Popularity of Diet and Exercise Books
High Proportion of Health Book Purchases Among Readers in Their 30s
With the approach of summer, books on topics such as dieting and exercise, often referred to as "body transformation," have been gaining popularity.
According to a survey by Kyobo Bookstore released on May 20, books that focus on forming healthy habits and restoring physical function, rather than temporary weight loss, have ranked high on the bestseller list compiled from January 1 to May 18 of this year.
According to the "Monthly Sales Share Survey of Health Books from 2020 to 2024," books on diet, exercise·training, and coaching·training showed a clear trend of increasing demand starting in May, peaking in July. In particular, in July, which marks the beginning of summer, the sales share for these categories reached 9.5%, the highest point of the year. During winter, the average share was in the 8% range, indicating a seasonal contrast.
By age group, women in their 30s accounted for the highest proportion of purchases at 19.3%, followed by women in their 40s (15.4%) and men in their 30s (12.2%). This indicates that women in their 30s and 40s, who tend to be more interested in social activities and self-care, are the most active readers in the areas of health and body management. At the same time, the proportion of men in their 30s was also notable in the diet category, which has traditionally had a higher female readership.
Monthly Sales Share of Diet, Exercise/Training, and Coaching/Training Books (Total from 2020 to 2024). Kyobo Bookstore
This trend appears to be continuing in 2025. The bestseller list for 2025 also shows that books focusing on forming healthy habits and restoring physical function, rather than temporary weight loss, have ranked high. Books that reflect the demand of readers seeking "customized exercise methods" tailored to their bodies?such as stretching, Pilates, and functional exercises?are enjoying widespread popularity.
Kyobo Bookstore analyzed, "This result reflects the movement of readers who are starting body management ahead of the season when clothing becomes lighter." The company added, "Women in their 30s and 40s, who are highly interested in social activities and self-care, have emerged as the most active readers in health and body management. It is also noteworthy that the proportion of men in their 30s has become more prominent in the diet category, which has traditionally been dominated by women."
In line with these findings, Kyobo Bookstore is running an online reading community event called "Let's Exercise Together! Online Playground" until May 31 to encourage healthy living. This special event is designed so that readers can experience the joy of exercising together through a 30-day exercise certification challenge in collaboration with various exercise crews.
Participants can choose from activities such as running, yoga, Pilates, fitness, and swimming, and those who exercise for 30 days will receive various benefits, including Kyobo Bookstore e-gift certificates. During the event, participants will receive e-gift certificates in proportion to the number of days they exercise, and they can share and encourage each other's experiences through online comments.
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