Home Shopping - Europe
About this report
About the market…
“Home shopping around Europe is worth some €67.2bn (excluding VAT), around 3.6% of all retail sales. The proportions are higher in Northern Europe and in many parts of southern Europe the industry hardly exists.
Mail order is losing market share in countries where its share is largest, but is growing in more countries. There has been substantial change in particular countries; in Germany sales have actually fallen by 6% while in Finland they have almost doubled. The picture for Direct Selling is only superficially more encouraging.
In the last few years new channels of distribution have opened up for home shopping – the Internet and TV shopping, where the future for shopping from home seems to lie.“
About Mintel’s report…
Using the latest consumer research, market size data and trend analysis, Mintel’s European report offers you vital new insight into the current state of the market, its prospects and the attitudes of key target audiences. You can use Mintel’s European market research to:
Gain a vital overview of the dynamics of the Home Shopping market across the largest European consumer markets
Ensure that every step of your product development and brand marketing is focused towards real demand and real opportunity.
Benchmark major consumer trends in the Home Shopping market from one country to another.
Track developing market trends in each country
Measure market sizes, finds sales opportunities and monitor leading players’ activity
Intriguing findings include…
Three countries – Germany, the UK and France – dominate the home shopping market accounting for almost €50 billion of sales and almost three-quarters of all European home shopping sales.
Almost 42% of respondents had purchased via mail order in the previous 12 months
Over one third of all respondents in all four markets liked the idea of digital TV, with the British and French most enthusiastic
Executive Summary
Market size
Internet
Mail order decline
Direct selling
Television shopping
The future of home shopping is on the Internet
European Outlook
Scenario 1 – No change
Scenario 2 – What can be done to stop the rot?
The weakness of e-commerce
The challenge for mail order
A blueprint
Home shopping of the future
European Summary
The home shopping sector
Home shopping market size
Mail order
Downward trend
Direct selling
Systematic problems
Television shopping
The Internet
The minuses
The pluses
Attracting people to a site
Multi-channel retailing
Leaders and laggards
Concentration
Leading players
Report Scope
Home shopping – A definition and methods of selling
European Consumer Trends
Comparison of mail order shopping patterns across Europe
Comparison of mail order shopping patterns since 2001
Comparison of attitudes towards new technology and shopping across Europe
Austria
Executive Summary
Home shopping on good form
Mail order dominates
Surprisingly strong direct selling
E-commerce still weak
Background Data – Austria
Population
Economy
The Austrian Home Shopping Market
Introduction
Market value
Mail order sector
Sector value and trends
Leading Players
Direct selling sector
Sector value and trends
Leading players
E-commerce sector
Internet access
Products and services purchased
Leading players
Television shopping sector
Enterprise data
Leading players
Market shares
Prospects and Forecasts
Forecasts
Company Profiles
Belgium
Executive Summary
Poorly developed home shopping market
Mail order stagnating
Direct selling almost irrelevant
Relative importance of e-commerce growing
E-commerce only growth segment
Background Data – Belgium
Population
Economy
The Belgian Home Shopping Market
Introduction
Market value
Mail order sector
Sector value and trends
Kiala collection points
Leading Players
Direct selling sector
Sector value and trends
Leading players
E-commerce sector
Catalogue retailers
Store-based retailers
Pure players
Online sales
Enterprise data
Prospects and Forecasts
Prospects
Forecasts
Company Profiles
Czech Republic
Executive Summary
Home shopping sector trails behind Western Europe
Mail order sales dominate the sector
But e-commerce is growing rapidly
Modest growth for direct selling
Home shopping dominated by foreign mail order groups
Mail order forecast to outperform all retail sales
Background Data – Czech Republic
Population
Economy
The Czech Home Shopping Sector
Market value
Mail order sector
Market value and trends
Leading Players
Direct selling sector
Market value and trends
Leading players
E-commerce
