In last month's column, we looked at overall voluntary sales for2010. In this edition, we analyze the results further by looking atproduct line sales as well as platform. As we reported last month,total 2010 voluntary sales for all products was $5.243 billion(down about 3 percent over 2009), according to Eastbridge's annualU.S. Worksite Sales Report.

Voluntary life sales accounted for 25 percent of all voluntarysales. This gave life insurance the top market share for the secondyear in a row. New life sales were $1.331 billion for the year, upjust slightly (1.5 percent) over 2009. Term life generated the mostsales premium in 2010 with just under $930 million, down onepercent from 2009. Universal life and whole life sales had one ofthe few increases with $400 million in new sales, up almost eightpercent over 2009.

Disability products accounted for the next largest share ofvoluntary sales, coming in at 20 percent of the total. Both longand short-term disability sales were down again this year for thesecond year in a row. However, total disability sales were $1.046billion despite the three percent decrease. Short-term disabilityaccounted for 74 percent of all voluntary disability sales.

Accident sales accounted for 12 percent of total voluntary salesand hospital indemnity/supplemental medical was at 13 percent oftotal sales. These lines were followed by cancer and criticalillness, with a combined market share of 12 percent. Most productlines were either down or relatively flat as compared to 2009.Universal life/whole life (as noted above) was up as was vision andlong-term care.

The mix of sales between group and individual platform productshas almost reached an even split. Individual sales were only $25million more than group this year. The mix is now 49.8 percentgroup and 50.2 percent individual. Both lines experienced decreasesin 2010, but the individual line had a larger decrease (3.8percent) compared to group (1.9 percent).