Demand for insoles keeps sales in step

The overall foot care category was relatively flat — down 0.9% — with $587.2 million in sales for the 52 weeks ended Aug. 12 across food, drug and mass (excluding Walmart), according to SymphonyIRI Group data. However, almost 2-out-of-3 foot care products sold are insoles, which bodes well for sales 
going forward. 


According to the 2012 National Foot Health Assessment commissioned this summer by the Institute for Preventative Foot Health, more than 1-in-4 consumers complain of overall foot fatigue or achy feet, with women out-indexing men. That may explain the success behind Foot Petals (see device chart). 


Earlier this summer MarcasUSA made a push into the U.S. market with Conazol, Mexico’s best-selling athlete’s foot treatment, through select retailers like Walmart and Target across several 
Hispanic-friendly markets, including Los Angeles, Houston, Dallas and Chicago. According to a May 2012 SymphonyIRI Group poll, Hispanic consumers spend 8% more on consumer packaged goods than non-Hispanic consumers and tend to be more brand-loyal.

The article above is part of the DSN Category Review Series. For the complete Foot Care Buy-In Report, including extensive charts, data and more analysis, click here.