Content of the study:
The marriage market - Italy

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1.1 Definition and presentation

The wedding market includes all products and services revolving around the wedding. The market includes clothing (wedding dress and formal wear), event venue, catering, decorations, etc.

The size of the global market is growing, in line with the increase in disposable income and the strong cultural and social ties of marriage. The United States leads the global market in terms of spending.

In analyzing demand, it is important to look at trends in recent years. In Northern Italy, there has been a boom in civil marriage, which accounted for 63.9 percent of the total marriages celebrated in 2018, while in Southern Italy, newlyweds are more traditional, deciding to get married in church in 69.6 percent of cases. In addition, the last 10 years have seen an increase in the number of weddings in which the bride and groom are over 65 years old, which represents a new potential opportunity for market players. In fact, while it is true that the divorce rate has risen, it is also true that more and more Italians are marrying twice or three times as they reach old age.

In recent years, there has been an increase in the number of do-it-yourself arrangements, where wedding-related products such as invitations, decorations, etc. are homemade. Market players have expanded their offerings to meet this demand, selling products that the bride and groom can customize to their liking.

Finally, the emergence of COVID-19 has had a negative effect on the wedding market in Italy, given the numerous decrees that have limited the number of meetings and postponed most weddings to date.

1.2 A market with future growth prospects

According to Allied Market Research 's report, the size of the global marriage services market has been estimated at $*** billion in **** and $*** billion in ****. It is also expected to reach $*** billionby ****, registering a CAGR of *.* percent from **** to ****, and to maintain its dominance throughout the forecast period.

Global wedding services market World, ...

1.3 Analysis of the Italian market

Based on Istat data, the number of marriages in Italy always hovered around ***,*** in the pre-Covid period(***). However, the pandemic negatively impacted the sector, dropping the number of marriages to just **,*** in ****. In **** there was a strong recovery, some ***,*** marriages were celebrated

Number of marriages in Italy Italy, ****-****, in thousands Source: ...

1.4 Covid Impact

the Covid was a blow to the wedding industry. AsIstat reported, **,*** weddingswere celebrated in ****, **,*** fewer than in ****. A reduction of almost ** percent that also affected receptions. On the contrary, very often the inability or difficulties in being able to celebrate with relatives and friends caused the yeses in front of the ...


2.1 Demand analysis

Average age

The average age at which Italians marry has been increasing over the last period. For men it went froman average value of **.* in **** to a value of **.* in **** while for women it went from **.* (***).This trend indicates a change in Italian society, where marriage is postponed to a later ...

2.2 Demand trends

The graph below represents the proportion of searches for the term "marriage" in Italy in a given time period (***). Thus, a value of ** means that the keyword was used less often in the relevant region, and a value of * means that there is not enough data for this keyword.

Interest in ...

2.3 Geographic Distribution

The regiono with the highest number of marriages is clearly Lombardy (***). In general, Northern Italy sees a greater number of marriages: ** percent of marriages take place in the North.

2.4 The related areas

First and foremost, location and catering. Most respondents say they spent between *** -*** euros per guest on catering. If we calculate that, the average number of guests at a wedding in Italy is ***, the total amount of catering would be around **,*** euros.

In second place, the 'wedding dress. The vast majority ...


3.1 Market structure

According to the Marriage White Paper, companies in the industry attrevarsano a good time: about half of the companies equips a growth phase (***) and **% are stable. Only the remaining **% attrevars a decreasing phase.

Turnover trends of companies operating in the sector Italy, ****, in % Source: ****

Seventy percent of those operating in the ...

3.2 The main actors

In addition to the wedding planners we have already mentioned in the previous paragraph, the main players in the wedding market are wedding dress manufacturers and event catering companies.

Manufacturers of wedding dresses

As far as wedding dresses are concerned, the main manufacturers are ateliers, workshops that offer dress design and ...

3.3 Wedding tourism

Wedding tourism is the name used to define all those weddings in which the bride and groom choose to organize the wedding in a country other than their own, consequently also moving all the guests and turning them into a real vacation. In ****, Tuscany recorded the highest market share of the ...


4.1 Product analysis

Weddings include many services and goods to consider, such as the venue, catering, clothing (***), and indirect services that are purchased in connection with the wedding, such as honeymoons.


Below is an overview of the most popular wedding venues on offer in Italy.

What are the preferred reception locations in Italy? Italy, ...

4.2 Price analysis

Source: ****

4.3 Price trends

Most companies keep prices stable (***). Most companies also do not feel compelled to lower their prices to avoid losing customers: only *% feel compelled to do so often.

Price trends for companies in the wedding industry Italy, ****, in %


5.1 Regulatory Context

Administrative aspects

First, it is believed that the owner of the leased property does not have to apply for any administrative authorization, in order to Law ***/****, as long as he or she is not engaged in the business of serving food.

Therefore, in the event that the activity is limited to ...

5.2 Wedding bonus

The wedding bonus is a non-refundable grant aimed at businesses in the wedding, entertainment, party and ceremony planning and Horeca (***) sectors. The beneficiaries are companies that suffered a ** percent reduction in turnover in **** compared to **** due to restrictions caused by the pandemic.

The facility was introduced by the Support Bis Conversion ...


6.1 Segmentation

  • Max Mara Fashion Group
  • Anna Frascisco S.R.L

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Reviews (5)

Reviews (5)

The performing arts market - France

Publicado en 22/09/2022 by Anais Reteux

Etude généraliste mais très bien réalisée du marché du spectacle vivant dont on trouve assez peu d'analyse aussi complète.

Businesscoot Response:

Merci infiniment Anaïs pour votre retour. Nous sommes ravis d'avoir été à la hauteur de vos attentes!

The holiday rental market - France


I am very satisfied with the contents of the study which will come to enrich my file of request for financing for a project related to the seasonal hiring

The board game market - France

Publicado en 13/01/2022 by Nicolas Silvani - LudoTech

A good overview of the market that doesn't neglect new market developments and at an affordable price. I am interested in a more in-depth study of new trends and players.

Businesscoot Response:

Hello Nicolas, Thank you for your feedback and we are delighted that this study has given you a good overview of the market.

The board game market - France

Publicado en 15/12/2021 by Client anonyme - Ce client a souhaité rester anonyme

Very useful

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Hello, Thank you for your feedback. We are glad that the study was up to your expectations.

The board game market - France

Publicado en 14/12/2021 by Client Anonyme - Ce client a souhaité rester anonyme

Etude sérieuse avec de bonnes références.

Businesscoot Response:

Merci pour votre retour et la confiance accordée :)

Customer cases and references

Customer cases and references
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Boston Consulting Group

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Initiative & Finance

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