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Homeshopping in Germany

Germany homeshopping market: EUR 9.3 billion industry in 2012

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2014-02-03 00:27:01 - Homeshopping in Germany - a new market research report on

At GBO level Otto Group continued to lead the Germany homeshopping market in 2012. The success of Otto Group is built on a large number of brands with a wide product offer, as well as high brand awareness amongst German consumers. Otto is one of the main catalogues for apparel homeshopping, which was one of the categories which was most strongly affected by the shift towards online purchases.

The performance of homeshopping in 2012 was slightly worse than the performance during the review period, with a negative current value CAGR of 8% for the review period 2007-2012. The decline gradually increased until 2010, from when the decline started to slow down slightly. With companies focusing on a multi-channel strategy and consumers



increasingly shifting to internet retailing, it remains difficult for players to contain the decline.

Homeshopping is expected to decline further over the forecast period, with a negative constant value CAGR of 12% to 2017. It is expected that homeshopping will continuously struggle to compete with internet retailing. Consumers are becoming increasingly mobile and connected, and this trend is not only observed amongst the young, but increasingly amongst middle-aged consumers, and even a few of the older generation. Online shopping is gaining relevance at the cost of homeshopping, as well as store-based retailing. This trend can be seen across a number of categories, including apparel.

Key Headlines

- Homeshopping declines by 9% in current value terms to reach €9.3 billion in 2012
- Online shops increasingly take the place of catalogues amongst German consumers
- Home improvement and gardening and beauty and personal care are the categories which see the best performances in homeshopping in 2012
- In GBO terms Otto Group maintains its lead in homeshopping in 2012, on the back of its main brand Otto
- Homeshopping is expected to see a negative constant value CAGR of 12% in the forecast period to 2017

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