The raunchy Fifty Shades trilogy helped to deliver a boom in supermarket book sales last year.

The grocery multiples increased their share of the book market from 9% to 9.9% in 2012 [Kantar Worldpanel 52 w/e 23 December 2012], with retailers listing the Fifty Shades series, The Hunger Games books and celebrity cook books among the best-performing products.

“Fifty Shades brought new customers into the books market who tended to purchase from mass-market retailers like us,” said Sainsbury’s entertainment category manager Matt Newman.

Tesco said deals on paperbacks such as its ‘book of the week’ and two-for-£7 promotion had been key to its offer.