Step It Up

In March 2014, the American Podiatric Medical Association, Bethesda, Md., released the results of its annual “Today’s Podiatrist Survey.” It found that among more than 1,000 adults, 77 percent reported experiencing foot pain, but of that 77 percent, only one-third sought expert care from a podiatrist. This could mean these consumers are finding other ways to alleviate the pain, likely with products purchased in the foot care section at their local retailers.

The survey also found that while more than 80 percent of respondents said it is important to pay attention to one’s feet and give them proper care, only 20 percent of respondents said they think about their foot health regularly.

“Ultimately, for most consumers, foot care tends to be an afterthought compared to other health issues,” states global market researcher Mintel in its December 2014 “Medicated Skincare — US” report.

And it’s not just consumers who are ignoring foot care.

“This is the most underpromoted category by retailers,” states Gregory Rubin, CEO of Calabasas, Calif.-based Garcoa Laboratories. “Retailers don’t believe in the profitability of the category. But if retailers want to experience growth, they need to create awareness and demand.”

One way retailers could create awareness of the category is through seasonal promotions, especially in spring, Rubin says. For example, retailers could ask their customers, “After all winter in boots, are your feet ready for sandals?” Products such as foot creams, scrubs, soaks, pedicure kits, callus removers and even antifungal products could all be displayed together to grab the customer’s attention and get them thinking about their feet. But retailers don’t have to limit themselves to in-store displays. Circulars, social media and e-mail blasts could get the message out, too.

Retailers could also promote the foot care category based around events such as marathons and unique races such as mud runs, or by targeting customers in specific professions that are known for being on their feet: construction workers, nurses and teachers, Mintel adds. And don’t forget about diabetics and older consumers, who have a greater tendency to suffer from foot ailments.

But for promotions to be effective, retailers must be willing to carry a greater number of foot care products than they already do, both branded and private label. Unfortunately, retailers seem to generally limit foot care products to what will fit in a 4-foot section, Rubin says.

“It’s not enough to just offer Dr. Scholl’s,” he adds.

If retailers are willing to make the effort in this area, they could see a significant return on investment, as private label is already a major player in the foot care category.

“Many consumers are looking to save money wherever possible, and they have become more comfortable using private label [foot care] offerings,” Mintel says in its June 2014 report titled “Body, Hand and Footcare — US.”

Unfortunately, private label foot care appears to be losing share to national brands because retailers are not focused on offering products with value-added benefits, Mintel adds. For example, a foot cream could address not only severe dryness, but also aging by working to improve skin tone and texture and to reduce wrinkles. Or a foot lotion could be designed specifically for individuals suffering from eczema, psoriasis or a skin condition caused by diabetes.

To create interest in the category, retailers could also expand foot medications into other categories. For example, they could develop soap that could be used in the shower and take the place of a medicated cream, or a sock/slipper with medication or moisturizers integrated into the fabric, Mintel says. Both would be a great way for retailers to appeal to the consumer’s desire for a convenient, no-mess solution.

And retailers might want to consider offering products made with oils or natural and organic ingredients.

“Liquid over-the-counter products primarily formulated with oils tend to absorb faster in the skin,” says Ana de Oliveira, vice president of sales, Natureplex Pharmaceuticals, Olive Branch, Miss. “I see a growing popularity in these products, with a particular focus on natural products. Any label that claims the product to be ‘natural’ or ‘organic’ I believe will attract consumers, as will natural ingredients and oils with antibacterial qualities.”

Another way to expand the category meaningfully would be to offer medicated skincare products in different formula strengths, with “light” or “gentle” formulas positioned as ideal for treating skin in a preventative manner, Mintel says in its December report.

But regardless of how many foot care products retailers offer to their customers, de Oliveira cautions them to be careful when it comes to on-pack claims.

“Retailers should avoid claims of a ‘wonder cure,’ as often, no one treatment will take care of a problem,” she says. “And while a product can help, it may not cure the person if he is not taking proper care of himself.”

Do offer foot care products with value-added benefits.

Don’t ignore the foot care category in your promotions.