JPMA Says Juvenile Product Sales Remained Steady in 2008

The Juvenile Products Manufacturers Association (JPMA) released its 2008 report on the U.S. market for juvenile products, noting manufacturer sales accounted for approximately $2.7 billion last year. That number covers all products designed for babies from pre-natal to preschool age with the exception of food and apparel, and represents total sales through all major distribution channels, including mass merchandisers, discounters and specialists, independent juvenile, department stores, drug and grocery stores, warehouse clubs and e-tailers.

Consumer lifestyles have changed and so have their shopping habits, the study confirmed. Today’s parents are more safety-minded and eco-aware, and they are seeking out cost-effective, value-oriented products. With parents moving online to research and learn about juvenile products, online marketing efforts are becoming increasingly important. The study also highlighted these facts:

• Brick and mortars still account for the majority of total dollar sales of juvenile products, as more than 75 percent were made through mass merchandisers, discounters and specialists.
• However, the shift to online retail sales is becoming more apparent across all classes of trade, and independent juvenile is leading the transition with online sales accounting for 16 percent of dollar sales in 2008.
• Juvenile products manufacturers are becoming more eco-friendly.
• While the number of babies born in the United States reached 4.315 million in 2007—higher than the peak of the 1957 baby boom—that rate fell to 4.247 million in 2008, the first full year of the recession.

For more details, on the report, visit www.jpma.org.

In the Nov/Dec issue: Tips for boosting bedding sales The 2010 trade show preview Profiles of the 2009 Earnie winners Plus: Color makes a splash in the specialty sportswear category Coming In January: Present Principles: The rules for stocking gift items Head of the Class: School uniforms keep pace with fashion Major Step: Tips for selling department stores Winter Wear: The new look in outerwear

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