftsmen are the purveyors of bespoke pieces celebrated for their meticulous attention to detail and respect for traditional techniques.
• The stronghold of SMEs Small and medium-sized enterprises (SMEs) form the backbone of the Italian furniture industry, with the vast majority employing fewer than 10 people. These SMEs not only meet local demand, they also contribute to the rich tapestry of exports that Italy presents to the world. Despite their size, the combination of quality materials, skilled labor and design excellence enables these companies to carve out a place for themselves in the global furniture bazaar.
• Groups and alliances An emerging trend in the fabric of this market is the formation of groups - umbrellas under which several brands align themselves. These alliances often have a dual purpose: to offer a wider range of products and to assert a stronger presence, particularly in sectors such as contract furniture. By joining forces, these groups are able to extend their reach beyond traditional markets, addressing a more diversified customer base and adapting to changing demand for multifunctional, contract furnishing solutions.
• Within the company network are the leading brands, the representatives of "Made in Italy" on the world stage. These brands exert a global appeal, synthesizing a design ethos at the crossroads of the classic and the innovative. While some are household names that have consolidated their heritage over the years, others are emerging stars that reflect modern aesthetics and the incorporation of technology into their creations. They are the standard-bearers of Italian design, amplifying the nation's voice at the prestigious Salone del Mobile and similar internationally renowned platforms.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 01/12/2020

Summary and extracts

List of charts

• Average income of Italian households by household composition
• Share of income spent on household expenses by household type
• Evolution of the housing market
• Construction of new housing by type
• Italians' favorite home decorating styles
• Spaces in the home that Italians are willing to spend more on
• Italians' preferences on how they would like their homes
• Home-related projects in the next 12 months
• The home automation home: the main areas of applicability
• The home automation home: current applications
• Breakdown of supply by segment
• Furniture producer price index
• Breakdown of furniture supply exports by category
• Size of the Italian furniture market
• Main countries of origin of Italian imports of Furniture
• Main destination countries of Italian furniture exports
• Impact of Covid-19 crisis on industrial production of furniture pieces
• Industrial furniture production index
• Number of furniture manufacturing enterprises
• Distribution of firms in the furniture market by class of employees
• Market share of major players in the furniture market
• Composition of the number of enterprises active in furniture manufacturing by firm size
• Breakdown of furniture outlets by price ranges offered
• Where furniture sales come from
• Sources of research on trends, costs and more, on furniture and home decor items
• Reasons for in-store purchase of a piece of furniture or furniture item
• Reasons for buying a piece of furniture or furniture item online
• Criteria for purchasing a piece of household furniture