The circumstances of the COVID-19 pandemic had opposite effects on the performance of homeshopping in both 2020 and 2021. Categories such as apparel and beauty and personal care, for instance, strongly declined, mostly due to both retailers and consumers moving to e-commerce.
Overall, homeshopping continues to be cannibalised by e-commerce and this was a trend already in play pre-COVID-19. This has led to a higher number of players in homeshopping, especially in categories such as apparel and footwear, intensifying their focus on internet activities at the expense of their presence in homeshopping.
Bofrost Zentrale Belgien Bvba, which is active in frozen food, has traditionally had a loyal, senior consumer base. In the circumstances of the lockdowns in 2020 and ongoing restrictions in 2021, demand from this consumer base increased significantly.
The progressive return to pre-COVID-19 conditions in Belgium in terms of mobility is likely to hurt homeshopping. Indeed, beside the existing loyal consumer base present in food and drink homeshopping, the channel is likely to suffer from increasing competition from e-commerce over the forecast period, especially as most retailers are likely to invest in their online presence.
The number of active players in homeshopping is likely to decline over the 2022-2026 period as manufacturers and retailers move to e-commerce. The channel leader Bofrost is consequently likely to gain further share with its loyal customer base of older Belgians who rely on its food and drink service.
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Understand the latest market trends and future growth opportunities for the Homeshopping industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Homeshopping industry in Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 Definitions
This report originates from Passport, our Homeshopping research and analysis database.
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