Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources and methodology
- Sales data
- Consumer data
- Abbreviations
Executive Summary
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- After adjusting for inflation, FDMx sales remain below 2006 level
- Two factors are especially important when considering how to gain a competitive advantage
- Relatively high incidence of foot pain, obesity and diabetes are key market drivers
- Schering-Plough continues to dominate the industry
- Lamisil and Lotrimin bestselling OTC medications but private label sales show accelerated growth
- Dr. Scholl’s dominates device category
- Four factors are used to increase brand appeal
- Women’s needs, wellness and gel/memory foam are central themes of recent innovation
- Most use simple remedies such as elevating the feet, rather than medication and devices, to alleviate foot pain/irritation
- Many who do not use comfort-adding products feel they could benefit by using them
- Seven in 10 women do pedicures but most have concerns about cleanliness at nail salons
- Minorities somewhat more likely to use OTC medications and devices
Insights and Opportunities
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- Cross-merchandise products with shoes in the effort to educate consumers about product benefits
- Provide kiosks and point-of-purchase materials
- Focus educational and development efforts on categories with high levels of latent demand
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- Figure 1: Use of foot care products, by incidence of purchase and perceived benefit, September 2008
- Consider social media initiatives as a way to market products
- Consider offering more consultative content to drive web traffic
Fast Forward Trends
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- New Age Wellness
- What we've seen
- What does this have to do with foot care?
- Trading Up, Trading Down, Trading Over
- What we've seen
- Enter private label
Market Size and Forecast
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- Market growing at a slow but steady pace
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- Figure 2: Total U.S. FDMx sales and forecast of foot care products, at current prices, 2003-13
- Figure 3: Total U.S. FDMx sales and forecast of foot care products, at inflation-adjusted prices, 2003-13
- Wal-Mart sales
Competitive Context
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- Key points
- Drop in consumer confidence drives the “do nothing scenario” and private label sales
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- Figure 4: Consumer sentiment index, March 2007-March 2008
- Price-conscious consumers flock to discounters
Segment Performance
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- Foot devices are driving overall growth in FDMx channels
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- Figure 5: U.S. FDMx sales and forecast of foot care products, at current prices, by segment, 2003-13
- Figure 6: U.S. FDMx sales of foot care products, by segment, 2006 and 2008
Segment Performance—Foot Devices
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- Figure 7: U.S. FDMx sales and forecast of foot care devices, at current prices, 2003-13
- Figure 8: U.S. FDMx sales and forecast of foot care devices, at inflation-adjusted prices, 2003-13
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Segment Performance—Foot Care/Athlete’s Foot Medication
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- Figure 9: U.S. FDMx sales and forecast of foot care/athlete’s foot medications, at current prices, 2003-13
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- Figure 10: Total U.S. FDMx sales and forecast of foot care/athlete’s foot medications, at inflation-adjusted prices, 2003-13
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Retail Channels
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- Sales remain brisk at drug stores due to selection and relevance of the channel
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- Figure 11: U.S. FDMx sales of foot care, by retail channel, 2006 and 2008
Retail Channels—Drug Stores
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- Figure 12: U.S. sales of foot care products at drug stores, at current prices, 2003-08
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- Figure 13: U.S. sales of foot care products at drug stores, at inflation-adjusted prices, 2003-08
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Retail Channels—Other FDMx
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- Figure 14: U.S. sales of foot care at other FDMx stores, at current prices, 2003-08
- Figure 15: U.S. sales of foot care at other FDMx stores, at inflation-adjusted prices, 2003-08
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Market Drivers
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- Key points
- Approximately 40% of Americans experience some form of foot pain or irritation
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- Figure 16: Prevalence of foot pain/irritation, by gender, September 2008
- Too much time on feet, bad shoes and diabetes/obesity are primary causes of foot pain
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- Figure 17: Cause of foot pain/irritation, by gender, September 2008
- Rise in incidence of diabetes drives need for foot care
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- Figure 18: The U.S. diabetic population, by age, gender and race/ethnicity, 2005 and 2007
- High rate of obesity contributes to demand for foot care products
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- Figure 19: Incidence of obesity in the U.S., by age, race/ethnicity, educational level and region, 2007
Leading Companies
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- Key points
- Three leading companies report annual FDMx sales of greater than $20 million
- Schering-Plough
- Novartis
- ProFoot
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- Figure 20: Sales of leading foot care companies, 2007 and 2008
Selected Brand Analysis—Foot Care/Athlete’s Foot Medication
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- Key points
- Schering-Plough’s Tinactin and Lotrimin brands dominate the market for OTC athlete’s foot medication
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- Figure 21: FDMx brand sales of foot care/athlete’s foot medication in the U.S., 2007 and 2008
Selected Brand Analysis—Foot Devices
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- Key points
- For Her line helps Schering-Plough maintain dominance
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- Figure 22: FDMx brand sales of foot care devices in the U.S., 2007 and 2008
Brand Qualities
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- Key points
- Dr. Scholl’s
- ProFoot Inc.
