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Learn moreMar 2020
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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. The negative development of the homeshopping channel was clearly caused by the unbeatable convenience, larger assortment and wider international options offered by e-commerce, a development unlikely to change.
The further decline of homeshopping is unlikely to be halted by the ageing population and large numbers of elderly people in the country, who are the primary consumers of homeshopping. Although homeshopping is not only restricted to older demographics, senior citizens are more likely to make purchases by phone than middle-aged or younger consumers as internet penetration is low among this demographic.
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.
In 2019 Norvital and VitaeLab, which are best-known for their dietary supplements, led the market. 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.
Probably the two most famous Finnish homeshopping companies have been Anttila (also department stores and online sales) which went bankrupt in 2016 and Hobby Hall, another pioneer. In 2019, Hobby Hall closed its store-based sales and switched to e-commerce.
In 2019, there was still some potential for food and drink homeshopping although it is also on the decline. This channel particularly appeals to elderly people who order groceries by phone for home delivery.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Homeshopping industry in Finland 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 Finland, our research will save you time and money while empowering you to make informed, profitable decisions.
The Homeshopping in Finland market research report includes:
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This industry report originates from Passport, our Retailing market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.