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- Foot Care - US - January 2012
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Reflecting a trend that has been seen in a variety of categories, sales of foot care products declined sharply in 2009, as millions of Americans sought ways to reduce discretionary spending and increase savings for a “worst case scenario” plan. While sales fell again in 2010 and 2011, improving economic conditions indicate that marketing and product development teams will want to intensify their efforts in 2012, as companies seek ways to capitalize on moderately strong demand for mid-market, as well as premium foot care products.
In order to provide insights that can be used to help companies succeed in a challenging marketplace, Mintel has published this report, which addresses the following questions:
- How have sales fluctuated in recent years and how are they likely to change between 2012 and 2016?
- Through which channels are foot care products most commonly purchased by consumers?
- Who are the leading companies in the category and what products drive their success?
- How have private label products performed relative to branded options in recent years?
- What proportion of the population experience at least some foot-related ailments?
- Which segments of the population are most likely to suffer from foot-related problems?
- What strategies do consumers commonly use to address foot-related ailments?
Scope and Themes
Definition
Data sources and methodology
Sales data
Consumer survey data
Advertising creative
Abbreviations
Executive Summary
Sales declines decelerate as macroeconomic conditions improve
Devices remain the dominant category
Private label drove some gains for retailers
Medication manufacturers suffered from stiff private label competition
Most consumers have experienced some form of foot pain or irritation
Yet, most do not use products to treat ailments and 15% simply do nothing
Clippers, creams, soaps, and insoles most commonly used products
Insights and Opportunities
Diabetes-specific foot care could help drive future growth
Figure 1: Healthifeet Foot Cream
Figure 2: BioSole-Gel Self-forming orthotic
Dr. Scholl’s Custom Fit Orthotics kiosks
Figure 3: Dr. Scholl’s custom fit orthotics kiosk, January 2012
Ballerina To Go shoe vending machines
Figure 4: Rollasole black roll up shoe, January 2012
Inspire Insights
Trend: Agelessness
Trend: Perfecting the Details
Market Size and Forecast
Key points
Rate of sales decline decelerates as economy slowly improves
Figure 5: Total U.S. retail sales of foot care products, at current prices, 2006-16
Figure 6: Total U.S. retail sales of foot care products, at constant prices, 2006-16
Fan chart forecast
Figure 7: Sales and fan chart forecast of foot care products, at current prices, 2006-16
Market Drivers
Key points
The majority of Americans experience foot problems
Figure 8: Incidence of foot pain, October 2011
High rates of diabetes and obesity drive demand
Figure 9: Incidence of obesity among American adults, 2005-10
Weak economy compels some to ignore foot problems or seek out the least-expensive options
Figure 10: Median household income in inflation-adjusted dollars, 2000-10
Figure 11: University of Michigan Consumer Sentiment Index, March 2007-November 2011
Competitive Context
Most do not use products and 15% simply do nothing to address their ailments
Figure 12: How foot pain/irritation is treated, October 2011
Popularity of comfortable athletic shoes undermines demand
Professional pedicures can interfere with foot treatments
Figure 13: Use of professional personal care services and types used most often, by age, April 2009-June 2010
Segment Performance
Key points
Devices remains dominant category
Figure 14: Total U.S. sales and forecast of foot care products at current prices, by segment, 2006-16
Figure 15: U.S. sales of foot care products, by segment, 2009 and 2011
Segment Performance—Foot Care Devices
Key points
Sales growth likely to accelerate between 2013 and 2016
Figure 16: U.S. retail sales and forecast of foot care devices at current prices, 2006-16
Segment Performance—Foot Care Medications
Key points
Medication sales expected to grow at a slower pace between 2012 and 2016
Figure 17: U.S. retail sales and forecast of foot care products and medications at current prices, 2006-16
Retail Channels
Key points
Mass discount and other channels account for most sales
Figure 18: U.S. sales of foot care, by retail channel, 2009 and 11
Retail Channels—Supermarkets
Key points
Supermarkets continue to lose share
Figure 19: U.S. sales of foot care products at supermarkets, at current prices, 2006-2011
Retail Channels—Drug Stores
Key points
Rate of sales declines decelerates and economy shows improvement
Figure 20: U.S. sales of foot care products at drug stores, at current prices, 2006-11
Retail Channels—Other
Key point
Discount remains key channel for most brands
Figure 21: U.S. sales of foot care in other channels, at current prices, 2006-11
Leading Companies
Key points
Merck & Co.
Novartis
Profoot Footcare Products
Chattem Inc.