Pureplays lead the e-commerce sector
Leading home shopping retailers
Market shares
Prospects and Forecasts
Prospects
Forecasts
Company Profiles
Denmark
Executive Summary
Per capita spend lags behind Nordic neighbours
No need for mail order
E-tail catching up with catalogues
Direct selling in bloom
E-commerce drives the sector
Background Data – Denmark
Population
Economy
The Danish Home Shopping Market
Introduction
Market value
Mail order sector
Market value and trends
Leading Players
Direct selling sector
Market value and trends
Products
Leading players
E-commerce
Internet access
Market value and trends
Online retailers
Enterprise data
Leading retailers
Market shares
Prospects and Forecasts
Forecasts
Company Profiles
Finland
Executive Summary
E-commerce drives home shopping…
…but mail order still dominates
A handful of players
E-commerce has room to grow
Background Data – Finland
Population
Economy
The Finnish Home Shopping Sector
Introduction
Market value
Mail order sector
Sector value and trends
Leading Players
Direct selling sector
Market value and trends
Leading players
E-commerce sector
Internet and e-commerce usage
Market value and trends
Online retailers
Products
Enterprise data
Leading retailers
Market shares
Prospects and Forecasts
Forecasts
Company Profiles
France
Executive Summary
The home shopping market is large and relatively mature
Mail order dominates the home shopping sector
Foreign companies lead the market but domestic players also abound
E-commerce market is one of the most concentrated in Europe
Background Data – France
Population
Economy
The French Home Shopping Market
Introduction
Market value
Mail order sector
Sector value and trends
Mail order operations
Mail order leading players
Redcats
3 Suisses
Quelle
Camif
Editions atlas
Jean Paul Guisset
Direct selling sector
Sector value and trends
Leading Players
Television shopping sector
E-commerce sector
Enterprise data
Leading home shopping players
Prospects and Forecasts
Forecasts
Company Profiles
Germany
Executive Summary
Largest home shopping market in Europe
Mail order sector hit by the weak retail environment
Direct selling outperforms retail market
E-commerce growth slowing down
Mail order companies lead the market
Mail order set to decline further
Background Data – Germany
Population
Economy
The German Home Shopping Market
Introduction
Mail order
E-commerce
Direct selling
Market value
Mail order sector
Sector value and trends
Leading Players
Direct selling sector
Sector value and trends
Leading players
E-commerce sector
Television shopping sector
Enterprise data
Leading home shopping retailers
Market shares
Prospects and Forecasts
Prospects
Forecasts
Company Profiles
Greece
Executive Summary
Greece is one of the most underdeveloped markets
Mail order sector doubles
Online sales grow
Direct sales sector rises
Home shopping sector dominated by foreign retailers
E-commerce shows the biggest growth potential
Strong growth forecast for the mail sector
Background Data – Greece
Population
Economy
The Greek Home Shopping Market
Introduction
Market value
Mail order sector
Sector value and trends
Leading Players
Direct selling sector
Sector value and trends
Leading players
E-commerce sector
Television shopping sector
Prospects and Forecasts
Prospects
Forecasts
Company Profiles
Hungary
Executive Summary
Home shopping sector growing
Direct sales dominate the sector
Mail order shows potential
Growth potential looks good
E-commerce uptake increasing
Hungarian home shopping sector dominated by foreign players
Market forecast
Background Data – Hungary
Population
Economy
The Hungarian Home Shopping Market
Market value
Mail order sector
Sector value and trends
Leading Players
Direct selling sector
Sector value and trends
Leading players
E-commerce sector
Leading home shopping retailers
Market shares
Prospects and Forecasts
Forecasts
Company Profiles
Republic of Ireland
Executive Summary
Ireland’s home shopping sector remains small
Mail order growth driven by online sales
Direct selling one of the smallest in Europe
E-commerce is the driving force
Market dominated by foreign retailers
Sector forecast to outperform all retail sales
Background Data – Republic of Ireland
Population
Economy
The Irish Home Shopping Market
Introduction
Market value
Mail order sector
Sector value and trends
Leading Players
Direct selling sector
Sector value and trends
E-commerce sector
Sector value and trends
Enterprise data
Leading home shopping players
Prospects and Forecasts
Prospects
