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Foot Care Products - US - December 2009

After years of increases, foot care product sales declined sharply in 2009. Higher unemployment and lower consumer confidence are taking their toll on this category, causing more consumers to leave minor foot care problems untreated and others to switch to lower-priced private labels. The central challenge facing this category – that many sufferers seem willing to limp along with their foot problems rather than take steps to solve them – is as big a challenge as ever.

This report provides an in-depth analysis of the foot care product category and guidance for marketers and retailers looking to build sales and share or reinvigorate the category. Included are:

  • Sales and market share trends for foot care devices and foot care/athlete’s foot medications
  • An examination of the success of Ped Egg, an unconventional product supported by unconventional marketing, and proof that even in a difficult economy category growth is possible
  • An overview of broader economic, demographic, and health-and-wellness dynamics at play in the foot care products category
  • Exclusive consumer research on the prevalence of foot pain and irritation, its causes, the variety of ways that sufferers go about alleviating it, as well as attitudes and behaviors toward pedicures and high heels
  • An analysis of recent new product launches in foot care
  • A look at consumer advertising from category leader Dr. Scholl’s and other brands

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                • Executive Summary

                  • Market at a glance
                    • Declining economy reverses positive sales trend
                      • Caught in the middle
                        • Dr. Scholl’s anchors device segment
                          • Ped Egg provides a jolt
                            • Medication segment suffers from lack of news and attention
                              • Drug channel’s health and beauty expertise a key asset in foot care
                                • Aging population, aging feet
                                  • Schering-Plough (now Merck) remains a dominant force in category
                                    • Apart from Dr. Scholl’s, most brands don’t advertise heavily
                                      • Key research findings
                                      • Insights and Opportunities

                                        • What’s the big idea?
                                          • Foot traffic
                                            • Enter Ped Egg
                                              • What’s next?
                                                • Leverage the link between foot health and general health
                                                  • Grant permission to pamper
                                                    • Zero in on Baby Boomers’ feet
                                                    • Inspire Insights

                                                        • Fit for your feet
                                                          • What we’ve seen
                                                            • Cool vending
                                                              • Need a quick fix?
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Declining economy reverses positive sales trend
                                                                    • Figure 1: Total U.S. retail sales of foot care products, at current prices, 2004-14
                                                                    • Figure 2: Total U.S. retail sales of foot care products, at inflation-adjusted prices, 2004-14
                                                                  • Walmart sales
                                                                  • Competitive Context

                                                                    • Caught in the middle
                                                                      • If the shoe fits…
                                                                        • Recession-induced inertia
                                                                        • Segment Performance

                                                                          • Devices have driven growth in FDMx, but both segments face decline in 2009
                                                                            • Figure 3: U.S. sales and forecast of foot care products, by segment, at current prices, 2004-14
                                                                            • Figure 4: Sales of foot care products, by segment, 2007 and 2009
                                                                        • Segment Performance—Foot Care Devices

                                                                          • Key points
                                                                            • Dr. Scholl’s anchors segment, Ped Egg provides a jolt
                                                                              • Figure 5: U.S. sales and forecast of foot care devices, 2004-14
                                                                          • Segment Performance—Foot Care/Athlete’s Foot Medications

                                                                            • Key points
                                                                              • Segment suffers from lack of news and attention
                                                                                • Figure 6: U.S. sales and forecast of foot care medications, 2004-14
                                                                            • Retail Channels

                                                                              • Key points
                                                                                • Category emphasis on health and beauty lines well suited to drug stores
                                                                                  • Figure 7: U.S. sales of foot care products, by retail channel, 2007 and 2009
                                                                                • Private label better developed in drug channel
                                                                                  • Figure 8: Private label market share, by channel, 2008 and 2009
                                                                              • Retail Channels—Drug Stores

                                                                                • Key points
                                                                                  • Healthcare expertise an asset in driving foot care sales
                                                                                    • Beauty care also a plus
                                                                                      • Figure 9: U.S. sales of foot care products at drug stores, 2003-09
                                                                                  • Retail Channels—Other FDMx

                                                                                    • Key points
                                                                                      • Other channels trail drug stores but generate significant foot care business
                                                                                        • Figure 10: U.S. sales of foot care products at other FDMx channels, 2004-09
                                                                                    • Market Drivers

