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This Packaged Facts report examines the $5.7 billion market for religious materials at the turn of the new millennium. Sales data and forecasts are provided for 1995-2004 across three product categories: books, stationery/giftware/merchandise and audio/visual/software. An extensive discussion of marketing strategies and new product trends reveals how marketers such as Thomas Nelson, EMI Christian Music Group, Zondervan and Tyndale House are tapping into Americans' increasing and far-flung interest in the spiritual realm. The report also provides detailed demographic data about the consumers most likely to purchase religious products.

Additional Information

Scope and Methodology

Scope of Report

As defined by this report, the U.S. market for religious publishing and products—referred to hereafter simply as the religious products market—encompasses products used primarily or exclusively in religious or spiritual practice, as well as products that have explicit religious/spiritual themes. Specific types of products covered include books, stationery, giftware, audio/video/software products, and assorted other merchandise with religious themes. Not included in this analysis are Christmas cards, ornaments, and other such Yuletide spirit items. Food products are also excluded from this report.

The discussion in this report centers on the Christian marketplace, but products related to other global religions (Judaism, Islam, and Buddhism), and to "New Age" and contemporary spiritual interests more broadly defined, also are included in this analysis.

Report Methodology

The information contained in this report is based on primary and secondary research. Primary research entailed consultations with industry executives, editors of trade journals, and industry consultants. Secondary research involved canvassing information and articles appearing in trade publications, government resources, company literature, independent financial reports, and product advertising. Statistics on market size and growth are based on a careful evaluation of all available information on sales and trends. In particular, estimates are based on statistics published by the Christian Booksellers Association (CBA) and by Christian Retailing. Figures provided on national consumer advertising expenditures by individual marketers are based on Competitive Media Reporting data, as reported in the trade press. The analysis of consumer trends and demographics is based primarily on Simmons Market Research Bureau data for fall 1998, which is based on a sample of 9,863 adults.

Categories Covered:

• Books
  • Bible Sales
  • Inspirational Books
  • Religious School Curricula
• Stationery/Giftware/Merchandise
• Statues And Icons
• Greeting Cards
• Apparel
• Jewelry
• Church Supplies

Audio/Video/Software

• Music Labels
• Music Distributors
• Music Publishers

Issues Addressed:

• Market Size And Growth To 2004
• Factors Affecting Market
• New Product Development
• “Mainstreaming” Of Religious Products
• Distribution And Retail Systems
• Advertising Dollars
• Consumer Profile
• Internet Influence

Interesting Highlights:

• Market Share By General Distribution Channels
• Market Share By Category
• Growth Of U.S. Christian Denominations

Competitive Profiles:

• Bertelsmann Ag
• News Corp.
• Thomas Nelson Inc.
• Tyndale House Publishers
• Broadman & Holman
• Hampton Roads Publishing
• Health Communications, Inc.
• Jewish Publication Society
• Logos Research Systems
• Parsons Technology
• Snow Lion Publications
• Wisdom Publications
• Gaylord Entertainment Co.
• Provident Music Group
• Thorn Emi Plc/Emi Music
• Bethany House Publishers
• Cook Comm. Ministries
• Harold Shaw Publishers
• Integrity, Inc.
• Kregel Publishers
• Moody Press
• Paulist Press
• Tarcher Books
• Jewish Lights Publishing
• Shambhala Publications
• Time Warner
• Big Idea Productions, Inc.
• Crossway Books/Good News Pub.
• Harvest House Publisher
• Intervarsity Press
• Liguori Publications
• Parallax Press
• Simon & Schuster
• Ulysses Press

Hours of Research: 800

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