In 2021, the traditional channel of homeshopping remained above the pre-pandemic level of sales, as the ongoing impact of COVID-19 resulted in additional demand. This is because consumers who switched to homeshopping in 2020 amidst lockdowns in store-based retailing made further purchases through the channel during another lengthy lockdown period in Germany in the first half of 2021, as well as later in the year.
In 2021, food and drink homeshopping remained the single largest product category in the channel, accounting for nearly a third of total sales, thereby carrying homeshopping overall, while also remaining significantly above the 2019 level of sales. Food and drink homeshopping was able to carry over the strong growth momentum that was sparked in 2020 into 2021, in view of the lengthy lockdown in the first half of the year.
Aside from food and drink homeshopping, the channel continued to rely on core customers, typically housewives from the age of 50, ordering via phone, attracted to beauty and personal care products, apparel and footwear, as well as personal accessories. Here, HSE and QVC remained the largest homeshopping companies, fuelled by their TV shopping channels, which focus to a large extent on beauty and fashion products.
In 2020, the pandemic led to an unexpected rise in homeshopping sales compared with 2019. While this increase was driven by a growing number of customers, the channel is likely only to have seen a temporary boost, already returning to current value decline in 2021.
In a shrinking homeshopping environment in Germany in the years ahead, food and drink and fashion, traditionally the strongest product categories, will continue to drive sales. For fashion products, HSE and QVC offer TV channels which are highly popular amongst core customers, who are not only attracted by the products offered, but also by the entertainment value that is attached to the shopping experience.
Over the forecast period many of the leading homeshopping players in Germany, including HSE and QVC, will further adjust their strategic positioning towards e-commerce. In 2021, HSE24 rebranded to HSE with this repositioning in mind.
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Understand the latest market trends and future growth opportunities for the Homeshopping industry in Germany 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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