13/10/2025

During the latest edition of Briconight, held at Milan Rho Fiera on September 24, the usual opening conference took place, featuring prominent speakers from national and international large-scale retail trade.

Euromonitor International (a leading global market research and analysis firm) presented an exclusive update to Briconight attendees on the evolution of the DIY and Garden sector, based on trends and data from major foreign markets.

Speaker Sara Rovai (in-country analyst at Home & Tech EMI) initially provided a detailed analysis of global macroeconomic data, which showed that consumer purchasing power in the DIY and Garden sector continues to decline due to inflation, which is why we should expect stagnation until 2029. However, the DIY and Garden sector will continue to represent a significant share of consumer spending.

In detail, global inflation in 2025 is expected to close at around 4%, down from 6% in 2024, but still higher than the 2% target of central banks.

While the Eurozone is expected to close very close to its target, inflation in the United States will rise to 3%: estimates of the risk of recession have fallen there, but concerns remain about an uncontrolled rise in inflation itself.

China, on the other hand, faces the threat of deflation due to the overproduction of low-cost products, which, however, also contribute to lower inflation levels in surrounding Southeast Asian countries.

Trends by product sector and geographic area were then presented; below is some information:

In the Garden sector, globally, sales of indoor plants, pots, and garden care products are expected to show slight growth. Sales of the same type of products will decline in the Italian market.

There are no significant growth expectations for the Indoor Living and Home Goods sector, with better performances for wellness products (such as mattresses and beds) and healthy cooking products (such as kitchen utensils and cooking supplies). For this reason, retailers operating in this sector will be challenged to support sales by finding new ways to entice consumers to purchase.

In the Home Improvement sector, paint sales are expected to increase, as they allow for quick and affordable space improvement. Geographically, Indonesia and India will be among the best-performing countries, along with the United Arab Emirates and Turkey. In Europe, Spain and the Netherlands will be the countries with the highest growth rates in home improvement.

Finally, new consumer expectations were analyzed: according to the latest "Euromonitor International Voice of the Consumers" survey, for the first time in years of growth, the number of those interested in purchasing second-hand products is decreasing, while the percentage of those who appreciate low-cost products even if they know in advance that they will not last long is increasing, thanks to the widespread availability of these products both in stores and online.

The data provided by Euromonitor is always crucial for managers attending Briconight, as it provides a precise and detailed analysis that allows for a comprehensive view of the market and strategic assessments for their business. Furthermore, event attendees were able to further explore these and other topics of interest directly with the speaker during the evening.