Footcare

Drug Store News, May 20, 1996

The U.S. market for footcare products is currently estimated at $487.7 million, according to Information Resources Inc., with drug stores accounting for almost 50 percent of the total. Mass merchandisers, however, showed strong 9.7 percent sales gains in the past year, whiLe the drug channel lost about 3.1 percent.

Foot ailments tend to be the province of older consumers, and most of the category's projected growth will come from the aging of America. "As you get older, your feet lose their elasticity and need greater support," said Howard Smith, president and chief executive officer of Dr. Fabricant's footcare products.

Foot ailments affect others

Yet there are other groups of consumers who could be turned into regular footcare customers if category merchandising is broadened. Women who regularly wear high heels and fashion shoes are one example. Smith noted, "I've seen statistics that show the average woman's foot is a size 8, but the average woman's shoe size sold is a size 7 1/2. That would indicate that there are a lot of women who aren't wearing the right shoes -- and that causes foot problems."

Active people and athletes also have footcare needs -- from heel supports to insoles that absorb perspiration to non-slip corn pads with moisture-resistant adhesive.

One strategy for broadening sales in the high-margin footcare category is to increase emphasis on general products for everyday use, said Chris Case, president of Pedifix. "Footcare shouldn't be merely a treatment category," he added.

A product such as Pedifix's medically designed PumpPals fashion shoe insoles is an example of a footcare item that brings the everyday customer to the category. The idea, manufacturers say, is to teach customers that footcare consists of more than corn pads and orthopedic shoes for little old ladies.

Self-help footcare

Case noted that footcare benefits from consumers, willingness to self-medicate. "They tend to view foot problems as minor ailments, and they,re more likely to try to alleviate the problem themselves before going to a doctor," he said.

This could also be the reason retailers report customers, increasing demand for quality and price in footcare products. 13onus packs, for example, contribute greatly to product movement.

While Schering-Plough's Dr. Scholl's line continues to dominate the category, smaller companies are vying for shelf space by providing new and innovative products. Private label also is carving out a niche in footcare, with chains such as CVS, Osco, Eckerd and Walgreens increasing their store-brand presence in the category. "The shelves aren't just a sea of yellow anymore," said one manufacturer.

The competition has prompted Dr. Scholl's to step up its advertising and redesign its product packaging and display with easy-to-read labels and enhanced point-of-purchase graphics. In a category that some consider under-promoted, this is likely to benefit all the players.

Drug stores, too, are doing their part to draw attention to the category. In some cases, stores have expanded the department from eight feet to 12 feet to accommodate new products. They're even working seasonality into the merchandising plan -- rotating insulating insoles for cold weather with absorptive terry cloth insoles, which sell better in warm weather months.

"You have to pay attention to merchandising because a lot of the sales are point-of-purchase-driven," Case said. "Unique products that solve specific problems or needs add to the category. Retailers have to swallow hard and discontinue some low sellers and duplicate products to make room for a more varied merchandise mix."

Footcare: unit sales percent change by channel