Table of Contents
Scope and Themes
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- Definition
- Data sources and methodology
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations
Executive Summary
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- 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
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- Diabetes-specific foot care could help drive future growth
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- Figure 1: Healthifeet Foot Cream
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- Figure 2: BioSole-Gel Self-forming orthotic
- Dr. Scholl’s Custom Fit Orthotics kiosks
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- Figure 3: Dr. Scholl’s custom fit orthotics kiosk, January 2012
- Ballerina To Go shoe vending machines
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- Figure 4: Rollasole black roll up shoe, January 2012
Inspire Insights
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- Trend: Agelessness
- Trend: Perfecting the Details
Market Size and Forecast
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- Key points
- Rate of sales decline decelerates as economy slowly improves
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- Figure 5: Total U.S. retail sales of foot care products, at current prices, 2006-16
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- Figure 6: Total U.S. retail sales of foot care products, at constant prices, 2006-16
- Fan chart forecast
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- Figure 7: Sales and fan chart forecast of foot care products, at current prices, 2006-16
Market Drivers
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- Key points
- The majority of Americans experience foot problems
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- Figure 8: Incidence of foot pain, October 2011
- High rates of diabetes and obesity drive demand
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- 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
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- 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
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- Most do not use products and 15% simply do nothing to address their ailments
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- Figure 12: How foot pain/irritation is treated, October 2011
- Popularity of comfortable athletic shoes undermines demand
- Professional pedicures can interfere with foot treatments
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- Figure 13: Use of professional personal care services and types used most often, by age, April 2009-June 2010
Segment Performance
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- Key points
- Devices remains dominant category
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- 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
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- Key points
- Sales growth likely to accelerate between 2013 and 2016
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- Figure 16: U.S. retail sales and forecast of foot care devices at current prices, 2006-16
Segment Performance—Foot Care Medications
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- Key points
- Medication sales expected to grow at a slower pace between 2012 and 2016
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- Figure 17: U.S. retail sales and forecast of foot care products and medications at current prices, 2006-16
Retail Channels
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- Key points
- Mass discount and other channels account for most sales
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- Figure 18: U.S. sales of foot care, by retail channel, 2009 and 11
Retail Channels—Supermarkets
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- Key points
- Supermarkets continue to lose share
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- Figure 19: U.S. sales of foot care products at supermarkets, at current prices, 2006-2011
Retail Channels—Drug Stores
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- Key points
- Rate of sales declines decelerates and economy shows improvement
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- Figure 20: U.S. sales of foot care products at drug stores, at current prices, 2006-11
Retail Channels—Other
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- Key point
- Discount remains key channel for most brands
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- Figure 21: U.S. sales of foot care in other channels, at current prices, 2006-11
Leading Companies
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- Key points
- Merck & Co.
- Novartis
- Profoot Footcare Products
- Chattem Inc.