- Burt’s Bees
Innovation and Innovators
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- Key points
- Innovation continues in 2008
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- Figure 23: Number of new foot care product releases, 2001-08
- Many new products target wellness-oriented consumers, mostly women
- Massaging gel insoles and memory foam continue to be ripe areas of innovation
- Just-for-women products also a central theme of recent innovations
- Walgreens’ private label products are a good example of the PL trend
Advertising and Promotion
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- In-store marketing does not always clearly project benefits
- Review of television advertisement themes
- Necessity and efficacy
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- Figure 24: Tough actin’ Tinactin ad, 2007
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- Figure 25: Fungicure Anti Fungal Liquid ad, 2008
- Foot care and beauty
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- Figure 26: Flexitol Heel Balm television ad, 2008
- Figure 27: Ped Egg television ad, 2008
- Relationship between foot care and back/knee pain
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- Figure 28: Dr. Scholl’s back pain orthotics television ad, 2008
- Added comfort of inserts
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- Figure 29: Dr. Scholl’s For Her Massaging Gel Insoles ad, 2008
Incidence of Foot Pain/Irritation
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- What consumers do to alleviate foot pain
- Key points
- Women are more likely to address foot pain but men and women are equally likely to use device or over-the-counter medication
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- Figure 30: Method used to alleviate foot pain/irritation, by gender, September 2008
- 45-64 year-olds use medication while young adults often stretch or massage feet to alleviate pain
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- Figure 31: Method used to alleviate foot pain/irritation, by age, September 2008
- Most use OTC meds to address athlete’s foot
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- Figure 32: Incidence, severity and treatment method for athlete’s foot, by gender, April 2007-June 2008
- Nearly one in four who suffer from nail fungus use OTC to treat
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- Figure 33: Incidence, severity and treatment method for nail fungus, by gender, April 2007-June 2008
- Many older women avoid foot pain by not using high heels
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- Figure 34: Use of high heel shoes and prevalence of resulting pain, by age, September 2008
- Women slightly more likely to seek the advice of a podiatrist
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- Figure 35: Incidence of visiting podiatrist in last 12 months, by gender, April 2007-June 2008
Usage and Perceptions of Benefits
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- Key points
- Product usage
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- Figure 36: Use of foot care products, by incidence of purchase and perceived benefit, September 2008
- 35-64 year-olds most likely to purchase devices, but 18-34s more likely to state they could benefit from products they do not currently use
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- Figure 37: Incidence of purchase of foot care devices, by age, September 2008
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- Figure 38: Incidence of foot care devices never used but could benefit from using, by age, September 2008
- 35-64 year-olds most likely to purchase medications, but many 18-34s could benefit from the products
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- Figure 39: Incidence of purchase of foot care medication, creams or sprays, by age, September 2008
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- Figure 40: Incidence of foot care medication, creams or sprays never used but could benefit from using, by age, September 2008
Pedicure Attitudes and Behavior
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- Key points
- Seven in 10 women report doing pedicures at home or professionally
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- Figure 41: Pedicure usage, by gender, September 2008
- 18-24 year-olds less likely to do pedicures
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- Figure 42: Pedicure usage, by age, September 2008
- Most who get pedicures are concerned about the cleanliness of tools
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- Figure 43: Attitudes towards pedicures, by gender, September 2008
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- Figure 44: Attitudes towards pedicures, by age, September 2008
Race/Hispanic Origin
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- Key points
- Blacks somewhat less likely to report foot pain but are still an important element of the market
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- Figure 45: Incidence of foot pain/irritation, by race/Hispanic origin, September 2008
- Minorities more likely to seek treatment for foot pain
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- Figure 46: Method used to alleviate foot pain/irritation, by race/Hispanic origin, September 2008
