Safety footwear in Italy

This CBI fact sheet aims to introduce safety footwear suppliers from developing countries (DCs) to the Italian safety footwear market. It is the fourth largest market in the EU with a value of 37 million in 2009. Imports from DCs totalled 126 million in the same year. Some promising market segments are hotels and restaurants and health and social care. For Italian consumers, the lightness of shoes, durability and a good look are the most important issues. Last but not least, subcontracting is very common among Italian producers.
Market characteristics
Italy is a medium-sized market for safety footwear in the EU. It is the fourth largest, behind France and the UK, but ahead of Netherlands and Sweden. Apparent demand in 2009 totalled 37 million, after an annual decline of 16% in the period 2005-2009. In terms of volume, Italy is a large market for safety footwear in the EU. Apparent demand in 2009 totalled 5.5 million pairs, after an annual decline of 3.4%. Following fashion and introducing new designs are very important for companies willing to enter the Italian safety footwear market. A main trend is the growing application of innovative materials. In addition, multifunctional products are a main market driver, also encouraged by Italian governmental workplace safety and security standards. A 2010 survey showed that Italian safety footwear consumers listed the lightness of shoes, a good look and durability as the three major decision factors in the buying process. The high ankle type still accounts for about 60% of the market; however, the low ankle type has gained more share recently (now at 40%). A major reason for this is the growing number of applications for low ankle shoes, in relation to higher comfort for the user. Around one third of workers do not wear safety shoes at their work place; therefore, the Italian government is implementing safety regulations more strictly. Additionally, in order to promote the quality of safety footwear, the Italian footwear association (ANCI) decided to introduce the brand Safe in Italy through voluntary certification. This could be a threat to DC suppliers. Promising market segments for DC suppliers can be hotels and restaurants and health and social care sectors. In these segments the number of employees continues to grow (refer to Table 1). Italy is a large producer of safety footwear in the EU. It is the second largest, behind Germany, but ahead of Romania and France. Production in 2009 totalled 113 million, after an annual decline of 12% in the period 2005-2009. In terms of volume, Italy is the largest producer of safety footwear in the EU. Production in 2009 totalled 6.1 million pairs, after an annual decline of 13%. As a rough indication, the price per pair (based on apparent market value and volume) in 2009 totalled 6.8, after an annual decline of 13% in the period 2005-2009. This th price level is very low compared to the price level in the EU on average. It is in 24 position in the EU, behind Slovakia and Portugal, but ahead of Bulgaria and Spain Despite a small drop in imports in 2009 (-0.3%), imports grew by 15% in the period 2005-2009, which was much higher than the development in the EU on average.

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Imports amounted to 155 million in 2009, which makes Italy the EUs largest importer by a long way. Imports from DCs totalled 126 million in 2009. They grew faster than total imports, thus increasing their share (from 76 to 82%).
Table 1 Employees in major safety footwear market segments in Italy, 2009, in thousands

Total Manufacturing Wholesale and retail Construction Health and social care Hotels, restaurants Agriculture Source: Eurostat (2010)

total 2009 13,254 4,401 3,336 1,938 1,638 1,147 796

CAGR -0.4% -2.0% 0.0% 0.5% 1.7% 2.5% -1.8%

male share 65% 73% 59% 94% 30% 49% 70%

2009 -0.5% -1.3% -0.3% 0.5% -1.1% 2.0% -0.9%

female CAGR 35% 27% 41% 6% 70% 51% 30%

share -0.1% -3.8% 0.3% 1.2% 3.0% 3.0% -3.9%

Tunisia was the leading DC supplier, accounting for 63% of all imports coming from DCs, followed by Albania (19%) and China (19%). Of the main DC suppliers, Albania experienced the highest growth (+173% per year), followed by Tunisia (+14%) and China (+10%). Italy is a huge exporter, but also re-exporter of safety footwear. The majority of domestic production is exported; only one third is sold in the domestic market. DC suppliers should bear in mind that they can reach other EU countries through export to Italy. For more information on buyer requirements, trends, trade structure and prices, please refer to the modules concerning the safety footwear market in general.

Trade channels and finding trade partners

The intermediary channel is by far the most important trade channel for the DC supplier. Other channels are Italian manufacturers and retail chains. The best way to approach prospects is by attending trade fairs in Italy or leading EU trade fairs in other EU countries (such as A+A in Germany). Furthermore, the Internet is a highly valuable source to find potential trading partners. Relevant country-specific sources to find prospects are: ANCI - http://www.anci-calzature.com - footwear association; click on search and then search for associated companies; then search for Safety shoes. Ambiente Lavoro - http://www.ambientelavoro.it - annual trade fair about hygiene and security at work places, October, Modena. Civilprotec - http://www.fierabolzano.it/civilprotect - trade show for civil protection, April in uneven years, Bolozano. Sicurezza - http://www.sicurezza.it - trade fair in the field of security in Italy, November in even years, Rho. Assosic - http://www.assosic.it - Italian personal protective equipment (PPE) association.

Interesting players
Italy hosts many interesting players. The profile of a possible trade partner is very important, since each one is unique and has its own customers, market segments and products. Decision factors can also vary between different companies. For example, new innovative products that follow current market trends in order to improve their position on the local market could be the decision factor for some importers. On the other hand, when

Safety footwear in Italy

subcontracting for workwear manufacturers, the ability to work according to their specifications can be the key decision factor. Examples of interesting players are: Betasafety - http://www.betasafety.it - distributor of safety footwear. Cast Bolzonella - http://www.castbolzonella.biz - distributor of PPE. Eurosap Antifurtunistica - http://www.euro-sap.com - distributor of PPE. Fimpoint - http://www.fimpoint.it - distributor of safety footwear and workwear. Giasco - http://www.giasco.com - producer of safety footwear. Jolly Scarpe Footwear - http://www.jollyscarpe.it - producer of footwear. MonteBove - http://www.montebove.it - producer of safety footwear. Nora - http://www.nora-italia.it - producer of footwear. Novamodet - http://www.novamodet.it - producer and distributor of PPE. Odibi - http://www.odibi.it - distributor of footwear and other PPE. Safetal - http://www.safetal.com - distributor of safety footwear and other PPE. Seba Protezione - http://www.seba.it - distributor of footwear and other PPE. Secur Protect - http://www.securprotect.com - distributor of safety footwear and other PPE. Siili Safety - http://www.siili.it - producer of footwear. SIR Safety Systems - http://www.sirsafety.it - distributor of footwear and other PPE. Sofra - http://www.sofra.it - distributor of safety footwear and other PPE.

Other useful sources

Doing business in Italy - http://www.kwintessential.co.uk/resources/globaletiquette/italy-country-profile.html. Ente Nazionale Italiano di Unificazione - http://www.uni.com - national standards institute. Eurostat - http://epp.eurostat.ec.europa.eu/portal/page/portal/eurostat/home official statistical office of the EU.