- Blistex
- Telebrands
- IdeaVillage
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- Figure 22: FDMx sales of leading foot care companies, 2010 and 2011
Brand Share—Foot Care Devices
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- Key points
- Merck & Co. discovers some growth in products for women
- Foot Petals LLC wins with style and innovation
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- Figure 23: FDMx sales of foot care devices in the U.S., 2010-11
Brand Share—Foot Care Medications
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- Key points
- Established brands achieve some growth despite overall decline
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- Figure 24: FDMx sales of foot care medications in the U.S., 2010-11
Innovation and Innovators
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- 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
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- Overview
- Dr. Scholl’s
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- 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
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- Figure 27: Dr. Scholl’s Custom Fit Orthotic Sole insole ad, 2010
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- Figure 28: Dr. Scholl’s Custom Fit Orthotic Sole insole ad, 2011
- Website
- PediBrush
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- Figure 29: Summary of PediBrush brand positioning, 2011
- Television advertising
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- Figure 30: PediBrush television ad, 2011
- Website
- Emjoi
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- Figure 31: Summary of Micro-Pedi brand positioning, 2011
- Television advertising
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- Figure 32: Micro-Pedi television ad, 2011
- Callex Exfoliating Ointment
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- Figure 33: Summary of Callex brand positioning, 2011
- Television advertising
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- Figure 34: Callex television ad, 2011
Incidence of Foot Pain
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- Key points
- Women more likely to suffer from dry feet, foot pain, and related conditions
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- Figure 35: Incidence of foot pain, by gender, October 2011
- Those aged 65+ more likely to suffer from nail problems
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- Figure 36: Incidence of foot pain, by age, October 2011
- Those from $50K+ households more likely to suffer from blisters
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- Figure 37: Incidence of foot pain, by household income, October 2011
Causes of Foot Pain
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- Key points
- Most suffer from some form of foot pain at least occasionally
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- Figure 38: Causes of foot pain, by gender, October 2011
- Those aged 55+ are most likely to cite arthritis and diabetes
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- Figure 39: Causes of foot pain, by age, October 2011
- Those from $50K+ households more likely to cite physical activity
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- Figure 40: Causes of foot pain, by household income, October 2011
How Foot Pain/Irritation is Treated
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- Key points
- Women more likely to use DIY methods, less likely to use medicine
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- Figure 41: How foot pain/irritation is treated, by gender, October 2011
- Young adults most likely to simply do nothing about foot pain
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- 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
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- Figure 43: How foot pain/irritation is treated, by household income, October 2011
Use of Specific Foot Care Products
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- Key points
- Many believe that they could benefit from foot diagnosis
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- Figure 44: Use of specific foot care products, October 2011
- Women much more likely than men to use several foot care products
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- 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
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- Figure 46: Use of specific foot care products by age, October 2011
Incidence of At-home or Professional Pedicures
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- Key points
- Women are more likely than men to have pedicures
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- 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
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- 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
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- Figure 49: Incidence of at-home or professional pedicures, by age, October 2011
- Those earning less than $25K least likely to have any pedicures
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- Figure 50: Incidence of at-home or professional pedicures, by household income, October 2011
Attitudes Toward High-heel Shoes
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- Key points
- Many 18-34 year old women wear high heels even though they cause pain
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- 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
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- Figure 52: Attitudes toward high-heel shoes, by household income, October 2011
Race/Ethnicity
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- Key points
- Hispanics most likely to suffer from athlete’s foot
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- Figure 53: Incidence of foot pain, by race/Hispanic origin, October 2011
- Asians are more likely to blame their shoes for foot pain
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- Figure 54: Causes of foot pain, by race/Hispanic origin, October 2011
- Blacks very likely to simply soak their feet in water
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- Figure 55: How foot pain/irritation is treated, by race/Hispanic origin, October 2011
- Blacks are most likely to use foot soak products
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- 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
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- 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
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- Figure 58: Attitudes toward high-heel shoes, by race/Hispanic origin, October 2011
Custom Consumer Groups
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- Blisters, athlete’s foot, and warts common among those with active lifestyles
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- 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
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- Figure 60: Causes of foot pain, by incidence of foot pain, October 2011
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- Figure 61: Causes of foot pain, by incidence of foot pain, October 2011
IRI/Builders—Key Household Purchase Measures
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- Foot care devices
- Brand map
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- Figure 62: Brand map, selected brands of foot care devices, by household penetration, 2011*
- 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, 2011*
- 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, 2011*
- 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, 2010*
Appendix A: Additional Consumer Tables
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- Figure 66: Causes of foot pain, by marital/relationship status, October 2011
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- Figure 67: Incidence of foot pain, by how foot pain/irritation is treated, October 2011
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- Figure 68: Incidence of foot pain, by how foot pain/irritation is treated, October 2011
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- Figure 69: Causes of foot pain, by how foot pain/irritation is treated, October 2011
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Appendix B: IRI/Builders Panel Data Definitions
Appendix C: Trade Associations
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