Forecasts
Company Profiles
Italy
Executive Summary
Italy’s home shopping sector remains underdeveloped
Vorwerk leads the market
Mail order underperforms against all retail sales
Direct sales dominate the home shopping sector
E-commerce sector growing rapidly
Mail order forecast to decline as a proportion of all retail sales
Background Data – Italy
Population
Economy
The Italian Home Shopping Market
Market value
Mail order sector
Sector value and trends
Leading Players
Direct selling sector
Sector value and trends
Leading players
E-commerce sector
Enterprise data
Leading home shopping retailers
Market shares
Prospects and Forecasts
Prospects
Forecasts
Company Profiles
The Netherlands
Executive Summary
Home shopping hit by weak retail market
Mail order sector driven by online sales
Small direct selling sector
E-commerce growing rapidly
Home shopping dominated by foreign players
Mail order sector forecast to grow
Background Data – The Netherlands
Population
Economy
The Dutch Home Shopping Market
Introduction
Market value
Mail order sector
Sector value and trends
Leading players
Direct selling sector
Sector value and trends
Leading players
E-commerce sector
Sector value and trends
Category breakdown
Leading players
Enterprise data
Leading home shopping retailers
Market shares
Prospects and forecasts
Forecasts
Company Profiles
Norway
Executive Summary
Keen home-shoppers
E-commerce catching up with catalogues
A fragmented market
Technology penetration drives e-commerce to boom
Background Data – Norway
Population
Economy
The Norwegian Home Shopping Sector
Introduction
Market value
Mail order sector
Market value and trends
Products
Leading players
Direct selling sector
Market value and trends
Leading players
E-commerce sector
Internet penetration
Market value
Online retailers
Enterprise data
Leading retailers
Market shares
Prospects and forecasts
Forecasts
Company Profiles
Poland
Executive Summary
The largest home shopping market in Eastern Europe
Mail order sector remains small
Direct selling more than half of all home shopping sales
E-commerce sector small but promising
Home shopping dominated by foreign retailers
Direct sellers lead the market
Background Data – Poland
Population
Economy
The Polish Home Shopping Market
Market value
Mail order sector
Sector value and trends
Leading Players
Direct selling sector
Sector value and trends
Product categories
Leading players
E-commerce sector
Market trends and value
Leading home shopping retailers
Market shares
Prospects and Forecasts
Prospects
Forecasts
Company Profiles
Portugal
Executive Summary
Portuguese home shopping market on the rise
Foreign retailers dominate the market
E-commerce growing rapidly
Mail order dominates the Portuguese home shopping sector
Background Data – Portugal
Population
Economy
The Portuguese Home Shopping Market
Introduction
Market value
Mail order sector
Sector value and trends
Mail order leading players
Direct selling sector
Sector value and trends
Leading Direct Selling Players
E-commerce sector
Enterprise data
Leading home shopping retailers
Mail order
Otto
VPC
Quelle (KarstadtQuelle, Germany)
Redcats (PPR, France)
Direct selling
Prospects and Forecasts
Prospects
Forecasts
Company Profiles
Spain
Executive Summary
Spain is one of the most underdeveloped markets
E-commerce growing rapidly
Home shopping sector dominated by foreign retailers
Direct sales sector
Spanish mail order market forecast
Background Data - Spain
Population
Economy
The Spanish Home Shopping Market
Introduction
Market value
Mail order sector
Sector value and trends
Leading Players
Circulo de Lectores
Otto (Otto Versand, Germany)
Quelle (KarstadtQuelle, Germany)
Redcats (PPR, France)
El Club Internacional del Libro
Discoplay
La Tienda en Casa (El Corte Inglés)
Direct selling sector
Sector value and trends
Leading players
E-commerce sector
Sector value and trends
Leading home shopping players
Prospects and Forecasts
Prospects
Forecasts
Company Profiles
Sweden
Executive Summary
Sweden a strong home shopping market
E-commerce catching up on mail order
Increasing presence of foreign players and e-tailers
Mail order to lag behind overall retail market
Background Data – Sweden
Population
Economy
The Swedish Home Shopping Sector
Market value
Mail order sector
Market value and trends
Leading Players
Direct selling sector
Market value and trends
Products
Leading players
E-commerce sector
Internet penetration
Sector value and trends
Television shopping sector
Enterprise data
Leading home shopping retailers
