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Market Research


Juvenile products sales on the rise

JPMA reports 2012 sales and sees increase in online buying trends


The Juvenile Products Manufacturers Association (JPMA) reports that the U.S.market for juvenile products was approximately $2.97 billion in manufacturer sales for 2012, up from $2.72 billion the previous year (+9.2%).

The juvenile products market is defined by this study as everything for infants and toddlers excluding consumables and apparel. This figure represents total sales through all distribution channels including mass merchandisers, discounters and specialists, independent juvenile, department stores, drug and grocery stores, warehouse clubs, and e-tailers.

Highlights of the statistical study include:

- More than $2.1 billion of juvenile products were sold through mass merchandisers, discounters, and specialists.
- Smaller companies transacted a much larger percentage of their total dollar sales through e-tailers and independent juvenile retailers than did mid-size and large companies in both 2011 and 2012.
- Small companies, with sales less than $5 million, experienced the largest shift in sales, dramatically increasing their transactions through e-tailers (40% in 2012 compared to 25% in 2011).

According to the recent study, Moms and Media 2013, on average, moms have five devices connected to the internet. With so many moms (and dads) connected, it’s no surprise parents are taking advantage of the ease of buying online. And according to this report, an overwhelming 83% of moms choose Facebook as the champion social networking service for connecting with brands and companies.

“The Internet has changed many aspects of life, including how we parent and shop for baby gear,” remarked Michael Dwyer, CAE JPMA Executive Director. “Parents today are tech-savvy and utilizing online resources for all things baby, including safety tips, connecting with friends and family, and researching and establishing relationships with their favorite products and brands.”

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