                                                                                      • Key points
                                                                                        • Aging population, aging feet
                                                                                          • Figure 11: Population aged 18 or older, 2004-14
                                                                                        • Rising diabetes rates increase need for foot care
                                                                                          • Figure 12: Increase in age-adjusted diabetes among adults aged 20+, by gender, 1988-2006
                                                                                          • Figure 13: Incidence of diabetes among adults aged 20+, by age, 2003-06
                                                                                        • Increasing obesity puts more pressure on feet
                                                                                          • Figure 14: Age-adjusted prevalence of overweight and obesity among U.S. adults aged 20+, 1988-2006
                                                                                      • Leading Companies

                                                                                        • Key points
                                                                                          • Schering-Plough (now Merck)
                                                                                            • TeleBrands
                                                                                              • Novartis
                                                                                                • Figure 15: FDMx sales of leading foot care product companies, 2008 and 2009
                                                                                            • Select Brand Analysis—Foot Care Devices

                                                                                              • Key points
                                                                                                • Dr. Scholl’s extends its lead by meeting a variety of specific needs
                                                                                                  • Ped Egg introduces novelty into segment
                                                                                                    • ProFoot grows as alternative to Dr. Scholl’s
                                                                                                      • Figure 16: Manufacturer and brand FDMx sales of foot care devices, 2008 and 2009
                                                                                                  • Select Brand Analysis—Foot Care/Athlete’s Foot Medication

                                                                                                    • Key points
                                                                                                      • With little innovation from leading brands, private label continues to climb
                                                                                                        • Figure 17: Manufacturer and brand FDMx sales of pet supplies, 2008 and 2009
                                                                                                    • Brand Qualities

                                                                                                      • Dr. Scholl’s maintains a leadership stance
                                                                                                        • ProFoot holds its (middle) ground
                                                                                                        • Innovation and Innovators

                                                                                                          • New products tend to promise either emotional or rational benefits
                                                                                                            • Pampering
                                                                                                              • Rescue, relieve, repair
                                                                                                              • Advertising and Promotion

                                                                                                                • Overview
                                                                                                                  • Figure 18: Measured advertising spending for select foot care product brands, 2007 and 2008
                                                                                                                • Dr. Scholl’s ads focus on new trial of insoles
                                                                                                                  • A way to end the suffering caused by high heels
                                                                                                                    • Figure 19: Dr. Scholl’s For Her TV spot, 2009
                                                                                                                  • An affordable alternative to expensive orthotics
                                                                                                                    • Figure 20: Dr. Scholl’s Custom Fit TV spot, 2009
                                                                                                                  • A cost-effective alternative to new shoes
                                                                                                                    • Figure 21: Dr. Scholl’s Sport Gel TV spot, 2009
                                                                                                                  • Greater comfort in everyday situations
                                                                                                                    • Figure 22: Dr. Scholl’s Gel Inserts TV spot, 2009
                                                                                                                  • Athlete’s foot ads set toes afire to cue fast relief
                                                                                                                    • Figure 23: Lotrimin Ultra TV spot, 2009
                                                                                                                  • Ped Egg capitalizes on “schlocky” product demo
                                                                                                                    • Figure 24: Ped Egg TV spot, 2009
                                                                                                                • Incidence of Foot Pain/Irritation

                                                                                                                  • Key points
                                                                                                                    • Foot pain and irritation common, especially among women
                                                                                                                      • Figure 25: Incidence of foot pain/irritation, by gender, September 2009
                                                                                                                    • Older adults more likely to have specific foot problems
                                                                                                                      • Figure 26: Incidence of foot pain/irritation, by age, September 2009
                                                                                                                  • Reasons for Foot Pain/Irritation

                                                                                                                    • Key points
                                                                                                                      • Foot pain a seemingly inevitable result of daily life
                                                                                                                        • Figure 27: Reasons for foot pain/irritation, by gender, September 2009
                                                                                                                        • Figure 28: Reasons for foot pain/irritation, by age, September 2009
                                                                                                                    • How Sufferers Alleviate Foot Pain/Irritation

