Data shows that quiz books are the answer to declining non-fiction book sales in publishing

If the question is what genre bucked the publishing trend to record a significant rise in readership last year, the answer is clear: quiz books.

Spending on titles rose by about a quarter in 2025, data from NielsenIQ BookData suggests. This has been the best year for quiz books since registration began in 1998, according to the company, which runs ISBN and SAN agencies in the UK and Ireland.

There was also a sharp increase in spending on Bibles, with sales up 19% from the previous year. Industry research found that total sales of Bibles in the UK reached £6.3 million, an increase of £3.6 million on 2019 sales.

Bestselling quiz books from Waterstones and Amazon are spin-offs of the game show The 1% Club, which is broadcast on ITV and hosted by Lee Mack. Published by Transworld, a division of Penguin Random House.

However, spending on non-fiction books fell to its lowest level since 2014, at £791 million, a fall of 5%. A total of 59 million books were sold, a decrease of 6% year over year.

Spending on adult novels rose, although the number of print fiction books sold fell slightly by 0.5%.

Combined print book sales were worth £1.81 billion. The data was published ahead of the London Book Fair, the trade fair for publishers, which starts on Tuesday.

Philip Stone, Head of Publisher Account Management at NeilsenIQ BookData, said: “NielsenIQ BookData’s 2025 results reveal a resilient book market, with readers continuing to invest in stories despite a generally weak year.

“Fantasy remained the standout performer, supported by strong growth in science fiction, fantasy, horror and graphic novels, while children’s and young adult books also saw encouraging gains in key areas.

“Non-fiction books have faced greater pressure, although the popularity of trivia books, quiz books and religious titles highlights the continuing demand for escapism and insight.”

The average cost of a book has reached record levels. Its price is £9.52, which is 2% higher than in 2024. The increase is due to inflation and the higher cost of producing books.

Audiobook sales have also risen, as have comics and graphic novels.

Game show host turned fiction writer and podcaster Richard Osman’s latest installment in his Thursday Murder Club series, The Impossible Fortune, has topped NielsenIQ’s 2025 bestseller list.

It sold 478,000 copies, according to the data, beating “Always Remember” by Charlie Mackey and “The Maid” by Freda McFadden.

Children’s author Julia Donaldson, best known for her novel The Gruffalo, was the best-selling author in the UK, with 3.3 million copies sold.

Macfadyen, which has sold 2.6 million copies, adapted The Housemaid for a film starring Sidney Sweeney, which was released in December.

In third place came Dav Pilkey, author of the children’s film series Captain Underpants, which sold $1.5 million.

“With bestselling authors like Richard Osman, Frieda McFadden, Julia Donaldson and Dav Pilkey leading another strong year, publishers, booksellers and authors continue to keep the market active, innovative and full of opportunity,” Stone added.

“The momentum feels particularly timely as we enter the National Year of Reading and work to inspire more people across the UK to make reading a regular part of their lives.”