Foot Care Market
Oct 1, 1996
166 Pages - Pub ID: LA444
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  1. Executive Summary
    The Products
    • Three Product Categories

    The Market
    • U.S. Retail Sales Top Half Million Dollars in 1996
    • Table 1-1: U.S. Retail Sales of Foot Care Products by Category, 1992-2001 (dollars): Medications, Devices
    • Medications May Have Peaked
    • Devices Experience Continued Growth
    • Specialty Items Increasing Rapidly
    • U.S. Retail Sales to Approach $590 Million in 2001
    • Drugstores Still Dominate Foot Care Sales,
    • Though Mass Merchandisers Fast Gaining
    • Figure 1-1: Share of U.S. Foot Care Retail Sales by Outlet, 1996 (percent): Drugstores, Mass Merchandisers, Food Stores
    • Factors Affecting Market Growth

    The Marketers
    • Many Players, One Leader
    • Body Care and Beauty Care Marketers Find a Niche
    • One Company Leads, Four Others Follow
    • Marketer Shares
    • Upscale Image Produces Lush Margins
    • Advances in Technology

    Distribution and Retail
    • Drugstores Losing Share to Mass Merchandisers
    • Redundant Products Hurt Sales
    • Use of Cross-Merchandising Increasing

    The Consumer
    • Users of Foot Care Products
    • User Profiles Differ According to Product

    Scope and Methodology
    • Products Covered
    • Report Methodology
  2. The Products
    Scope of Report
    • Foot Care Products Sold at Retail

    Facts about the Feet
    • Foot Physique
    • Foot Ailments
    • Figure 2-1: Incidence of Foot Problems (percent)
    • Other Factors that Affect the Feet

    A Brief History of Foot Care
    • Centuries of Foot Care
    • Massage and Mudbaths

    The Products and Their Uses
    • Product Categories
    • Medications
    • Foot Care Devices
    • Specialty Items
    • How the Products Are Presented
    • Packaging and Labeling
  3. The Market
    • Figure 3-1: U.S. Retail Sales of Foot Care Products by Category, 1992-1996 (dollars): Medications, Devices, Total

    Market Size and Growth
    • Difficulty in Quantifying Market
    • Methodology Used to Determine Market Size
    • Retail Sales Top Half-Billion-Dollar Mark in 1996
    • Table 3-1: Estimated U.S. Retail Sales and Growth of Foot Care Products by Category, 1992-1996 (dollars): Medications, Devices, Total
    • Medications May Have Peaked
    • Devices Experience Continued Growth
    • Specialty Items Increasing Rapidly
    • Figure 3-2: Share of Total U.S. Foot Care Product Sales by Category, 1994 vs. 1995 (dollars): Medications, Devices, Specialty

    Market Composition
    • Sales by Product Category: Devices Outpace Medications
    • Table 3-2: Share of U.S. Sales of Foot Care Products by Category, 1992-1996 (percent): Medications, Devices
    • Specialty Category Comprises 8% of Market
    • Drugstores Still Dominate Foot Care Sales
    • Mass Merchandisers Claim 35% of Sales in 1996
    • Table 3-3: Share of U.S. Mass-Market Sales of Foot Care Products by Retail Outlet, 1992, 1994, 1996 (percent): Drugstores,
    • Mass Merchandisers, Food Stores, Total
    • Regional Use of Medications
    • Table 3-4: U.S. Foot Care Market: Product Use by Region, 1994 (percent and index of use)
    • Summer Is Hot Season for Foot Care Sales

    Factors Affecting Market Growth
    • Foot Problems Affect 80% of Adults
    • Less than Half of Adults Use OTC Foot Care Products
    • Refocus of Market Toward Aging Consumers
    • Most Foot Problems Experienced by People Over Age 35
    • Women Over 40 Are Primary Foot Care Purchasers, Target of New Product Appeals
    • Self-Care Grows as Medications Shift from Prescription to OTC
    • AHAs Redefine Foot Creams and Lotions
    • Higher-End Image Yields Higher Profit Margins
    • Private-Label Products Increasingly Popular
    • New, Small Suppliers Pushing Market Expansion
    • Figure 3-3: Projected U.S. Retail Sales of Foot Care Products, 1996-2001 (dollars)

    Projected Market Growth
    • Sales to Reach $590 Million by 2001
    • Market for Medications Likely to Slow
    • Devices to Exceed $325 Million by 2001
    • Table 3-5: Projected U.S. Retail Sales of Foot Care Products by Category, 1996-2001 (dollars): Medication, Devices, Total Specialty Items to Enjoy Double-Digit Growth
  4. The Marketers
    The Marketers
    • Many Players, One Leader
    • Niche Marketers Fill a Need
    • Private Labelers an Important Factor
    • Specialty Retailers Find a Market
    • Table 4-1: Selected Marketers of Foot Care Products

