During the COVID-19 pandemic, the Finnish authorities recommended that elderly citizens avoid contact with others as much as possible to prevent the transmission of the virus which is more dangerous for elderly people. This supported retail current value sales through home shopping as elderly people are more likely to use homeshopping than consumers in other age groups and these consumers avoided visiting retail outlets in person, especially during the Spring of 2020 when the first wave of COVID-19 hit Finland.
Despite the potentially beneficial conditions for homeshopping under COVID-19, however, the long-term factors continued to work against the channel in 2021. In the review period, homeshopping was the second worst performing retail channel in Finland, trailing only the troubled department stores channel, due to an identity crisis and a major bankruptcy.
In 2021 VitaeLab and Norvital, which are best-known for their dietary supplements, led the channel in terms of value shares. These players focused on a limited product assortment, unlike Hobby Hall and Ellos, which offer a range of products, such as apparel, homewares and consumer electronics and appliances.
There will be little to prevent or slow the decline of homeshopping over the forecast period in Finland, due to the declining interest from Finnish consumers who prefer more modern retailing options. The growth of e-commerce will have a particularly negative impact on homeshopping in the coming years as computer literacy in Finland continues to rise over the forecast period.
Most of the companies that are still involved in homeshopping are now also present in e-commerce. Over the forecast period there will be little incentive for these companies to focus on the development of their homeshopping business whilst e-commerce continues to grow and homeshopping becomes more marginalised in Finland.
Despite the anticipated bleak future of homeshopping, it is possible that individual concepts will be successful. One concept with further potential is the domestic brand Menumat, which specialises in food delivery for senior citizens.
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Understand the latest market trends and future growth opportunities for the Homeshopping industry in Finland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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 Definitions
This report originates from Passport, our Homeshopping research and analysis database.
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