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Foot Care - US - January 2012

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?

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Table of contents

  1. 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

                                                                                                                                Companies Covered

                                                                                                                                • 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

                                                                                                                                Foot Care - US - January 2012

                                                                                                                                £2,684.63 (Excl.Tax)