Market shares
Prospects and Forecasts
Prospects
Forecasts
Company Profiles
Switzerland
Executive Summary
Home shopping worth CHF2.7 billion in 2003
High per capita spend
Mail order captures of three quarters of the market
Foreign groups challenge local operators
E-commerce some way to go
TV shopping remains tiny
Direct selling quite important in relative terms
Background Data – Switzerland
Population
Economy
The Swiss Home Shopping Market
Introduction
Market value
Mail order sector
Sector value and trends
Leading Players
Direct selling sector
Sector value and trends
Leading players
E-commerce sector
Sector value
Internet usage
Mail order companies
Pure players
Store-based retailers
Products and services
Television shopping sector
Enterprise data
Leading home shopping retailers
Market shares
Prospects and Forecasts
Prospects
Forecasts
Company Profiles
UK
Executive Summary
UK is second-largest home shopping market in Europe
E-commerce driving ahead
Pure players small but rapidly growing
Store-based retailers exploit their brand recognition
Agency sales in terminal decline
Big books fundamentally flawed
Shop Direct Group and Littlewoods continue to operate independently
Direct catalogues exploit weakness of agency operators
Direct selling
TV shopping
Premier Insight
Background Data – United Kingdom
Population
Economy
The UK Home Shopping Sector
Introduction
Market value
Mail order sector
Agency
Direct big books
Other direct books
Direct response
Littlewoods and GUS Home Shopping under one owner
GUS renamed and Littlewoods divided into distinct entities
Final separation could turn the spotlight on home shopping
Sector value and trends
Agency houses
Estimated agency market shares
UK Consumer Trends
Shopping by mail order
The Consumer
Key findings
Home shopping patterns
Trend data
2004 home shopping patterns
What people buy
Trend data
2004 shopping patterns
The Consumer – Detailed Demographics
Consumer Attitudes and Typologies
Key findings
Attitudes towards to new technology and home shopping
The home shopping experience
How to improve the home shopping experience
Key topics
Identifying targets
Home Shopping Devotees (48% of sample)
Convenience Seekers (24% of sample)
Out of Homers (28% of sample)
Who shopped, how and bought what
Price matters
Product offer
Convenience and service
Delivery issues
Trust
Emotional and human factors
UK Advertising Expenditure
Mail order advertising by product category
Mail order advertising spend by company
Online advertising expenditure by product category
Leading Players
Direct selling sector
Sector value and trends
Leading players
E-commerce sector
Sector value and trends
ONS classification
ONS experimental online data
Mintel analysis
Grocers
Tesco leads
Sainsbury’s struggles with operational problems
Beyond the marker leaders
Online accounts for under 1% of grocers’ sales
Non-food retailers
Mixed goods retailers dominate the non-food sector
Argos voted consumer-friendly
M&S ditches catalogue, but John Lewis supports web offer with a catalogue
Mail order retailers
Pureplay Internet retailers
Television shopping sector
Leading retailers
Market shares
Prospects and Forecasts
Prospects
Agency mail order
Direct big books
Big books fundamentally flawed
But Klingel plans to enter the market
Other direct operators will continue to exploit agency weakness
Direct selling
E-commerce
TV shopping
Kiala collection points due to launch in 2006
Forecasts
Company Profiles
Major Company Profiles
Alticor (Amway)
Background
Rich DeVos and Jay Van Andel
International expansion
Quixtar
Amway's multi-level marketing
Selling through independent business owners (IBOs)
Financial data
Products
E-commerce
SWOT
amazon.com
Market share
Background
History
International expansion
Customer focus
Financial data
International division outperforms North America
Products
Operations and systems
SWOT
Avon
Background
Internationalisation
Channels of distribution
Direct selling channel
Store-based retailing
Financial data 2004
The European division
The Asia Pacific Division
The Latin America Division
The U.S.A Division
Products
E-commerce
SWOT
Bruno Bader
Background
Market share
Financial data
Catalogues
Outlets
E-commerce
SWOT
Bertelsmann DirectGroup
Background
Market share
Financial data
Bertelsmann Group
Bertelsmann DirectGroup
DirectGroup operations
Europe
European book clubs
US
Asia
SWOT
Camif Group
Background
Entering the Czech and Slovak Republics
2000 strategy – cat@mag (cat – catalogues, @ – Internet, mag – magasins, shops).
