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JPMA: Juvenile product sales remain constant in 2008

-- Kids Today, 11/1/2009 12:00:00 AM

The Juvenile Products Manufacturers Association has reported that the U.S. market for juvenile products was approximately $2.7 billion in manufacturer sales for 2008.

The juvenile products market is defined as everything for baby from pre-natal to pre-school excluding food and apparel. This figure represents total sales through all of the major distribution channels.

New product technologies are playing an important role in product design and innovation

Consumers are using information technology to research and learn about juvenile products. As a result of consumers’ savvy research abilities, companies are realizing the importance of online marketing efforts and are tailoring their outreach to reflect consumer demand.

Highlights of the statistical study include:

The majority of total dollar sales of juvenile products continue to be transacted through brick and mortar locations. More than 75% of sales were made through mass merchandisers, discounters and specialists.
The shift to online retail sales is becoming more apparent across all classes of trade. Independent juvenile is leading the transition with online sales accounting for 16% of dollar sales in 2008.
Juvenile products manufacturers are becoming more “green” and eco-friendly. In 2007, close to 41% of total gross shipment were estimated to be “green”, in 2008 this percentage increased to 56%.
In 2007, the number of babies born in the United States reached 4.315 million, higher than the peak of the 1957 baby boom. In the first full year of the recession, U.S. births fell to 4.247 million in 2008.

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