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US Footcare Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Footcare market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Definition

For purposes of this Report, Mintel has segmented the market as follows:

  • Foot devices - shoe inserts to provide support/padding or odor control; orthotics intended to correct conditions, such as plantar fasciitis, and reduce discomfort, such as back pain; devices for removing calloused skin
  • Anti-fungal products - athlete’s foot remedies; toenail fungus remedies
  • Other footcare products - foot lotions and creams, including medicated; foot soak products; remedies for callouses, corns, warts, and other foot conditions, etc

Prescription remedies are excluded from this Report.

Expert analysis from a specialist in the field

Written by Jana Vyleta, a leading analyst in the Health & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Footcare industry sales are projected to dip. The industry is slowly stabilizing after a sharp sales increase in 2015 was followed immediately by steep declines, a result of a foot smoothing device fad. Foot pain and aesthetic issues are fairly common, driving footcare product usage. Consumers prioritize functionality over brand within the category, and most often discover footcare products by browsing in-store. The majority of adults consider foot appearance and health to be important, but perceptions of footcare specific products as unnecessary are common. Jana Vyleta
Health & Personal Care Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The market
          • Footcare market sales declines persist; yet at a less drastic rate
            • Figure 1: Total US sales and fan chart forecast of footcare, at current prices, 2012-22
          • The issues
            • Brand is less of a priority than functional factors to many consumers
              • Figure 2: Select product features – Any important (net), March 2018
            • Lack of need, product differentiation is a common barrier to category use
              • Figure 3: Select barriers to engagement, March 2018
            • The opportunities
              • Leverage in-store discovery by enhancing product positioning at-shelf
                • Figure 4: Select product discovery methods, March 2018
              • Enhance experiential aspects, convenience to encourage purchases
                • Figure 5: Barrier to use – No foot issues to treat, March 2018
              • Black consumers are more engaged, prime target audience
                • Figure 6: Select product usage, by Black, non-Hispanic consumers, March 2018
              • New innovations, consistent promotions can minimize fad effect
                • Figure 7: MULO sales of select smoothing device product lines, rolling 52 weeks 2015-17
              • What it means
              • The Market – What You Need to Know

                • Industry sales continue to decline – But at a less drastic rate
                  • Anti-fungals is the only growing segment in 2018
                    • Consumer confidence and Hispanic population growth foster demand
                    • Market Size and Forecast

                      • Market struggles to grow signaling deeper issues
                        • Figure 8: Total US sales and fan chart forecast of footcare, at current prices, 2012-22
                        • Figure 9: Total US retail sales and forecast of footcare, at current prices, 2012-22
                    • Market Breakdown

                      • Footcare device sales struggle to bounce back post-fad
                        • Figure 10: Total US retail sales of footcare, by segment, at current prices, 2018
                      • Infection incidence, population growth benefit anti-fungals
                          • Figure 11: Total US retail sales and forecast of footcare products, by segment, at current prices, 2012-22
                        • Declining sales continue in other footcare products (ie lotions, soaks, treatments)
                        • Market Perspective

                          • Shoe trends become more casual, reducing issues and demand
                            • Figure 12: Shoe styles purchased – Any purchase, March 2018
                          • Body care usage limits sales potential for select products
                            • Flat penetration of salon pedicures yields minimal change
                              • Figure 13: Nail services done at a salon, November 2014, October 2015, and October 2017
                              • Figure 14: Regularity of at-home and salon pedicures, March 2018
                          • Market Factors

                            • Strong consumer confidence bodes well for category
                                • Figure 15: Consumer Sentiment Index, January 2007-November 2017
                              • Rising obesity rates are harmful to public health, foster demand
                                • Figure 16: Obesity prevalence among US adults aged 20+, 2007-08 to 2015-16
                              • Hispanic population growth helps category demand
                                • Figure 17: Population by race and Hispanic origin, 2013-23
                            • Key Players – What You Need to Know

                              • Drags in Dr. Scholl’s sales lead to struggles for Bayer
                                • Select private label, specialty brands experience growth
                                  • Foot smoothing devices, blister products struggle
                                    • Engage social media influencers, bloggers to overcome declines
                                    • Company and Brand Sales of Footcare

                                      • Distribution changes, competition challenge Bayer’s Dr. Scholl’s
                                        • Implus Footcare makes strides in sales and market share growth
                                          • Reckitt Benckiser’s Amope plummets after fad fizzles
                                            • Figure 18: MULO sales of footcare, by leading companies, rolling 52 weeks 2017 and 2018
                                        • What’s Working?

                                          • Functionality drives private label devices, anti-fungals
                                            • Targeted, specialty footcare and anti-fungal brands
                                            • What’s Struggling?

                                              • Smoothing devices fad is short lived
                                                • Figure 19: MULO sales of select smoothing device product lines, rolling 52 weeks 2015-17
                                              • Blister products decline due to shoe trends, bandages
                                                  • Figure 20: MULO sales of select blister treatment product lines, rolling 52 weeks 2017-18
                                                • Within lotions/soaks, brands without expertise see declines
                                                • What’s Next?