    Marketer and Brand Shares
    • IRI Is Major Data Source
    • Schering-Plough Holds Two-Thirds of Market
    • Four Companies Share One-Fifth of Market
    • Other Marketers Account for 14% of Total Sales
    • Table 4-2: Estimated Share of U.S. Retail Dollar Sales: Foot Care Products, 1994 vs. 1995 (percent)
    • Marketer Shares: Foot Care Medications
    • Table 4-3: Marketer and Brand Shares: Foot Care Medications, 1994 vs. 1995 (dollar and percent)
    • Marketer Shares: Foot Care Devices
    • Table 4-4: Marketer and Brand Shares: Foot Care Devices, 1994 vs. 1995 (dollar and percent)
    • Marketer Involvement: Specialty Products

    The Competitive Situation
    • Market Leader Stirs Up Competition
    • Emphasis on Luxury Pulls the Market Upscale
    • Category Lines Blur as Health Care and Skin Care Merge
    • Traditional Skin Care Companies Vie for Slice of Foot Care Pie
    • Old Guard Responds to Challenge with New Products
    • Advances in Technology Show Up in Products
    • Natural and Botanical Products Increasingly Popular
    • Alternative Therapies Provide Basis for New Lines

    Competitive Profile: Avon Products, Inc.
    • Giant Beauty Marketer Returns to Profitable Practices
    • Foot Products an Avon Staple
    • More Foot Care Products Planned

    Competitive Profile: Ciba-Geigy Corporation
    • Ciba-Geigy to Be Transformed by Merger
    • Three Major Market Divisions
    • $5 Billion in Sales for U.S. Group
    • Desenex Holds Second-Highest Spot in U.S. Market

    Competitive Profile: Combe, Inc.
    • $100 Million-Plus in Sales
    • Odor-Eaters Comes on Strong

    Competitive Profile: Del Laboratories
    • Trendy Body Care Products at Affordable Prices
    • Sales Rise by More Than 10% in First Half of 1996
    • Wal-Mart Is Del's Biggest Customer

    Competitive Profile: Freeman Cosmetic Corporation
    • Fresh Products Sell Like Hotcakes
    • Foot Care a Specialty
    • Prices Stay in the Middle of the Road

    Competitive Profile: The Limited, Inc.
    • Limited Scores in Body Care
    • Bath & Body Works Focuses on Specialty Foot Care Products
    • Healthy Ingredients Yield Healthy Profits
    • Success Spurs Company Break-Up
    • B&BW Challenges Body Shop on Home Turf

    Competitive Profile: ProFoot Care, Inc.
    • Aggressive Marketer Reaches Market's Top Echelon
    • 1995 Revenues Near $10 Million
    • "Leaders in Foot Care Innovation"

    Competitive Profile: Schering-Plough Corp.
    • Schering-Plough Leads Foot Care Market
    • Dr. Scholl's Is Top Foot Care Brand
    • Lotrimin AF Leads Antifungals
    • New Products Emphasize Technological Advances and Luxury
    • Did Schering Shoot Itself in the Foot?

    Marketing and New Product Trends
    • Luxurious Image Produces Lush Margins
    • Wide Margins Pave Way for Value-Strategy Marketers
    • Cross-Merchandising Boosts Sales
    • Non-Traditional Outlets Add Millions
    • Feet Are Made to Be Pampered
    • Peppermint Is the Cool Scent for Feet
    • Multi-Purpose Products Abound
    • Natural Products Predominate
    • AHAs Used in Foot Creams and Lotions
    • More Fashionable Look for Insoles
    • Reflexology Stimulates New Products
    • Cosmetics-Style Packaging
    • One Picture Is Worth a Thousand Instructions
    • Multiple Products Offered in Kits
    • Packet-Size Foot Scrubs, Soaks, Gels, and Lotions
    • Table 4-5: The U.S. Foot Care Market: Selected New Product Introductions and Line Extensions, 1995-1996

    Advertising Expenditures
    • Over $70 Million Spent on Advertising in 1995
    • Additional Unmeasured Expenditures
    • Three Companies Account for Over 95% of Measured Expenditures
    • Table 4-6: Leading Foot Care Advertisers' Share of Total Expenditure, 1993-1995 (percent): Schering-Plough, Ciba-Geigy, Combe, Inc., Johnson & Johnson, Other
    • Schering-Plough Pays Top Dollars
    • Ciba-Geigy Maintains Second Place with Desenex
    • Combe Puts Money on Odor-Eaters
    • Johnson & Johnson Guts Ad Budget
    • Additional Expenditures

    Advertising Positioning
    • Visual Often Predominates
    • The Products Sell Themselves
    • Multiple Products Pushed
    • Product Reliability Emphasized
    • Two Primary Positionings: Therapeutic and Cosmetic
    • The Therapeutic Positioning
    • Addressing Problem Conditions
    • Pain Can Be Stopped
    • The Cosmetic Positioning
    • The Pampering Factor
    • The Appearance Allure
    • The Special Ingredient Appeal
    • The Natural Appeal
    • Examples of Ads

