Homeshopping sales in Bulgaria are generated primarily from TV shopping, making the channel heavily dependent on the state of TV advertising in the country. Towards the end of the review period, the two leading broadcasters, Nova and btv, introduced new commercial policies, which industry experts estimated to have led to at least a 10% hike in advertising prices.
Beauty and personal care, and consumer health are expected to be the most dynamic product categories in homeshopping over the forecast period, as well as making significant contributions to the channel’s absolute growth. The growth of these product categories reflects the demands of an ageing population, the impact of which is particularly marked in this channel, as younger consumers are the most likely to opt for internet retailing over homeshopping.
Internet retailing is in particularly direct competition with homeshopping. Both channels appeal to consumers looking for the convenience of being able to order products from home and have them delivered.
Studio Moderna increased its domination of the homeshopping channel every year during the review period. The company, which operates in homeshopping under the Top Shop brand, uses a multi-channel strategy that also includes involvement in variety stores, internet retailing and wholesale.
Skyshop Bulgaria, which runs a TV shopping operation under the Telestar brand, continued to outperform the overall homeshopping channel in 2018. The company has successfully targeted key areas of demand amongst the channel’s core base of older consumers with an offer including items such as slimming products and food additives relieving joint pain.
Top Shop and Telestar, the two strongest-performing brands in homeshopping at the end of the review period, compete in the mid-priced range. Teleshop, meanwhile, experienced ongoing decline as it focused on more affluent consumers, a demographic that has been relatively quick to move away from homeshopping.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
Discover the latest market trends and uncover sources of future market growth for the Homeshopping industry in Bulgaria with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Homeshopping industry in Bulgaria, our research will save you time and money while empowering you to make informed, profitable decisions.
The Homeshopping in Bulgaria market research report includes:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Retailing market research database.