Quiz Books and Bibles Lead Publishing Resurgence Amid Non-Fiction Decline
In a surprising turn for the publishing industry, quiz books have emerged as a standout success, bucking broader market trends with a remarkable surge in sales during 2025. According to data from NielsenIQ BookData, spending on quiz titles increased by nearly a quarter, marking the best performance for this genre since records began in 1998. This growth highlights a resilient appetite for trivia and entertainment-driven content among readers.
Bibles and Religious Titles Also See Sharp Increase
Alongside quiz books, Bibles experienced a significant uptick in popularity, with sales rising by 19% compared to the previous year. Industry research indicates that total Bible sales in the UK reached £6.3 million, representing an increase of £3.6 million from 2019 figures. This trend suggests a sustained demand for religious and inspirational literature, even as other non-fiction categories faced challenges.
Spin-Offs from Popular TV Shows Drive Quiz Book Sales
The bestselling quiz books at major retailers like Waterstones and Amazon are spin-offs from the ITV gameshow The 1% Club, hosted by comedian Lee Mack. Published by Transworld, a division of Penguin Random House, these titles have capitalised on the show's popularity, demonstrating how media crossovers can boost book sales. This synergy between television and publishing has proven particularly effective in engaging audiences.
Non-Fiction Sector Faces Significant Pressure
In contrast to the success of quiz books and Bibles, overall spending on non-fiction slumped to its lowest level since 2014, totalling £791 million—a 5% decline. The number of non-fiction books sold also decreased by 6% year-on-year, with 59 million copies purchased. This downturn reflects broader pressures in the non-fiction market, possibly due to shifting consumer interests or economic factors.
Fiction and Other Genres Show Mixed Results
While spending on adult fiction increased, the number of print fiction books sold dropped slightly by 0.5%. Combined print book sales across all genres were worth £1.81 billion in 2025. The data, released ahead of the London Book Fair, also noted growth in audiobook sales, comic strips, and graphic novels, indicating a diversification in how readers consume content.
Top Authors and Bestsellers of 2025
Richard Osman, known for his transition from quizshow host to fiction writer, topped the bestsellers list with The Impossible Fortune, the latest instalment in his Thursday Murder Club series. This book sold 478,000 copies, outpacing other popular titles like Charlie Mackesy's Always Remember and Freida McFadden's The Housemaid. McFadden's novel was adapted into a film starring Sydney Sweeney, released in December, which likely contributed to its sales momentum.
Children's author Julia Donaldson, famed for The Gruffalo, was the UK's bestselling author overall, with 3.3 million copies sold. Freida McFadden followed with 2.6 million copies, and Dav Pilkey, author of the Captain Underpants series, secured third place with 1.5 million sales. These figures underscore the enduring appeal of established authors in driving market performance.
Industry Insights and Future Outlook
Philip Stone, head of publisher account management at NielsenIQ BookData, commented on the findings, stating, "NielsenIQ BookData's 2025 findings reveal a resilient book market, with readers continuing to invest in stories despite a softer year overall. Fiction remained the standout performer, fuelled by strong growth in sci‑fi and fantasy, horror and graphic novels, while children’s and young adult books also saw encouraging gains in key areas. Non‑fiction faced greater pressure, though the popularity of trivia, quiz books and religious titles highlights sustained demand for escapism and insight."
The average cost of a book reached a record high of £9.52, up 2% from 2024, attributed to inflation and rising production costs. As the industry enters the National Year of Reading, there is optimism about inspiring more people to incorporate reading into their daily lives, leveraging the momentum from bestselling authors and innovative formats.
