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Summary and extracts

1 Market overview

1.1 Definition and scope of study

Hunting is the stalking of animals with the aim of capturing, killing or eating them. When hunting is subject to regulation, the practice of hunting outside its legal framework is called poaching. Destruction operations are subject to the right of destruction, which differs in part from the right to hunt. Cinegetics is the art of hunting.

The global hunting, fishing and trapping market is expected to grow at a steady rate of 6.2% per annum between 2020 and 2027. The United States is the largest domestic market with almost 30% of the total market turnover. However, the strongest growth is expected in China, with a cumulative annual growth rate of 9.6% per year over the next seven years. Italy, meanwhile, is the third largest European market with 700.000 active hunters, behind France and Spain which have 1.2 million and 980.000 active hunter, respectively.

Hunting can be subdivided into three categories:

  • Weapons and munitions;
  • Gear and equipment (knives, binoculars, earplugs, traps etc);
  • Hunt/kill (the value of the furs, tusks, meat, etc, of the animals killed).

Hunting in Italy is a very important market. There are numerous associations, syndicates and powerful lobbies. Over 600.000 hunters are officially registered in at least one association and there are numerous high profile trade fairs and expositions throughout the year. In Italy, there are 48 species of animals that can be killed, and hunting is a very seasonal practice (usually in the autumn and winter months). It is estimated that around 400 million animals are killed each hunting season in Italy.

The COVID-19 pandemic had a huge impact on the hunting market in Italy. The protracted lockdowns, which coincided with some hunting seasons (there are regional variations), impacted this market. A 10%-20% decline in 2020 compared to 2019 has been estimated.

The main players in the hunting market are rifle and shotgun manufacturers such as Benelli and Beretta, hunting equipment manufacturers such as Decathlon and Jumfil. Many local players exist since this market is highly localized in terms of regions or even cities.

Despite strong public opposition and frequent protests against hunting by pro-environment and animal rights activists this market remains a protected one in Italy with still vast potential for growth and a loyal and indulgent base.

List of charts presented in this market study

  • Chiffre d'affaire pour la chasse dans les principaux pays Européens
  • Répartition des licences de chasse délivrées en Italie
  • Répartition du chiffre d'affaire total de la chasse
  • Evolution de la production d'armes et munitions
  • Annual expenditure of hunters
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Latest news

Decathlon: all the 2023 performance figures - 05/04/2024
  • - Worldwide sales 2023: 15.6 billion euros, up +4.4% on 2022
  • - Decathlon presence: 78 countries.
  • - Number of products sold worldwide last year: 1.19 billion.
  • - Share of digital sales: 17.4%
  • - Sales in France: 4.752 billion euros, up +1.24% on 2022.
  • - Total number of stores worldwide: 1,749, including 319 in France.
  • - Total number of employees: 101,000, including 24,000 in France.
Decathlon revolutionizes itself to become a global brand - 13/03/2024
  • - Company sales: 15.4 billion euros
  • - Number of stores: Over 1700
  • - Presence in 69 countries
  • - Number of brands developed by employees : Over 70
  • - Number of disciplines covered by brands: Around one hundred
  • - Focus on product-related services: rental, second-hand, subscription, recycling, etc.
Decathlon sells store premises for 600 million euros - 12/12/2023
  • The network has 1,751 stores worldwide.
  • Décathlon has just sold the walls of 90 of its stores for 600 million euros.
  • The decision was taken to remove many of the company's brands from the shelves. Of the current 49 stores, only around 15 are expected to remain by next year.
  • The recent acquisition of, a German online retailer of mountain sports equipment.

Decathlon: camping aisles looted in Israel after Hamas raid amas - 17/10/2023
  • Number of Decathlon employees in Israel: 500
  • Number of Decathlon stores in Israel: 10
  • Most popular sector: Camping
Decathlon changes strategy - 22/07/2023
  • Decathlon intends to reduce the number of its brands from 49 to around 15 over the next year.
  • The company aims to reduce the in-store offer by 20% by streamlining its brands.
  • The company has 1,751 stores worldwide, including 325 in France.
  • In 2022, Decathlon generated sales of 15.4 billion euros, including 4.7 billion euros in France.
  • Decathlon's online sales accounted for 16.8% of total sales in 2022, rising to 20.8% in 2021.
  • Over the past two years, Decathlon has begun to reduce the sales area of some of its stores from 500 to 1,500 m2.
  • Its rival Intersport, with 800 stores and sales of 3.3 billion euros, is aiming for sales of 5 billion euros by 2025.
Russia's withdrawal does not hinder Decathlon's expansion - 04/04/2023
  • Number of stores: 1,751 in 69 countries
  • Sales in 2022: 15.4 billion euros (+12%) Net profit in 2022: 923 million euros (+10 million euros vs. 2021)
  • New store openings in 2022: 70
  • Like-for-like sales growth in 2022: 13
  • Share of digital sales: 17% in 2022, versus 8% in 2019
  • Share of business in France: 25% (with 325 stores)
  • Sales in France: 4.7 billion euros in 2022, up 12% year-on-year
  • Used goods: 300,000 sold by 2022, available in nine out of ten stores.
  • Rental: launched in 2022, with 4% of children's bikes purchased this way.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Decathlon Groupe
Benelli Armi
Fiocchi Munizioni
Fratelli Pietta

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the hunting market | Italy

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