Category Intelligence: Foot Care Products report, presents research on the top “purchase influencers” driving adult consumers to buy OTC medication for foot ailments. First and foremost, the medication needs to be easy to use and apply, the survey participants responded. The other leading factors include price, followed by “fast-acting formula” and “doctor-recommended.”
Foot care product category performance Athlete’s foot medication
Foot care devices
Private Brands
All Brands
Private Brands
Dollar Sales (in millions)
$75.1
$301.5
$124.8
Change vs. Year Ago
-4.7%
-0.6%
-1.1%
Dollar Share
24.9%
100%
17.2%
100%
Other foot care products Private Brands
All Brands
$727.4
$15.2
$139.5
-11.0%
-6.5%
-3.7%
10.9%
100%
All Brands
Unit Sales (in millions)
13.1
39.2
29.4
96.4
3.9
23.8
Change vs. Year Ago
-7.2%
-3.3%
-2.7%
-6.1%
-10.2%
-3.6%
Avg. Price Per Unit
$5.71
$7.68
$4.25
$7.54
$3.87
$5.86
Source: InfoScan Reviews, IRI, a Chicago-based market research firm. Total U.S. supermarkets, drugstores, mass market retailers, military commissaries and select club and dollar retail chains for the 52 weeks ending March 19, 2017.
Foot care packaging should clearly communicate how to use the product as well as the standout features. The category offers abundant opportunities for cross-merchandising, limited only by a retailer’s space constraints and imagination. Stores might want to consider establishing a comprehensive foot care “destination area.” Educational signage in the store should provide information on foot care wellness and therapeutic treatments for particular problems. In addition, retail chains should consider selling their store brand and other foot care items online. Through e-commerce, retailers can carry a much bigger variety of products and consumers can buy wart removal ointments and anti-fungal creams without any embarrassment. Products with value-added features can be differentiators in this category. “To combat attrition to alternative treatment methods, industry players can add value through functional and cosmetic benefits,” according to Mintel. “Going beyond these ‘expected’ attributes to incorporate natural ingredients, increase product transparency/education and deliver convenient format solutions will help companies develop a more compelling brand position.” SB
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Store Brands / July 2017 / www.storebrands.com
3/17/17 12:05 PM