Pandemic life has continued to influence at-home baking, as evidenced by an increase in baking cookbook sales. According to The NPD Group, through October 29, 2021, year-to-date sales of baking cookbooks were 42 percent higher than they were last year.
NPD BookScan, which tracks print book sales in the US, reveals that baking books sales have enjoyed a strong year-over-year growth trend, resulting in an 11 percent compound annual growth rate (CAGR) over the past 10 years.
“At the height of the pandemic last year, many people turned to baking as a means to escape and pass the time, a trend that has remained strong well into 2021,” says Kristen McLean, books industry analyst for NPD. “People who were stuck at home last year found baking to be an enjoyable creative pursuit, and many others have discovered baking content on streaming video services and on social media to inspire them, so we expect its popularity will continue.”
This growing trend is supported by the rise of baking shows such as The Great British Baking Show on Netflix and other streaming platforms. In fact, baking cookbooks from The Great British Baking Show judge Paul Hollywood and former judge Mary Berry were among the top three best-selling baking cookbooks for the week ending November 6, 2021.
“The rise of the baking craze in the US is a multifaceted story, and one that gets told through several lenses,” McLean says. “Many people took up new creative pursuits during the pandemic, including baking, which is comforting, fun and achievable for just about everyone. People can watch popular baking shows on Netflix, see inspiring innovative content on social media and then buy books that help them create their own sweet culinary masterpieces at home. It’s great fun, especially as we head into the holidays.”