                                                                                                                      • Key points
                                                                                                                        • A bit of pampering more likely than product use
                                                                                                                          • Figure 29: Methods of alleviating foot pain/irritation, by gender, September 2009
                                                                                                                        • Boomer feet a prime target
                                                                                                                          • Figure 30: Methods for alleviating foot pain/irritation, by age, September 2009
                                                                                                                      • Use of Foot Care Products

                                                                                                                        • Key points
                                                                                                                          • Women more likely to use most foot comfort and care products
                                                                                                                            • Figure 31: Use of foot comfort and care products, by gender, September 2009
                                                                                                                          • Older adults more likely to use inserts
                                                                                                                            • Figure 32: Use of foot comfort and care products, by age, September 2009
                                                                                                                          • Foot odor-fighting products skew male
                                                                                                                            • Figure 33: Use of foot odor fighting products, by gender, September 2009
                                                                                                                          • Few adults currently use products for specific foot ailments
                                                                                                                            • Figure 34: Use products for specific foot ailments, by gender, September 2009
                                                                                                                          • Use of ailment-specific products drops off after age 65
                                                                                                                            • Figure 35: Use products for specific foot ailments, by age, September 2009
                                                                                                                        • Pedicure Attitudes and Behavior

                                                                                                                          • Key points
                                                                                                                            • Pedicures more commonplace among women… and men
                                                                                                                              • Figure 36: Pedicure usage, by gender, September 2009
                                                                                                                              • Figure 37: Pedicure usage, by age, September 2009
                                                                                                                              • Figure 38: Pedicure usage, by household income, September 2009
                                                                                                                            • Many concerned with cleanliness at nail salons
                                                                                                                              • Figure 39: Pedicure attitudes, by gender, September 2009
                                                                                                                              • Figure 40: Pedicure attitudes, by age, September 2009
                                                                                                                          • Attitudes and Behavior Concerning High Heels

                                                                                                                            • Key points
                                                                                                                              • Fashion news flash: high heels cause foot pain and discomfort
                                                                                                                                • Higher heels create opportunities for foot care marketers, fitness centers
                                                                                                                                  • Figure 41: Attitudes and behaviors concerning high heels, by age, September 2009
                                                                                                                              • Impact of Race/Hispanic Origin

                                                                                                                                • Key points
                                                                                                                                  • Physical activity leads to general foot pain among Hispanics
                                                                                                                                    • Figure 42: Incidence of foot pain/irritation, by race/Hispanic origin, September 2009
                                                                                                                                    • Figure 43: Reasons for foot pain/irritation, by race/Hispanic origin, September 2009
                                                                                                                                  • Hispanic and Black sufferers more likely to turn to a variety of treatments
                                                                                                                                    • Figure 44: Methods for alleviating foot pain/irritation, by race/Hispanic origin, September 2009
                                                                                                                                  • Black and Hispanic women far more likely to endure the pain of heels
                                                                                                                                    • Figure 45: Attitudes and behaviors concerning high heels, by race/Hispanic origin, September 2009
                                                                                                                                  • Black and Hispanic foot pain suffers go for a bit of pampering
                                                                                                                                    • Figure 46: Use of foot comfort and care products, by race/Hispanic origin, September 2009
                                                                                                                                • Custom Consumer Groups

                                                                                                                                  • Parenthood causes sore feet…
                                                                                                                                      • Figure 47: Reasons for foot pain/irritation, by gender and presence of children, September 2009
                                                                                                                                    • … but moms and dads approach the pain differently
                                                                                                                                        • Figure 48: Methods for alleviating foot pain/irritation, by gender and presence of children, September 2009
                                                                                                                                      • For Hispanics of all ages, foot pain is the result of physical activity
                                                                                                                                        • Figure 49: Reasons for foot pain/irritation, by race/Hispanic origin and age, September 2009
                                                                                                                                      • Hispanics of all ages employ a variety of means to alleviate foot pain
                                                                                                                                        • Figure 50: Methods for alleviating foot pain/irritation, by race/Hispanic origin, September 2009
                                                                                                                                    • Cluster Analysis