                                                  • Employ fresh strategies to overcome declining market
                                                    • Summon social media influencers
                                                      • Leverage trends in self-care, pampering
                                                        • 3D-printed insoles could cannibalize current product offerings
                                                        • The Consumer – What You Need to Know

                                                          • Foot aesthetic issues and pain are especially common among adults
                                                            • Functionality of the category evident in product usage
                                                              • Functional product benefits more important than brand
                                                                • Most common product discovery method is in-store browsing
                                                                  • Most consumers take foot health and appearance seriously
                                                                    • Absence of issues or discomfort are key category barriers
                                                                    • Foot Issues

                                                                      • Emphasis on aesthetic, pain issues are common among adults
                                                                        • Foot infections are relatively minimal – But can be hard to cure
                                                                          • Neuropathy, nerve damage result in more foot issues among diabetics
                                                                            • Figure 21: Foot issues, by diabetic consumers, March 2018
                                                                          • Footwear, routines yield more issues among women aged 18-34
                                                                            • Figure 22: Foot issues, by age and gender, March 2018
                                                                          • Foot issues vary among Black and Hispanic consumers
                                                                            • Figure 23: Select foot issues, by race and Hispanic origin, March 2018
                                                                        • Product Usage

                                                                          • Foot issue incidence informs corresponding product penetration
                                                                              • Figure 24: Product usage, March 2018
                                                                            • Women key users of footcare products
                                                                              • Figure 25: Select product usage, by age and gender, March 2018
                                                                            • Black and Hispanic consumers over-index for select product use
                                                                              • Figure 26: Select product usage, by race and Hispanic origin, March 2018
                                                                          • Product Features

                                                                            • Functional benefits are more important than brand
                                                                                • Figure 27: Product features, March 2018
                                                                              • Black, Hispanic consumers place heightened importance on natural
                                                                                • Figure 28: Select Product Features - any important (net), by race and Hispanic origin, March 2018
                                                                              • Category engagement, importance of features declines with age
                                                                                • Figure 29: Select product features – any important (net), by age, March 2018
                                                                            • Product Discovery

                                                                              • Users discover products through a variety of sources
                                                                                • In-store browsing is most common method, especially for quick-need items
                                                                                  • Figure 30: Product discovery, March 2018
                                                                                  • Figure 31: Browsing in-store, by pads/cushions usage, March 2018
                                                                                • Online sales growth, embarrassment prompt online research
                                                                                  • Figure 32: Researching online, by foot soaps/scrubs, OTC medicated ointment usage, March 2018
                                                                                • Brand, doctor recommendation drive product discovery for about one third
                                                                                  • Figure 33: Using a familiar brand, by use of foot spas, March 2018
                                                                                  • Figure 34: Doctor recommendation, by use of OTC medicated ointments, splits, sleeves, toe separators, March 2018
                                                                                • Gender, age reveal differences in product discovery methods
                                                                                  • Figure 35: Select product discovery, by age and gender, March 2018
                                                                                • Black consumers are more influenced by advertisements
                                                                                  • Figure 36: Advertisement, by race, March 2018
                                                                              • Footcare Attitudes

                                                                                • Majority consider foot appearance and health to be important
                                                                                  • Figure 37: Select footcare attitudes, March 2018
                                                                                • Women prioritize appearance, older adults emphasize treatment
                                                                                    • Figure 38: Select footcare attitudes – Agree, by age and gender, March 2018
                                                                                  • Foot appearance is important to Black, Hispanic consumers
                                                                                    • Figure 39: Select footcare attitudes – Agree, by race and Hispanic origin, March 2018
                                                                                • Barriers to Engagement

                                                                                  • Enhance experiential aspects, convenience to overcome lack of need
                                                                                    • Figure 40: Barriers to engagement, March 2018
                                                                                  • Hispanics report fewer barriers to engagement
                                                                                    • Figure 41: Select barriers to engagement, by Hispanic origin, March 2018
                                                                                • Appendix – Data Sources and Abbreviations

                                                                                  • Data sources
                                                                                    • Sales data
                                                                                      • Fan chart forecast
                                                                                        • Consumer survey data
                                                                                          • Abbreviations and terms
                                                                                            • Abbreviations
                                                                                            • Appendix – The Market

                                                                                                • Figure 42: Total US sales and forecast of footcare, at inflation-adjusted prices, 2012-22
                                                                                                • Figure 43: Total US retail sales and forecast of footcare products, by segment, at current prices, 2012-22
                                                                                                • Figure 44: Total US retail sales of footcare, by segment, at current prices, 2015 and 2017
                                                                                                • Figure 45: Total US retail sales and forecast of foot devices, at current prices, 2012-22
                                                                                                • Figure 46: Total US retail sales and forecast of foot devices, at inflation-adjusted prices, 2012-22
                                                                                                • Figure 47: Total US retail sales and forecast of anti-fungal medications, at current prices, 2012-22
                                                                                                • Figure 48: Total US retail sales and forecast of anti-fungal medications, at inflation-adjusted prices, 2012-22
                                                                                                • Figure 49: Total US retail sales and forecast of other footcare products, at current prices, 2012-22
                                                                                                • Figure 50: Total US retail sales and forecast of other footcare products, at inflation-adjusted prices, 2012-22
                                                                                                • Figure 51: Total US retail sales of footcare, by channel, at current prices, 2012-17
                                                                                                • Figure 52: Total US retail sales of footcare, by channel, at current prices, 2015 and 2017
                                                                                            • Appendix – Key Players

                                                                                                • Figure 53: MULO sales of footcare devices, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                                                • Figure 54: MULO sales of anti-fungal footcare, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                                                • Figure 55: MULO sales of other footcare products, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                                            • Appendix – Consumer

                                                                                                • Figure 56: Repertoire of foot issues, March 2018
                                                                                              • Methodology – TURF analysis
                                                                                                  • Figure 57: TURF analysis – Aesthetic product attributes, March 2018
                                                                                                  • Figure 58: Table – TURF analysis – Aesthetic product attributes, March 2018