Continued growth of publishing for children and young people

Italian publishing for children and young people continues to be one of the most buoyant sectors, so much so that in 2023 it grew by 1% in value and 0.5% in copies, with a total turnover of €274 million and 22 million copies sold, compared to the previous year, and this happened despite the Italian demographic crisis. Compared to 2019, growth is also up by 14% in terms of commercial value and +10% in terms of copy sales. The number of books sold per child has thus increased from 2.58 to 3.03 over 4 years (+18%).

Growth by age group

This increase is mainly attributable to books for children aged 0 to 5 years, which grew by 19% compared to 2019, while the 6-9 year old segment recorded a growth of 0.6%, and the 10-13 year old a growth of 3.9%.

This subgenre typifies the true excellence of the Italian market, and belongs to one of the very few segments within the general publishing industry (including fiction and non-fiction sold in physical and online bookstores, as well as supermarkets) that experienced growth in 2023 compared to all previous years, including 2021, which was a record-breaking year. Even when compared to 2022, the scenario remains unchanged, as it is still books for children between 0 and 5 years that determine the direction of the market: (up by 7% in value and 5% in copies sold). This performance is so positive that it compensates for the decline in sales to subsequent age groups.

The fact that the market is growing thanks to younger children is certainly good news, as it is a prerequisite for shaping the readers of tomorrow.

Growth despite inflation

It is worth noting that growth occurred despite the inflationary environment: while the consumer price index increased by +15.7% in 2023 compared to 2019, the average sale price of children's books increased during the same period by a much lower rate (+4%). More generally, despite the erosion of purchasing power among families, children’s books have maintained their central position in the consumption habits of Italian households, also thanks to the fact that the publishing industry has absorbed the rise in production costs.

Behind these very positive values of 2023 lies an editorial policy capable of addressing the most receptive segments of the population, and a network of bookstores (both general and specialised), initiatives (#ioleggoperché and others), and printers. We must also mention the excellence of Italian authors and illustrators, which is also recognised abroad: children’s publishing is confirmed as the genre driving the export of Italian rights, accounting for 35% of the total.

Article produced by the Italian Publishers Association Studies Office (AIE).