    Consumer Promotions
    • The Incentive of Choice for Most Marketers
    • Coupons and Free-Standing Inserts
    • Refunds and "Free" Offers
    • More Product for the Same Price
    • Contests, Sweepstakes, and Events
    • Examples of Consumer Promotions

    Trade Advertising and Promotion
    • Trade Promotion
    • Trade Advertising
    • In-Store Display Materials: Common Aids to Retailers
    • Marketers Provide Materials and Funds for Promotions
    • Trade Shows
    • Examples of Trade Ads
  5. Distribution and Retail
    Distribution
    • Most Sales Are Direct
    • Distributors Used by Smaller Marketers and Retailers
    • Pedicurists As an Intermediate Channel
    • Direct-to-Consumer Sales

    Retail Outlets
    • Two Types of Outlets
    • Mass-Market Outlets
    • Limited-Distribution Outlets
    • Alternative Outlets

    At the Retail Level: Drugstores
    • The Major Outlet, with Almost Two-Fifths of Sales
    • Drugstores Losing Share to Mass Merchandisers
    • Chain Drugstores Hold 34% Share of Total Market
    • Independent Drugstores Take a Bath
    • Table 5-1: Market Share by Drugstore Type, 1992-1996 (percent): Chain Drugstores, Independent Drugstores
    • Drugstores Offer Convenience and Professionalism
    • 98% of Drugstore Purchases Are Planned
    • Margins Healthy—from 20% to 50%
    • Turnover and Inventory
    • Average Space Allotment Rises by 50%
    • Displays Emphasize Product Positioning
    • Display Support Materials Well Used
    • Use of Cross-Merchandising Increasing
    • Retailers Work with Marketers to Plan Sections
    • Dr. Scholl's Dominates Displays
    • Chain Drugstores Expand Selection
    • Plethora of Products Can Be Confusing to Consumers
    • Private Labels Proliferate at Chains
    • Big Push to Eliminate Product Redundancy
    • New Products Prove Their Worth
    • Pricing
    • Table 5-2: Price Ranges on Selected Foot Care SKUs, 1996 (dollar)
    • "Ideal" Annual Sales Figures for Foot Care Sections
    • Drugstore Advertising and Promotion
    • Examples of Promotions

    At the Retail Level: Mass Merchandisers
    • Mass Merchandisers Gaining Fast
    • Variety and Price Are Key Factors
    • New Products Spur Sales
    • Promotions

    At the Retail Level: Food Stores
    • Food Stores Boast 27% Market Share and Counting
    • Internal Prescription Counters Increase Foot Care Sales
    • Table 5-3: Market Share by Food Store Type, 1992-1996 (percent): Supermarkets, Food/Drug Combinations
    • Aggressive Expansion of Foot Care Offerings Pays Off
    • Supermarkets Benefit from Marketers' Attention
    • Prices and Margins
    • Promotions
    • Examples of Promotions
  6. The Consumer
    Introduction
    • The Simmons Consumer Survey
    • Consumer Data Are Limited

    Consumer Use: Athlete's Foot Remedies
    • 17% of Adults Use Athlete's Foot Remedies
    • Use Linked to Age, Education, Employment, Occupation,
    • and Size of Household
    • Use Higher in the West, More Frequent in the South
    • Table 6-1: U.S. Demographic Characteristics Favoring Use of Athlete's Foot Remedies Resisters
    • Brand Preference: Six Brands Mentioned, Desenex Most Popular
    • Table 6-2: U.S. Consumer Use by Brand: Athlete's Foot Remedies (percent and number): Desenex, Tinactin, Dr. Scholl's, Micatin, Lotrimin AF, NP-27, Other Brands
    • Factors Favoring Use by Brand
    • Midwest Antifungal Market Shows Room for Growth
    • Desenex and Tinactin Appeal to Upscale Users
    • Dr. Scholl's Popular Among Downscale Users
    • Table 6-3: U.S. Demographic Characteristics Favoring Use of Athlete's Foot Remedies: By Brand

    Consumer Use: Wart and Corn Removers
    • 11% of U.S. Adults Use Wart and Corn Removers
    • Use Closely Linked to Age, Education, and Occupation
    • African-Americans Show Above-Average Use
    • Use Higher in the South, Among Households with Teens
    • Table 6-4: U.S. Demographic Characteristics Favoring Use of Wart and Corn Removers
    • Resisters
    • Brand Preference: Four Brands Lead, Dr. Scholl's Most Popular
    • Table 6-5: U.S. Consumer Use by Brand: Wart and Corn Removers (percent and number): Dr. Scholl's, Compound W, Freezone, Clear Away, Other Brands
    • Factors Favoring Use by Brand
    • Table 6-6: U.S. Demographic Characteristics Favoring Use of Wart and Corn Removers: By Brand
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