A study by the Juvenile Products Manufacturers Association (JPMA) states that the U.S. market for juvenile products made approximately $2.7 billion in manufacturer sales in 2008. According to the report, more than 75 percent of sales were made through mass merchandisers, discounters and specialists. Independent juvenile accounted for 16 percent of online dollar sales in 2008. The report also states that in 2008, 56 percent of total gross shipment from juvenile product manufacturers were estimated to be green and eco-friendly, compared to 41 percent in 2007.

JPMA defines the juvenile products market as everything for baby, from pre-natal to preschool, excluding food and apparel. JPMA’s figures represent total sales through major distribution channels, including mass merchandiser, discounters and specialists, independent juvenile, department stores, drug and grocery stores, warehouse clubs, and e-tailers.