Having fallen by almost a quarter in 2020, homeshopping retail constant value sales (2021 prices) were little better than flat during 2021. In spite of the fact that local consumers were spending more time at home during 2020, they were increasingly watching streaming services like Netflix (often on laptop computers, tablets or smartphones), rather than traditional linear TV, which led to a decline in the audience for homeshopping.
Citruss TV FZ LLC continued to lead homeshopping during 2021, accounting for almost a third of retail value sales through this channel. The has company launched an app that enables customers to watch its live broadcasts on their smartphones, in addition to watching product videos and seeing its latest offers.
Homewares and home furnishings remained the largest category in home shopping during 2021, followed by personal accessories and eyewear, beauty and personal care and consumer appliances, with women the main purchasers. One of the key strengths of homeshopping in Saudi Arabia is that its content is in the local language and targeted at the middle aged and older.
Homeshopping retail constant value sales (2021 prices) will exhibit no more than marginal growth during the forecast period. As a result, they will remain well below their pre-pandemic (2019) peak even at the end of the forecast period.
All of these factors will leave homeshopping with an ageing and shrinking audience. In an effort to remain relevant to younger consumers, players in homeshopping (particularly leader Citruss TV) will increasingly pivot towards an omnichannel model that embraces e-commerce.
Consumer health will be the top performer in home shopping during the forecast period in terms of its rate of constant value sales growth, as heightened local consumer interest in health and wellness is set to outlast the pandemic. However, this growth will be from a very low base.
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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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