Sales of Christian products grew to $4.34 billion in 2004, up from $4.2 billion in 2002, and $4 billion in 2000, according to the new Size of the Industry study conducted by CBA. The Christian retail channel continued to distribute the majority market share (53%) of a still-expanding marketplace of Christian products, while general market channels sold 31% and other channels sold 16%.

The trade association's study assessed the total volume of Christian product sales by its member suppliers through all distribution channels, including the Christian retail channel, general market channels (warehouse clubs, mass merchandisers, and “big box” bookstores), and other channels (direct-to-consumer, church, and non-profit ministry sales).

The study revealed that while dollar volume of sales through the general market channels grew 22%, the market share decline in the Christian retail channel has slowed from a 5% drop between 2000 and 2002 to 3.5% between 2002 and 2004.

“This study mirrors the progress-and challenges-we are seeing in the industry,” CBA President Bill Anderson noted. “As overall sales of Christian products have increased through all distribution channels, the Christian retail channel alone still sells the lion's share of these products, nearly 23% more than the various general market channels combined. We've stemmed the tide, but we still have to be more aggressive in competing for market share.”