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MARKET OVERVIEW

1.1 Definition and scope of the study

A swimming pool refers to a tank or a large artificial basin designed to hold water in order to enable swimming or other leisure activities. It is equipped with filtration systems (pump, filter...) that allow the user to maintain healthy water, as well as accessories (heating, shelters, cleaning equipment, etc.).

The swimming pool market thus covers all players in the industry concerning the manufacture, installation and distribution of new products as well as the maintenance and renovation of existing products.

There are different types of swimming pools depending on the final users (private, public) and their use (family, hotel, leisure, therapeutic, sports training, Olympic, diving, etc.). In addition, the shapes and materials of swimming pools can vary: above ground pools, in-ground or semi-inground pools, wooden, concrete, steel, kit pools, etc.

The global market for swimming pools was valued at 34.2 billions dollars in 2019 and is expected to grow at a CAGR (combined annual growth rate) of 2% between 2020 and 2024 to reach 37.76 billion dollars in 2024. The market is dominated by North America which should account for 44% of the market growth during the same period. The growth of the market is mostly driven by the urbanization and the growing number of residential structures and hotels globally.

The Italian pool market is the third market in Europe and the sales of pools in volume remain relatively stable, estimated at over 10000 pools per year. 

 

1.2 The global and European markets

The world swimming pool market is estimated at **.** billion dollars in **** and is expected to grow gradually in the coming years with a CAGR of *% over the ****-**** period. It should eventually reach **.** billion dollars by ****. While the United States largely dominates the world market with * million pools, far ahead of ...

1.3 The Italian market

In Italy there are estimated to be around ***.*** private pools. Half of private pools in Italy are concentrated in the three regions of Lazio (***)  [***].

This market is in strong growth, registering increased sales in the entirety of the peninsula at an average rate of between *.*-*% in **** compared to ****. There are ...

1.4 Imports & exports

The UN Comtrade database allows use to track global trade flows regarding numerous goods.

The trade of pools is registered under the following code : 

**** : Articles and equipment for general physical exercise, gymnastics, athletics, other sports (***) or outdoor games, not specified or included elsewhere in this chapter; swimming pools and paddling ...

1.5 The impact of COVID-19

**** was exposed to the COVID-** pandemic and the economic effects that it caused. Extended periods of lockdowns, with businesses and commercial activities closed, and people at home wreaked havoc on the economy with thousands of people losing their jobs and businesses closing. Despite this grim reality, the pool market did not ...

ANALYSIS OF THE DEMAND

2.1 Determinants of demand for private swimming pools

Italians are a home-owning population, in fact **% of them own at least one residential property. Outdoor living spaces are quite common in Italy, even in cities. In fact, **% of households have either a garden, a terrace or a balcony. This phenomenon is distributed quite equally geographically speaking, Piedmont has the highest ...

2.2 Seasonal demand

The graph below represents the proportion of searches for a given keyword in a region and for a specific time period, compared to when the rate of use of that keyword was highest (***).  Thus, a value of ** means that the keyword has been used less often in the region concerned, and ...

2.3 Secondary residences and rising temperatures as positive factors for demand

One of the factors that can also influence the pool market is the number of second homes in the country. Indeed, **% of the total population in Italy lives in urban areas, a phenomenon that is only accelerating and which pushes households to live in apartments [***]. 

  Number and share of second ...

2.4 Latest trends in demand

The picture that emerges from the Italian private swimming pool sector offers many new trends. Among the innovations that have revolutionised the sector in recent years are prefabricated pools, which are more accessible at an economic level and equally high performance in terms of quality; cantilever/suspended pools, which are impressive ...

MARKET STRUCTURE

3.1 Overview of the market's value chain

The diagram below illustrates the chain of actors involved in the pool installation process in Italy.

3.2 Services offered and market players

There are different types of players depending on the work required in the pool market, amplifying the diversity of players in the pool market. On this market, we find services such as (***):

Swimming pool design Swimming pool construction Swimming pool renovation Pool deck design and construction Changing the pool liner Sauna ...

