Bagging A Cookbook Bargain Over Christmas
Whether a gift for themselves or a gift for a friend, Australians are hungry for cookbooks, especially in the final weeks leading up to Christmas. In 2017, a total of $14.8 million of cookbooks went through the tills during the four weeks leading up to Christmas, accounting for close to a quarter of 2017’s total cookbook sales.
In 2017 Santa was generous to Australian cookbook buyers. Traditionally Christmas sees the release of the most expensive cookbooks in the year, often from celebrity chefs. However, the intense competition for stocking space led to the steepest discount period by retailers in 2017 - 31% off the recommended retail price on average in the 2017 pre-Christmas period. This competition keeps the average sale price at $29, a marginal increase over the yearly average of $27.90.
BOOK WORMS HUNGRY FOR COOKBOOKS
Australia’s grocery shoppers are being influenced by their health and wellness aspirations, but what cookbooks are they purchasing for meal preparation inspiration?
Star power drives the biggest cookbook sales. Cookbooks from celebrity chefs such as Jamie Oliver, Donna Hay and Maggie Beer continue to dominate the top 10 Australian cookbook sales.
However, there is a distinct appetite for books on healthy lifestyles such as low carb alternatives, gut health and weight loss. A shift in focus on diet and lifestyle, titles such as Michael Mosley’s The Clever Guts Diet and The 8-Week Blood Sugar Diet and Kayla Itsines The Bikini Body 28-Day Healthy Eating and Lifestyle Guide ranked in the 2017 bestselling list.
The Australian market offers myriad cookbook options with 17,800 unique titles recorded in 2017, contributing to 2.2 million cookbooks sold worth over $62.1 million dollars. What’s more, Australians love to purchase cookbooks so much, that they represent 15% of all non fiction book sales.
To further explore the cookbook market in Australia, Nielsen BookScan has launched the annual Nielsen Book Bitesize Report. The report contains detailed information on the food and drink sector and provides comprehensive insights into market trends, including monthly sales trends, genres, bestselling titles and authors, publishers, sales at various price points and discounting levels. To enquire about the report, click here.
ABOUT NIELSEN BOOK BITESIZE REPORT - THE FOOD & DRINK BOOK MARKET IN AUSTRALIA
The report contains detailed information on the Food & Drink sector and provides comprehensive insights into market trends including monthly sales trends, genres, bestselling titles and authors, publishers, sales at various price points, and discounting levels.
- Overview of the Australian Food & Drink sector
- What’s driving the market?
- Price points and discounting
- The publishing landscape
ABOUT NIELSEN BOOKSCAN
Nielsen BookScan is the world’s first continuous retail sales monitoring service for print books, based on electronic point of sale data collected directly from tills and despatch systems.
Nielsen BookScan monitors sales from high street and internet book shops, supermarkets, museums, specialist shops and independent bookshops in ten territories: UK, Ireland, Australia, New Zealand, South Africa, India, Italy, Spain, Mexico and Brazil.
Data is available via subscription or on an ad-hoc basis and can be catered to your organisation’s size and needs.