Content of the study:
The hunting market - Italy

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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.

ANALYSIS OF THE DEMAND

MARKET STRUCTURE

ANALYSIS OF THE OFFER

REGULATION

POSITIONING OF THE ACTORS

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