With the prolonged impact of COVID-19 and continuing home seclusion, Co-op continued to show strong growth in 2021, due to continued demand for grocery delivery. After COVID-19 hit, Co-op succeeded in attracting new members, especially the younger generation, who were joining the union due to its long establishment and strong awareness amongst the general public.
In the review period, promotion through TV commercials was observed from major homeshopping players. With the growing use of the internet, and also streaming services such as Netflix and Amazon Prime, TV viewership was on the decline, and advertising through TV commercials was considered old-fashioned and fell behind new advertising methods such as online advertising and promotion through social media.
With the growing demand for e-commerce, homeshopping players were faced with reorganising and streamlining their business structures to align with this retail trend. This indicates concentration on the core competence of their overall business.
While e-commerce is a significant and growing channel, it is important to note that paper-based catalogues still show strong demand, especially amongst older consumers. By 2026, it is expected that more than 30% of the population in Japan will be aged 65 and older.
In the review period, awareness of sustainability increased, and consumers were becoming more mindful of their spending. The government’s push towards achieving SDGs (sustainability development goals) and various activities introduced by manufacturers initiated this movement.
Homeshopping players in Japan hold strength in leveraging the voice of consumers. This tendency was observed in the review period, leading to unique product innovations and also niche products targeting a specific target group.
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Understand the latest market trends and future growth opportunities for the Homeshopping industry in Japan 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 Japan, 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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