As the sector’s peak season approaches, a brief overview of what has happened over the last ten years.
Between 2015 and today, Italy’s swimming pool market has navigated two significant five-year periods, marked by steady growth, an unprecedented surge during the pandemic, and promising prospects for the future. With revenues exceeding 1.2 billion euros (2023 figures) and more than 2,300 companies operating across the supply chain, the sector continues to be a meaningful contributor to the national economy.
A market in steady expansion
Following a slow recovery from the 2008 economic crisis, the swimming pool sector gained momentum between 2015 and 2019, growing at an average annual rate of 5%. By 2019, revenues had reached 1 billion euros, with approximately 10,000 new installations per year consolidating a market that had until then remained modest by European standards.
The real turning point came with the pandemic. 2020 and 2021 recorded combined growth of 13%, well above the historical average. Leading companies in the sector saw orders increase by 40%, while some manufacturers reported gains of nearly 100%. In April 2021, dedicated online searches surged by 394%.
The COVID boom: from luxury to necessity
The pandemic fundamentally reshaped the perception of the domestic swimming pool. What was once regarded as a status symbol became a concrete response to needs around wellbeing, health and safety. The crisis affecting public pools — frequently beset by overcrowding and hygiene concerns — prompted thousands of Italians to consider private alternatives.
Above-ground pools led the boom, owing to their versatility, ease of installation and competitive pricing. Online searches for lined models rose by 60%, while mini pools recorded a 90% increase. In parallel, in-ground pools maintained stable demand, with approximately 13,000 new builds per year and prices ranging from 12,500 to 21,900 euros, contributing to a rise in property values of between 10% and 15%, with consequent benefits from a broader asset perspective.
Innovation and sustainability: the new drivers
The sector is currently undergoing a profound technological transformation. Leading companies invest up to 10% of turnover in research and development, focusing on energy efficiency, automation and environmental sustainability. Modern pools incorporate advanced filtration systems, isothermal and solar covers to reduce consumption, LED lighting and digital app-based controls.
Sustainability has become a crucial competitive factor. New systems enable rainwater harvesting and employ eco-friendly treatments that reduce environmental impact. One encouraging figure concerns the average daily water consumption of a modern pool: at around 165 litres, it falls below the per capita daily consumption benchmark.
On the design front, infinity-edge solutions dominate preferences for their sleek, contemporary aesthetic, while modular options allow for rapid installation and the possibility of relocation, making the product accessible even to renters or those planning future moves.
The tourism sector: a complementary engine
Alongside the residential market — which accounts for roughly 85% of demand — the tourism and hospitality segment is experiencing vigorous growth, frequently driven by demand for integrated wellness systems. In 2024, the tourism segment recorded 20% growth, propelled by the convergence of traditional pools and spa solutions. This trend has opened new opportunities for industry players, enabling them to diversify their offering and reduce the seasonal volatility typical of the residential market.
A future rich in opportunity
The growth potential is considerable. Around 5 million Italians regularly use a swimming pool, and 10% of households live in properties with adequate space to install one. The gap with more mature markets is stark: at the end of 2023, Italy had one pool per 850 inhabitants, compared with one per 105 in France and one per 116 in Spain.
Italy’s climate supports extended pool use, and the heightened focus on domestic wellbeing — accelerated six years ago by the pandemic — represents a structural growth driver, corroborated by data on both new installations and online searches related to maintenance and design.
Projections
The global swimming pool market reinforces this trajectory: from 7.58 billion dollars in 2023, it is forecast to reach 13.9 billion by 2030, an increase of 83%. Italy, buoyed by its internationally acclaimed Made in Italy reputation and its position as Europe’s fourth-largest producer by sales volume, is well placed to play a leading role in this expansion. The Italian sector has demonstrated resilience, innovative capacity and growth potential; with the right regulatory framework, investment in domestic production and structured professional training, the Italian market can close the gap with its European competitors and establish itself as a benchmark for quality, innovation and sustainability on the international stage.
Sources: Assopiscine, CNEL, Deloitte, Il Sole 24 ORE, Business Wire, TechNavio, Italia Insights, FIRSTonline
Photo by Humphrey Muleba from Burst