2003 partnership with 3 Suisses
Ethical values
Group structure
Main divisions
Financial data
Pôle Personnes Physiques
Camif Collectivités
Pôle Habitat
Pôle Alimentation Fine
Channels of distribution
Products
Outlets
E-commerce
SWOT
Damart (Damartex)
Background
Financial data
2004/05
Outlets
Catalogues
E-commerce
SWOT
H&M Rowells
Market share
Background
Financial data
Products
Suppliers
Systems
E-commerce
SWOT
Klingel
Background
Financial data
Catalogues
Outlets
E-commerce
SWOT
KarstadtQuelle
Background
Reorganisation and restructuring
The scale of the problems
Restructuring
History
Multi-channel strategy
Financial data
E-commerce
Sales by country
Catalogues
Universal mail order
Speciality mail order
Operations and systems
SWOT
Littlewoods/Shop Direct Group
Littlewoods
Shop Direct Group
Market shares
Background
History
But both businesses struggled through the late 20th century
Littlewoods change of ownership in 2002
Followed by the acquisition of GUS home shopping in 2003
GUS home shopping renamed Shop Direct Group
Separation of Littlewoods Limited into distinct and separate businesses
Where next?
Financial data
Littlewoods
GUS Home Shopping
Shop Direct Group
Overseas activities – Halens and Cellbes
Catalogues and products
A word on agency
Littlewoods
Shop Direct Group
Halens and Cellbes
E-commerce
SWOT
TV-Shop (MTG)
Market share
Background
MTG Group
TV-Shop
Financial data
2004 Interim results
E-commerce
SWOT
Next Directory
Market shares
Background
History
Strong performance in a tough market
Other activities
Financial data
Interim results 2004/05
Company downgrades 2004/05 full year profit forecast
Catalogue
Products
Product mix, positioning and own brand
Enhanced value
Sub brands
Womenswear
Menswear
Childrenswear
Home
Page allocation
E-commerce
SWOT
Otto
Background
History and ownership
E-commerce
Mail order development
European retail outlets
European joint ventures
Non-retail activities
Financial data
Group performance
European retail performance
European retail sales by country
European operating companies
Germany
Schwab
Otto (UK) – Grattan and Freemans
Operations and systems
E-commerce
SWOT
Redcats (PPR)
Market shares
Background
Group
Redcats
Future growth
Financial data
2004 sales figures
2003 detailed sales analysis
Sales by division
Sales by channel
Sales by product category
Sales by geographic region
International presence
Outlets
Catalogues and products
Big books
Specialist catalogues
E-commerce
SWOT
QVC
Background
History
The concept
Niche market
E-commerce
Further European expansion
Financial data
UK
Germany
Products
Operations
SWOT
Tupperware
Market share
Background
Selling strategy
Financial data
Figure 573: Tupperware: Sales performance in Germany vs the rest of Europe, 1999-2003
The UK and Ireland
Mixed results in 2004
Products
E-commerce
SWOT
Vorwerk
Market share
Background
Financial data
Products
E-commerce
SWOT
Mini Company Profiles
Ackermann/Charles Veillon
Market share
Background
Financial data
Ann Summers
Background
Financial data
Catalogues
Anttila
Market share
Background
Financial data
ASOS.com
Background
Financial data
Betterware UK
Market share
Background
Financial data
Catalogues
JP Boden
Market shares
Background
Financial data
Catalogues
Britannia/Universal Group Direct Ltd
Market shares
Background
Financial data
Catalogues
Clas Ohlson
Market share
Background
Financial data
Conrad
Market share
Background
Financial data
Cotton Traders
Market shares
Background
Financial data
Catalogues
Outlet data
Direct Wines
Market shares
Background
Financial data
Products
Farepak
Market shares
Background
Financial data
Catalogues
Findel
Market share
Background
Financial data
Catalogues
Flying Brands
Background
Financial data
Catalogues
Hobby Hall
Market share
Background
Financial data
Products
Home Entertainment
Background
Financial data
Jula Postorder
Background
Financial data
Kleeneze plc
Background
Farepak
Market shares
Background
Financial data
Catalogues
Kleeneze
Market shares
Background
Financial data
Catalogues
Lakeland Limited
Market share
Background
Financial data
Catalogues
Lands’ End
Market shares
Background
Financial data
Catalogues
N Brown Group
Background
Launches interactive TV
Financial data
Catalogues
Park Group
Market share
Background
Financial data
Catalogues
Ritter
Background
Financial data
Spar Kjøp
Market share
Background
Financial data
Sportmann
Market share
Background
Financial data
Wehkamp
Background
Financial data