Blistex
Telebrands
IdeaVillage
Figure 22: FDMx sales of leading foot care companies, 2010 and 2011
Brand Share—Foot Care Devices
Key points
Merck & Co. discovers some growth in products for women
Foot Petals LLC wins with style and innovation
Figure 23: FDMx sales of foot care devices in the U.S., 2010-11
Brand Share—Foot Care Medications
Key points
Established brands achieve some growth despite overall decline
Figure 24: FDMx sales of foot care medications in the U.S., 2010-11
Innovation and Innovators
Key points
Private label meeting demand for midmarket products
Premiumization could help drive future sales
“Natural” could be a key to future growth
Fast Flats
Proclearz Anti-Fungal Pen
Easy Feet
Marketing Strategies
Overview
Dr. Scholl’s
Figure 25: Summary of Dr. Scholl’s brand positioning, 2011
Figure 26: Measured advertising spending for select foot care product brands, 2009 and 2008
Television advertising
Figure 27: Dr. Scholl’s Custom Fit Orthotic Sole insole ad, 2010
Figure 28: Dr. Scholl’s Custom Fit Orthotic Sole insole ad, 2011
Website
PediBrush
Figure 29: Summary of PediBrush brand positioning, 2011
Television advertising
Figure 30: PediBrush television ad, 2011
Website
Emjoi
Figure 31: Summary of Micro-Pedi brand positioning, 2011
Television advertising
Figure 32: Micro-Pedi television ad, 2011
Callex Exfoliating Ointment
Figure 33: Summary of Callex brand positioning, 2011
Television advertising
Figure 34: Callex television ad, 2011
Incidence of Foot Pain
Key points
Women more likely to suffer from dry feet, foot pain, and related conditions
Figure 35: Incidence of foot pain, by gender, October 2011
Those aged 65+ more likely to suffer from nail problems
Figure 36: Incidence of foot pain, by age, October 2011
Those from $50K+ households more likely to suffer from blisters
Figure 37: Incidence of foot pain, by household income, October 2011
Causes of Foot Pain
Key points
Most suffer from some form of foot pain at least occasionally
Figure 38: Causes of foot pain, by gender, October 2011
Those aged 55+ are most likely to cite arthritis and diabetes
Figure 39: Causes of foot pain, by age, October 2011
Those from $50K+ households more likely to cite physical activity
Figure 40: Causes of foot pain, by household income, October 2011
How Foot Pain/Irritation is Treated
Key points
Women more likely to use DIY methods, less likely to use medicine
Figure 41: How foot pain/irritation is treated, by gender, October 2011
Young adults most likely to simply do nothing about foot pain
Figure 42: How foot pain/irritation is treated, by age, October 2011
Those from households with incomes less than $25K least likely to use OTC treatments
Figure 43: How foot pain/irritation is treated, by household income, October 2011
Use of Specific Foot Care Products
Key points
Many believe that they could benefit from foot diagnosis
Figure 44: Use of specific foot care products, October 2011
Women much more likely than men to use several foot care products
Figure 45: Use of specific foot care products by gender, October 2011
18-24s are the least likely to use several popular foot care products
Figure 46: Use of specific foot care products by age, October 2011
Incidence of At-home or Professional Pedicures
Key points
Women are more likely than men to have pedicures
Figure 47: Incidence of at-home or professional pedicures, by gender, October 2011
Young adults more likely to have both at-home and professional pedicures
Figure 48: Incidence of at-home or professional pedicures, by age, October 2011
Women aged 18-54 less likely to do their own pedicures at home
Figure 49: Incidence of at-home or professional pedicures, by age, October 2011
Those earning less than $25K least likely to have any pedicures
Figure 50: Incidence of at-home or professional pedicures, by household income, October 2011
Attitudes Toward High-heel Shoes
Key points
Many 18-34 year old women wear high heels even though they cause pain
Figure 51: Attitudes toward high-heel shoes, by age, October 2011
Women with household income of $25K-49K more likely to have stopped wearing heels
Figure 52: Attitudes toward high-heel shoes, by household income, October 2011
Race/Ethnicity
Key points
Hispanics most likely to suffer from athlete’s foot
Figure 53: Incidence of foot pain, by race/Hispanic origin, October 2011
Asians are more likely to blame their shoes for foot pain
Figure 54: Causes of foot pain, by race/Hispanic origin, October 2011
Blacks very likely to simply soak their feet in water
Figure 55: How foot pain/irritation is treated, by race/Hispanic origin, October 2011
Blacks are most likely to use foot soak products
Figure 56: Use of specific foot care products, by race/Hispanic origin, October 2011
Asians and blacks most likely to do own pedicures at home
Figure 57: Incidence of at-home or professional pedicures, by race/Hispanic origin, October 2011
Asians most likely to wear high heels in spite of pain
Figure 58: Attitudes toward high-heel shoes, by race/Hispanic origin, October 2011
Custom Consumer Groups
Blisters, athlete’s foot, and warts common among those with active lifestyles
Figure 59: I lead an active lifestyle by exercising or playing sports regularly, by incidence of foot pain, October 2011
Target professionals who spend a lot of time on their feet
Figure 60: Causes of foot pain, by incidence of foot pain, October 2011
Figure 61: Causes of foot pain, by incidence of foot pain, October 2011
IRI/Builders—Key Household Purchase Measures
Foot care devices
Brand map
Figure 62: Brand map, selected brands of foot care devices, by household penetration, 2011*
Brand leader characteristics
Key purchase measures
Figure 63: Key purchase measures for the top brands of foot care devices, by household penetration, 2011*
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, 2011*
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, 2010*
Appendix A: Additional Consumer Tables
Figure 66: Causes of foot pain, by marital/relationship status, October 2011
Figure 67: Incidence of foot pain, by how foot pain/irritation is treated, October 2011
Figure 68: Incidence of foot pain, by how foot pain/irritation is treated, October 2011
Figure 69: Causes of foot pain, by how foot pain/irritation is treated, October 2011
Appendix B: IRI/Builders Panel Data Definitions
Appendix C: Trade Associations
- Blistex Inc.
- Chattem, Inc.
- Combe Incorporated
- Emerson Electric Co.
- Merck & Co. Inc.
- Novartis AG
- ProFoot Inc.
- Revlon USA
- Rite Aid Corporation
- Schering-Plough Corporation
- Scholl Consumer Products Ltd
- Walgreen Co
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