- Minority women more likely to wear heels, despite pain
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- Figure 47: Incidence of high heel use, by race/Hispanic origin, September 2008
- Black and Hispanic women somewhat more likely to get pedicures
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- Figure 48: Incidence of pedicure usage, by race/Hispanic origin, September 2008
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- Figure 49: Attitudes toward pedicures, by race/Hispanic origin, September 2008
Cluster Analysis
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- Shotgun elevators
- Open-minded, non-committers
- Agnostic foot-care minimalists
- Cluster characteristics
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- Figure 50: Foot pain clusters, September 2008
- Figure 51: Incidence of foot pain, by foot pain clusters, September 2008
- Figure 52: Reasons for foot pain, by foot pain clusters, September 2008
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- Figure 53: Methods to alleviate foot pain, by foot pain clusters, September 2008
- Figure 54: Products used to alleviate foot pain, by foot pain clusters, September 2008
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- Figure 55: Incidence of “at-home” or professional pedicures, by foot pain clusters, September 2008
- Cluster demographics
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- Figure 56: Foot pain clusters, by gender, September 2008
- Figure 57: Foot pain clusters, by age, September 2008
- Figure 58: Foot pain clusters, by income group, September 2008
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- Figure 59: Foot pain clusters, by race, September 2008
- Figure 60: Foot pain clusters, by Hispanic origin, September 2008
- Methodology
Custom Consumer Groups
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- Dads, middle-aged men and affluent Hispanics more likely to purchase odor-fighting insoles
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- Figure 61: Incidence of purchase of odor-fighting insoles, by custom consumer groups, September 2008
- Young men less likely to buy odor eaters, but many feel a need
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- Figure 62: Incidence of odor-fighting insoles never used but could benefit from using, by custom consumer groups, September 2008
- Affluent women and fathers somewhat more likely to purchase gel inserts
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- Figure 63: Incidence of purchase of inserts/gels or insoles for shoe comfort/foot support, by custom consumer groups, September 2008
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- Figure 64: Incidence of inserts/gels and insoles for shoe comfort/foot support never used but could benefit from using, by custom consumer groups, September 2008
- Foot-moisturizing products are especially popular with women
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- Figure 65: Incidence of current use of foot-moisturizing creams, gels, lotions or sprays, by custom consumer group, September 2008
- Many Hispanics and single parents feel they could benefit from foot spas
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- Figure 66: Incidence of electric foot spas, such as those that vibrate, massage or have water jets never used but could benefit from using, by custom consumer group, September 2008
IRI/Builders—Key Household Purchase Measures
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- Foot care products
- Overview of foot care products purchases
- Foot care devices
- Brand map
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- Figure 67: Brand map, selected brands of foot care devices, buying rate by household penetration, 2007*
- Brand leader characteristics
- Key purchase measures
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- Figure 68: Key purchase measures for the top brands of foot care devices, by household penetration, 2007*
- Foot care/athlete’s foot medications
- Brand map
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- Figure 69: Brand map, selected brands of foot care/athlete’s foot medications, buying rate by household penetration, 2007*
- Brand leader characteristics
- Key purchase measures
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- Figure 70: Key purchase measures for the top brands of foot care/athlete’s foot medication, by household penetration, 2007*
Appendix—Other Useful Consumer Tables
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- Figure 71: Incidence of purchase of foot care devices, by gender, September 2008
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- Figure 72: Incidence of purchase of foot care medication, creams or sprays, by gender, September 2008
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- Figure 73: Incidence of current use of foot care medication, creams or sprays, by age, September 2008
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- Figure 74: Incidence of foot care medication never used but could benefit from using, creams or sprays, by gender, September 2008
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Appendix—Trade Associations
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