Homeshopping continued to experience declining sales in 2020, with the channel struggling due to the ongoing shift towards e-commerce. However, the drop in value sales was much less severe in comparison to annual declines witnessed over the review period as the pandemic brought some positive impulses for homeshopping.
With notable stockpiling behaviour witnessed during the initial stages of the pandemic, consumers expanded their search for groceries in particular, resulting in a strong performance by food and drink homeshopping. This initially supported frozen food deliveries from brands such as Bofrost and Eismann although they ultimately experienced declining sales over the remainder of the year due to competition from grocery retailers which have continued to improve their online ordering platforms.
Home Shopping Europe GmbH gained overall leadership of homeshopping from Bofrost Dienstleistungs in 2020 despite initial interest in food and drink homeshopping due to stockpiling by consumers. Home Shopping Europe and its HSE24 teleshopping channel (24 hours a day) benefited from the home seclusion trend, as consumers spent longer watching various media including television to pass the time.
Th marginal boost to overall demand through homeshopping in the form of consumer electronics and food and drink is predicted to be short-lived, with homeshopping set to return to more significant sales declines across most product categories from 2021 onwards, as consumers return to greater patterns of normalisation in terms of visiting grocery retailers for their food and drink requirements. One of the exceptions to this will be a notable upturn in demand for consumer appliances in 2021 after recording one of the largest drops in 2020, due to pent-up demand although this more positive performance will also be short-lived.
A major problem going forward for the channel will be linked to the further declining sales predicted for the largest value category of apparel and footwear homeshopping (apart from a marginal upturn in 2021) as the traditional consumer base of older Austrians who still prefer to order apparel and footwear from catalogues and via the phone will gradually be reduced, with a greater preference for purchasing these products online by younger generations.
While the pandemic gave a boost to food and drink homeshopping in 2020, the gradual shift towards ordering groceries online is likely to result in further decline, with this category predicted to record a weaker performance compared to the review period. The main consumer base for this category, including frozen food deliveries, is likely to consist of older or rural consumers, but with increasing urbanisation this base will continue to decrease.
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Homeshopping is the sale of consumer goods to the general public via mail order catalogues, TV shopping and direct mail. Consumers purchase goods in direct response to an advertisement or promotion through a mail item, printed catalogue, TV shopping programme, or Internet catalogue whereby the order is placed and payment is made by phone, by post or through other media such as digital TV. Excludes sales on returned products/unpaid invoices. Excludes sales ordered and paid online which are instead included within Internet retailing. Example brands include Otto, Neckermann, QVC.
See All of Our DefinitionsThis report originates from Passport, our Homeshopping research and analysis database.
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