▷ Book trends 2021: Mangas are booming, travel guides are slowly recovering

22.10.2021 – 10:39

GfK Entertainment GmbH

Baden-Baden (ots)

Which genres have developed particularly well in the current year? A special cross-border analysis by GfK Entertainment on the Frankfurt Book Fair provides information – and shows that the book markets are taking the regained momentum in many places with them into the upcoming Christmas business. The study is based on sales data for eight regions and was carried out for the period from January to September 2021.

The main results at a glance:

  • Mangas double their sales

The comic book segment posted particularly strong growth in the past nine months, which can be attributed in large part to the manga and manhwas business. For example, they were able to more than double their sales in France, Spain, Switzerland and Wallonia, Belgium, while in Portugal almost three times as many Japanese and South Korean comics were sold as in the same period of the previous year. The most popular series include “Demon Slayer”, “Naruto” and “My Hero Academia”.

  • Cookbooks cook on a big flame

It is well known that love goes through the stomach – and apparently many people (re) discovered their love for cooking during Corona. Double-digit growth rates for the “food and drink” product group in Italy (plus 24 percent), Spain (plus 22 percent) and Switzerland (plus 20 percent) speak for themselves. In the French-speaking countries of France and Wallonia, cookbooks even grew by 48 and 74 percent, respectively. Regional authors in particular ensure a good appetite.

  • Lifestyle and medical advice in demand

Guides are enjoying increasing popularity in these challenging times, especially on the topics of lifestyle / personal development (plus 48 percent in France, plus 25 percent in the Netherlands), finance (plus 25 percent in Italy) and health (plus 31 percent in Brazil , plus 24 percent in Portugal). Popular titles are long-running hits like Mark Manson’s “The Subtle Art of Shitting on It” and Robert TT Kiyosaki’s “Rich Dad Poor Dad”, but also new releases such as “Treating Corona naturally” (Dr. med. Johannes Wilkens, Dr. med. Frank Meyer ).

  • Esoteric books are gaining ground

The esoteric market is a comparatively small genre, but it is one of the biggest winners so far in 2021. The gains in the French-speaking countries amount to a strong 73 percent (Wallonia) and 60 percent (France), followed by an impressive 40 percent in Brasil. The residents of Flanders (plus 29 percent), Switzerland (plus 20 percent) and the Netherlands (plus 19 percent) are also currently enjoying access to esoteric books.

  • Travel guides at a higher level, but still in the red

The travel industry was or is particularly hard hit by the pandemic, which of course also has a direct impact on the travel book market. With the easing of the past few months, it can slowly recover from a still low level. While the decline was 44 percent a year ago in France, for example, an increase of eight percent was achieved in the first three quarters of 2021. The travel guide subcategory, however, continues to be in the red (minus six percent), as is the case in Switzerland (minus 13 percent) and Flanders (minus six percent).

About the study: The analysis is based on the physical book market figures for the first three quarters on a retail panel basis for Belgium (Flanders / Wallonia), Brazil, France, Italy, the Netherlands, Portugal, Spain and Switzerland.

If you are interested in further information and data on the international book market, please contact [email protected]

Press contact:

Hans Schmucker, [email protected]
Nadine Arend, [email protected]

Original content from: GfK Entertainment GmbH, transmitted by news aktuell


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