In a sign of growth opportunity for the U.S. bakeware and accessories business, market research and analytics company Circana reported that retail unit sales of baking cookbooks in 2025 have advanced more than 80% year over year.
While the overall cookbook category remains flat, more than 800,000 baking cookbooks have sold during the past 12 months, according to Circana. This reflects a broader consumer shift toward home baking as both a hobby and tradition as the 2025 holiday season approaches, the company said.
“Sweet Tooth,” by Sarah Fennel, is currently leading the growth unit sales this year, but the momentum extends beyond a single bestseller, Circana reported.
The top-performing baking cookbooks, according to Circana, underscore several key themes driving consumer interest:
- Skill Building: Many of the fastest-growing titles focus on making baking approachable — offering reliable, tested recipes that build confidence in the kitchen.
- Small-Batch Recipes: Reflecting a desire for indulgence in moderation, several books feature scaled-down recipes in smaller quantities and perfect for everyday enjoyment
- Dietary Inclusivity: With gluten-free, dairy-free, and egg-free options increasingly common, other top-growing titles cater to various dietary needs.
- Comfort and Nostalgia: Familiar and vintage recipes tap into the emotional connections and cherished traditions associated with baked goods
“These cookbook subject trends suggest that consumers are seeking an accessible and personalized home baking experience that balances indulgence with practicality,” said Brenna Connor, books industry analyst at Circana. “People are baking for pleasure and for skill-building while balancing wellness and dietary requirements. Emotional fulfillment and creating meaningful experiences also play a role.”
The increase in baking cookbook sales, according to Circana, mirrors the broader trend of baking at home outperforming bakery sales. Circana data shows sales of baking products are up 1% this year, through September, in contrast to bakery sales, which are down 2%. Drivers of growth in the baking aisle include candy-making kits, up 22%; graham cracker crumbs, up12%, and baking essentials such as flour and spices, each up 5%.
About one-third of baking aisle sales occur in the fourth quarter of the year. Cross-merchandising bakeware with baking ingredients presents a strategic opportunity to inspire shoppers and grow baskets in a single trip, according to Circana.
“People are rediscovering the satisfaction of baking at home, especially as familiar favorites like cookies, cakes, and brownies are the top homemade baked goods consumed, according to Circana’s National Eating Trends data,” said Darren Seifer, industry advisor for consumer goods and foodservice at Circana. “Retailers and manufacturers who lean into this trend — by pairing baking ingredients with commonly-owned tools and easy-to-use kits — can inspire confidence in the kitchen, unlock incremental growth, and meet shoppers where inspiration strikes.”
