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Footcare - US - May 2018

Footcare - US - May 2018

"Footcare industry sales are projected to dip. The industry is slowly stabilizing after a sharp sales increase in 2015 was followed immediately by steep declines, a result of a foot smoothing device fad. Foot pain and aesthetic issues are fairly common, driving footcare product usage. Consumers prioritize functionality over brand within the category, and most often discover footcare products by browsing in-store. The majority of adults consider foot appearance and health to be important, but perceptions of footcare specific products as unnecessary are common.

- Jana Vyleta, Health & Personal Care Analyst

This Report looks at the following areas:

Footcare market sales declines persist; yet at a less drastic rate
Brand is less of a priority than functional factors to many consumers
Lack of need, product differentiation is a common barrier to category use
Leverage in-store discovery by enhancing product positioning at-shelf
Enhance experiential aspects, convenience to encourage purchases
Black consumers are more engaged, prime target audience
New innovations, consistent promotions can minimize fad effect

TOC available on request

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