Adult colouring magazines are continuing to outperform other magazine categories as the fastest growing sub-segment, generating £7m in just over 12 months.
From September 2015 to February 2016, the colouring and drawing segment was the fastest growing category according to Smiths News, ranking 23rd out of 155 regular magazine sub-segments.
A Smiths News spokesman said: “We have now started to classify ‘crafts – colouring & drawing’ as a separate market sub-segment. It has already secured 0.8% of total market share in terms of sales value, which is on par with gardening, science and puzzles.”
To ensure maximum profit from the colouring trend, retailers are recommended to spend time producing creative and visually pleasing displays in high footfall areas
GMC Publications, which launched the first colouring magazine – Zen Colouring – in the UK in April 2015, said this sector had generated a total of £7m retail sales value in just over 12 months.
According to the publisher, there are 27 regular colouring titles on sale, with Zen Colouring the market leader, accounting for more than 22.5% of sales. Out of the 27 products, Zen Colouring is ranked in the top three titles for sales through independents and symbol groups.
A GMC Publications spokesman said: “To ensure maximum profit from the colouring trend, retailers are recommended to spend time producing creative and visually pleasing displays in high footfall areas. However, retailers should also avoid displaying too many titles together, as too much choice can reduce the number of impulse purchases.”
According to the publisher, retailers should also merchandise complementary products together, such as pencils and colouring pens, next to popular colouring titles to boost incremental purchases.