3.3 Trade shows : a way for brands to promote their products

Two major exhibitions are dedicated to swimming pools in Italy: ForumPiscine and ForumClub.

ForumPiscine

ForumPiscine is an international trade show for pools and spas that takes place as a part of the Fair of Bologna. It has been going on for ** years and is the biggest pool trade fair in Italy, ...

ANALYSIS OF THE OFFER

4.1 Typology of the offer

There are many different types of pools which can be categorised by their shape, technology, structure, materials used etc. Below is a non-exhaustive list which includes the most common pools in Italy. Pool types Semi in-ground pool In-ground swimming pool Outdoor swimming pool Indoor swimming pool Fibreglass swimming pool Cement swimming ...

4.2 Pricing

As we have seen above there is a very diverse offer regarding pools and therefore prices not only vary based on geographic location but also on some of the factors mentioned above. Additionally, size increases the cost. According to Assopiscine the average size of a pool is *x*x*.* metres. The ...

4.3 Pool maintenance and pool covers

The need for frequent pool maintenance

It is necessary to maintain a swimming pool frequently and this sometimes hinders its purchase, especially for individuals wishing to install a swimming pool in their garden. Water quality should be monitored two to three times a week, altered by outdoor temperature, solar radiation, location ...

4.4 Greener pools and pool sharing

Greener pools

In order to meet customer expectations regarding the ecological impact of swimming pools, the offer is adapting. Indeed, swimming pools have a negative image in this aspect, in terms of water and energy consumption. Moreover, by making their offer more eco-responsible, the maintenance cost of a pool decreases, making ...

4.5 New and alternative services offered and building your own pool

Substitutes and new entrants

The sector's suppliers also offer all kinds of products, in addition to the classic outdoor pools: above-ground pools, saunas, spas, pool heaters, accessories, cleaning robots, etc.

The above-ground pools which represents **% of all private pools from entry-level to more sophisticated products are a real brake on the ...

REGULATION

5.1 World Customs Harmonized System

The Harmonized System is an international nomenclature for the classification of products. It allows participating countries to classify goods traded on a common basis for customs purposes. At the international level, the Harmonized System (***) for the classification of goods is a six-digit code system [***].

The HS contains approximately * *** item/product descriptions ...

5.2 National regulations

Private swimming pool standards in Italy

Between the end of **** and the beginning of ****, work was completed on the revision of technical standards related to the private swimming pool sector, which were already present in the European extra-legislative panorama; in detail, the standards that were revised and published, making them come ...

POSITIONING OF THE ACTORS

6.1 Segmentation

  • Piscine Castiglione
  • Piscine Laghetto
  • Vannini Acqua & Pool
  • Ecoimpiantisti Piscine
  • Bricoman
  • Bricofer
  • Amazon Italie

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in 40 pages
Method
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Method

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Analysts

Hugo S.

chargé d'études économiques, Xerfi

Hugo S.

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Mathieu Luinaud

Associate Consultant

Mathieu Luinaud

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Education Formation
Robin C.

PhD Industrial transformations

Robin C.

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Pierre D.

Analyst

Pierre D.

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Ross Alumni Club France

Arnaud W.

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Pierrick C.

Consultant

Pierrick C.

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Maelle V.

Project Finance Analyst, Consulting

Maelle V.

Héloise Fruchard

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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Imane E.

EDHEC

Imane E.

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Vincent D.

Auditeur

Vincent D.

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Eva-Garance T.

Eva-Garance T.

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Michela G.

Market Research Analyst

Michela G.

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Azelie P.

Market Research Analyst @Businesscoot

Azelie P.

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Cantiane G.

Market Research Analyst @Businesscoot

Cantiane G.

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Jules D.

Consultant

Jules D.

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Alexia V.

Alexia V.

Emil Ohlsson

Emil Ohlsson

Anna O.

Anna O.

Gabriel S.

Gabriel S.