                                                                                                                                        • Pedicureless non-users
                                                                                                                                          • Supportive-shoe shooers
                                                                                                                                            • Medicated multi-treaters
                                                                                                                                              • Characteristic tables
                                                                                                                                                • Figure 51: Foot pain clusters, September 2009
                                                                                                                                                • Figure 52: Incidence of foot pain/irritation, by foot pain clusters, September 2009
                                                                                                                                                • Figure 53: Reasons for foot pain/irritation, by foot pain clusters, September 2009
                                                                                                                                                • Figure 54: Treatments used for foot pain/irritation, by foot pain clusters, September 2009
                                                                                                                                                • Figure 55: Use of foot comfort and care products, by foot pain clusters, September 2009
                                                                                                                                                • Figure 56: Pedicure incidence, by foot pain clusters, September 2009
                                                                                                                                              • Demographic tables
                                                                                                                                                • Figure 57: Foot pain clusters, by gender, September 2009
                                                                                                                                                • Figure 58: Foot pain clusters, by age group, September 2009
                                                                                                                                                • Figure 59: Foot pain clusters, by household income group, September 2009
                                                                                                                                                • Figure 60: Foot pain clusters, by race, September 2009
                                                                                                                                                • Figure 61: Foot pain clusters, by Hispanic origin, September 2009
                                                                                                                                              • Cluster methodology
                                                                                                                                              • IRI/Builders Panel Data—Key Household Purchase Measures

                                                                                                                                                • Foot care products
                                                                                                                                                  • Foot care devices
                                                                                                                                                    • Brand map
                                                                                                                                                      • Figure 62: Brand map, selected brands of foot care devices, buying rate by household penetration, 2008*
                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                      • Key purchase measures
                                                                                                                                                        • Figure 63: Key purchase measures for the top brands of foot care devices, by household penetration, 2008*
                                                                                                                                                      • Foot care/athlete’s foot medication
                                                                                                                                                        • Brand map
                                                                                                                                                          • Figure 64: Brand map, selected brands of foot care/athlete’s foot medication, buying rate by household penetration, 2008*
                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                          • Key purchase measures
                                                                                                                                                            • Figure 65: Key purchase measures for the top brands of foot care/athlete’s foot medication, by household penetration, 2008*
                                                                                                                                                        • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                            • IRI Consumer Network Metrics
                                                                                                                                                            • Appendix: Other Useful Consumer Tables

                                                                                                                                                                • Figure 66: Attitudes and behaviors concerning high heels, by household income, September 2009
                                                                                                                                                                • Figure 67: Use of foot odor fighting products, by age, September 2009
                                                                                                                                                                • Figure 68: Pedicure attitudes, by household income, September 2009
                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                              Companies Covered

                                                                                                                                                              • American College of Foot and Ankle Orthopedics Medicine (ACFAOM)
                                                                                                                                                              • American Diabetes Association
                                                                                                                                                              • American Dietetic Association (ADA)
                                                                                                                                                              • American Podiatric Medical Association (APMA)
                                                                                                                                                              • Brown Shoe Company Inc
                                                                                                                                                              • Burt's Bees Inc.
                                                                                                                                                              • Centers for Disease Control and Prevention
                                                                                                                                                              • Chattem, Inc.
                                                                                                                                                              • Christian Dior
                                                                                                                                                              • Clorox Company , The
                                                                                                                                                              • Combe Incorporated
                                                                                                                                                              • Federal Trade Commission
                                                                                                                                                              • Greenfield Online
                                                                                                                                                              • Kimberly-Clark Corporation
                                                                                                                                                              • Merck & Co. Inc.
                                                                                                                                                              • Merrell
                                                                                                                                                              • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                              • National Institutes of Health
                                                                                                                                                              • Novartis Pharmaceuticals Corporation
                                                                                                                                                              • Pedorthic Footwear Association (PFA)
                                                                                                                                                              • Pfizer Inc
                                                                                                                                                              • ProFoot Inc.
                                                                                                                                                              • Revlon USA
                                                                                                                                                              • Sara Lee Corporation
                                                                                                                                                              • Schering-Plough Corporation
                                                                                                                                                              • Stiefel Laboratories Inc.
                                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                                              • Walgreen Co
                                                                                                                                                              • Walmart Stores (USA)

                                                                                                                                                              Foot Care Products - US - December 2009

                                                                                                                                                              US $3,995.00 (Excl.Tax)