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