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Homeshopping in Japan

Japan homeshopping market: Value sales decline at -2% CAGR between 2008-2012

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2014-02-18 11:41:02 - Homeshopping in Japan - a new market research report on

Japan Consumers Cooperative Union maintained its leading position in the Japan homeshopping market with a value share of 32% in 2012. While Japan Consumers Cooperative Union is most well known for its catalogue shopping for grocery and other daily supplies such as toiletries, the union also strengthened its home meal delivery service. With the growing population of elderly consumers, Japan Consumers Cooperative Union saw great potential in a meal delivery service and emphasised that its delivery personnel can also check on the safety of elderly Japanese in single-person households.

Since catalogue mail order continued to decline in value sales, retailers tried to hold onto existing customers by diversifying their sales channels. Major players in catalogue shopping such as Belluna Co Ltd,



Nissen Co Ltd, Cataloghouse Co Ltd opened physical stores so that consumers can see and touch the actual products. In addition to own stores, retailers also set up temporary selling space in supermarkets and home centres to increase their product exposure. Belluna Co Ltd opened its first store-based outlet in Saitama, offering over 7,000 clothing items from its catalogue. Nissen Co Ltd opened smiLeLand, which specialises in large-sized clothing with reasonable price ranges. Cataloghouse Co Ltd also has two outlets in Osaka and Tokyo.

Value sales of homeshopping are expected to post a negative CAGR of 1% over the forecast period. According to Euromonitor Internationals Countries and Consumers database, the number of individuals aged over 65 years old is expected to post a CAGR of 3% over the forecast period. Although the elderly are typically less familiar with internet shopping, the Ministry of Internal Affairs and Communications reported growing value sales of online purchases by elderly households. Average online purchases jumped from ¥5,748 in 2008 to ¥17,112 in 2010, demonstrating a value CAGR of 73%.

Key Headlines

- Value sales of homeshopping decrease by 2% in 2012
- Retailers attempt to transfer existing catalogue shopping customers to their online shopping sites
- TV shopping is the most successful among all homeshopping formats
- Japan Consumers Cooperative Union maintains leading position in homeshopping in 2012
- Value sales of homeshopping are expected to post a negative CAGR of 1% over the forecast period

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