Growing e-book sales could lead to the Total Consumer Market being negative in 2011 as they hit 7% of the adult trade market, according to the head of the UK’s biggest publisher.

Hachette c.e.o. Tim Hely Hutchinson made the comments as industry chiefs unaminously earmarked digital as a key area of opportunity in 2011, with trade leaders stressing that the main challenge lay in supporting retailers in an uncertain economic environment.

Hely Hutchinson said: "For publishers, 2011 will see digital dominating again. We expect e-books to take perhaps 5%–7% of the adult trade market. That will cause TCM numbers to be negative again, even if the economy is picking up, and booksellers who are not getting a good share of e-book sales are going to find business tougher than ever."

Gardners commercial director Bob Jackson added: "I’m sure [retailers] can be as creative as they have been to date."

Booksellers Association chief executive Tim Godfray said that nearly 95% of all books sold in the UK in 2011 would be in print format. Booksellers would develop their offers, customer service and specialisations, he said.

Random House chief executive Gail Rebuck said: "Digital sales have reached a tipping point and will grow further next year, bringing many terrific opportunities as well as organisational challenges."