Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
Executive Summary
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- 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
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- 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
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- Fit for your feet
- What we’ve seen
- Cool vending
- Need a quick fix?
Market Size and Forecast
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- Key points
- Declining economy reverses positive sales trend
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- 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
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- Caught in the middle
- If the shoe fits…
- Recession-induced inertia
Segment Performance
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- Devices have driven growth in FDMx, but both segments face decline in 2009
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- 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
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- Key points
- Dr. Scholl’s anchors segment, Ped Egg provides a jolt
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- Figure 5: U.S. sales and forecast of foot care devices, 2004-14
Segment Performance—Foot Care/Athlete’s Foot Medications
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- Key points
- Segment suffers from lack of news and attention
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- Figure 6: U.S. sales and forecast of foot care medications, 2004-14
Retail Channels
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- Key points
- Category emphasis on health and beauty lines well suited to drug stores
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- Figure 7: U.S. sales of foot care products, by retail channel, 2007 and 2009
- Private label better developed in drug channel
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- Figure 8: Private label market share, by channel, 2008 and 2009
Retail Channels—Drug Stores
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- Key points
- Healthcare expertise an asset in driving foot care sales
- Beauty care also a plus
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- Figure 9: U.S. sales of foot care products at drug stores, 2003-09
Retail Channels—Other FDMx
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- Key points
- Other channels trail drug stores but generate significant foot care business
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- Figure 10: U.S. sales of foot care products at other FDMx channels, 2004-09
Market Drivers
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- Key points
- Aging population, aging feet
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- Figure 11: Population aged 18 or older, 2004-14
- Rising diabetes rates increase need for foot care
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- Figure 12: Increase in age-adjusted diabetes among adults aged 20+, by gender, 1988-2006
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- Figure 13: Incidence of diabetes among adults aged 20+, by age, 2003-06
- Increasing obesity puts more pressure on feet
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- Figure 14: Age-adjusted prevalence of overweight and obesity among U.S. adults aged 20+, 1988-2006
Leading Companies
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- Key points
- Schering-Plough (now Merck)
- TeleBrands
- Novartis
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- Figure 15: FDMx sales of leading foot care product companies, 2008 and 2009
Select Brand Analysis—Foot Care Devices
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- 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
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- Figure 16: Manufacturer and brand FDMx sales of foot care devices, 2008 and 2009
Select Brand Analysis—Foot Care/Athlete’s Foot Medication
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- Key points
- With little innovation from leading brands, private label continues to climb
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- Figure 17: Manufacturer and brand FDMx sales of pet supplies, 2008 and 2009
Brand Qualities
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- Dr. Scholl’s maintains a leadership stance
- ProFoot holds its (middle) ground
Innovation and Innovators
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- New products tend to promise either emotional or rational benefits
- Pampering
- Rescue, relieve, repair
Advertising and Promotion
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- Overview
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- 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
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- Figure 19: Dr. Scholl’s For Her TV spot, 2009
- An affordable alternative to expensive orthotics
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- Figure 20: Dr. Scholl’s Custom Fit TV spot, 2009
- A cost-effective alternative to new shoes
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- Figure 21: Dr. Scholl’s Sport Gel TV spot, 2009
- Greater comfort in everyday situations
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- Figure 22: Dr. Scholl’s Gel Inserts TV spot, 2009
- Athlete’s foot ads set toes afire to cue fast relief
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- Figure 23: Lotrimin Ultra TV spot, 2009
- Ped Egg capitalizes on “schlocky” product demo
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- Figure 24: Ped Egg TV spot, 2009
Incidence of Foot Pain/Irritation
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- Key points
- Foot pain and irritation common, especially among women
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- Figure 25: Incidence of foot pain/irritation, by gender, September 2009
- Older adults more likely to have specific foot problems
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- Figure 26: Incidence of foot pain/irritation, by age, September 2009
Reasons for Foot Pain/Irritation
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- Key points
- Foot pain a seemingly inevitable result of daily life
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- Figure 27: Reasons for foot pain/irritation, by gender, September 2009
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- Figure 28: Reasons for foot pain/irritation, by age, September 2009
How Sufferers Alleviate Foot Pain/Irritation
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- Key points
- A bit of pampering more likely than product use
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- Figure 29: Methods of alleviating foot pain/irritation, by gender, September 2009
- Boomer feet a prime target
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- Figure 30: Methods for alleviating foot pain/irritation, by age, September 2009
Use of Foot Care Products
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- Key points
- Women more likely to use most foot comfort and care products
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- Figure 31: Use of foot comfort and care products, by gender, September 2009
- Older adults more likely to use inserts
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- Figure 32: Use of foot comfort and care products, by age, September 2009
- Foot odor-fighting products skew male
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- Figure 33: Use of foot odor fighting products, by gender, September 2009
- Few adults currently use products for specific foot ailments
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- Figure 34: Use products for specific foot ailments, by gender, September 2009
- Use of ailment-specific products drops off after age 65
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- Figure 35: Use products for specific foot ailments, by age, September 2009
Pedicure Attitudes and Behavior
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- Key points
- Pedicures more commonplace among women… and men
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- Figure 36: Pedicure usage, by gender, September 2009
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- Figure 37: Pedicure usage, by age, September 2009
- Figure 38: Pedicure usage, by household income, September 2009
- Many concerned with cleanliness at nail salons
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- Figure 39: Pedicure attitudes, by gender, September 2009
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- Figure 40: Pedicure attitudes, by age, September 2009
Attitudes and Behavior Concerning High Heels
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- Key points
- Fashion news flash: high heels cause foot pain and discomfort
- Higher heels create opportunities for foot care marketers, fitness centers
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- Figure 41: Attitudes and behaviors concerning high heels, by age, September 2009
Impact of Race/Hispanic Origin
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- Key points
- Physical activity leads to general foot pain among Hispanics
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- 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
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- 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
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- 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
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- Figure 46: Use of foot comfort and care products, by race/Hispanic origin, September 2009
Custom Consumer Groups
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- Parenthood causes sore feet…
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- Figure 47: Reasons for foot pain/irritation, by gender and presence of children, September 2009
- … but moms and dads approach the pain differently
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- 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
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- 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
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- Figure 50: Methods for alleviating foot pain/irritation, by race/Hispanic origin, September 2009
Cluster Analysis
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- Pedicureless non-users
- Supportive-shoe shooers
- Medicated multi-treaters
- Characteristic tables
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- Figure 51: Foot pain clusters, September 2009
- Figure 52: Incidence of foot pain/irritation, by foot pain clusters, September 2009
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- 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
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- 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
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- 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
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- 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
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- Foot care products
- Foot care devices
- Brand map
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- Figure 62: Brand map, selected brands of foot care devices, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- 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
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- 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
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- 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
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- IRI Consumer Network Metrics
Appendix: Other Useful Consumer Tables
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- Figure 66: Attitudes and behaviors concerning high heels, by household income, September 2009
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- Figure 67: Use of foot odor fighting products, by age, September 2009
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- Figure 68: Pedicure attitudes, by household income, September 2009
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Appendix: Trade Associations
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