McLean, VA – SnowSports Industries America (SIA) has released its 2011 SIA Youth Snow Sports Market Intelligence Report that analyzes the buying behavior of snow sports participants ages 17 and under. Kids are a highly influential demographic in the snow sports market, and what they are doing and purchasing today drives innovation and ultimately the products of tomorrow.

“If you need to take a closer look into the kids’ snow sport market, this is the place to get everything you need,” says SIA Director of Research, Kelly Davis.

According to the report’s 4th annual edition, kids-specific snow sports products represented over $296 million in sales last season, $191 million of which was sold in specialty shops. Snowboarding remains the most popular snow sport for kids, with boys dominating participation. Even though snowboard sales declined overall in 2010-11, sales of freeride boards jumped 38 percent.

Sales of youth ski systems with integrated skis and bindings were up 15 percent in 2010-11. With high safety concerns for the youth market, helmet sales continued to increase, up 17% in unit sales last season.

In other findings from the report, researchers determined that 739,000 kids participated in cross-country skiing last winter. Popularity of snowshoes for girls grew last season by 114 percent.