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The third edition Packaged Facts report, Foot Care Products in the U.S., is an analysis of the various brands and marketers, key issues and trends, and marketing dynamics within the OTC mass market foot care medication and device industry. This formerly flat-footed market has hit its stride. In 2006, foot care market sales increased for the first time in several years, with a 5.7% rise in dollar sales and a 3.5% bump in volume sales over the level seen in 2005.
Several factors have converged to drive this growth. Consumer interest in private-label products; a large Baby Boomer population with associated aches and pains of aging; clinical product innovations to serve the needs of diabetics and alternately, spa-like product innovations to serve consumers interested in pampering their feet will continue to push the market forward to an estimated $900 million by 2011. The market may reach even greater heights if the players step up their advertising and promotional budgets.

This report covers the sale of foot care products through channels covered by Information Resources, Inc., including private label, and provides a growth estimates for overall market. Topics covered also include: Trends and Factors to Growth that will drive the market; an overview of new product innovation, advertising spend, and current promotional activity; profiles of top marketers; and a consumer usage and psychographic analysis.

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the foot care industry, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for foot care products, as well as projected sales and trends through 2011. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the consumer for foot care products based on Simmons data.

This report will help:


Marketing Managers identify market opportunities and develop targeted promotion plans for foot care products.
Research and development professionals stay on top of competitor initiatives and explore demand for foot care products.
Advertising agencies working with clients in the personal care industry understand the product buyer to develop messages and images that compel consumers to purchase foot care products.
Business development executives understand the dynamics of the market and identify possible partnerships.
Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1 Executive Summary

Scope
Methodology
Product Categories and Segments
Foot Care Devices
Foot Care Medications
The Overall Market
Foot Care Kickin’ with 5.7% Sales Growth
Figure 1-1 U.S. Retail Sales of Foot Care Products, 2002-2006 (in million $)
Devices and Medications Growing on Parallel Paths in 2006
Figure 1-2 U.S. Retail Sales Trends by Foot Care Category, 2002-2006 (in million $)


Growth Factors
Strong Private Label Competition
The Value of the Boomer
Diabetes, a National Problem
Creating a Spa Experience
The Health and Beauty Invasion
Broadening Foot Care Appeal to Women
Increasing Accessibility: Expanding Beyond Mass and Drug


Foot Care Market Growth Forecast
Foot Care to Surpass $900 Million by 2011
Figure 1-3 Projected U.S. Retail Foot Care Market Sales, 2006-2011
(in million $)


The Brands and Marketers
Market Overall
Dr. Scholl’s the Clear Leader
Figure 1-4 Foot Care Sales by Marketer, 2006 (%) Implus and Del Labs Break Out Performance
Foot Care Devices
Schering-Plough Dominates Devices
Figure 1-5 Percentage IRI-Tracked Dollar Sales by Marketer: Foot Care Devices, 2006
Limited Star Performances in Devices
Dr Scholl’s Brand Hard to Ignore
Foot Care Medication
Schering Plough Continues to Rule Medication
Del Labs a Stand Out in Medication
Figure 1-6 Percentage IRI-Tracked Dollar Sales by Marketer, Medication, 2006
Competition Among the Top Foot Care Medication Brands


Marketing Dynamics
Foot Care Industry Light on Marketing
Lamisil by Novartis Top 2005 Ad Spender
TV Dominates
Sponsorships
In Store
Opportunity Marketing
Packaging
New Entrants
Novartis and Del Labs Stand Out with New Medications
Private Label Differentiates with New Devices


The Consumer
Toughing It Out
To See the Doctor or Not to See the Doctor. That is the Question.
Table 1-3 Percentage of Consumers Who Have Suffered Foot Care Ailments, 2003-2006
Table 1-4 Percentage of Consumers Who Have Used Prescription and Non-Prescription Foot Care Remedies, 2003-2006
Whose Feet are the Scariest?
Most Report Mild to Moderate Severity
Older Consumers More likely to Seek Treatment
Education and Job Status a Factor
Profile of an Athlete’s Foot Sufferer
Profile of a Nail Fungus Sufferer
Chapter 2 The Overall Foot Care Market


Scope
Methodology
Product Categories and Segments
Foot Care Devices
Foot Care Medications
Market Size and Growth
Foot Care Kickin’ with 5.7% Sales Growth
Oh My Aching Feet!
Figure 2-1 U.S. Retail Sales of Foot Care Products, 2002-2006 (in million $)
Table 2-1 Foot Ailment Breakdown, 2006 (%)


Market Composition
Devices and Medications Grow on Parallel Paths in 2006
Figure 2-3 U.S. Retail Sales Trends by Foot Care Category, 2002-2006 (in million $)
Figure 2-4 Market Share of Foot Care Products by Category, 2002-2006 (%)
Strong Private Label Competition
Figure 2-5 U.S. Retail Sales Trends, Branded vs. Private Label Foot Care Devices, 2002-2006 (in million $)
Figure 2-6 U.S. Retail Sales Trends, Branded vs. Private Label Foot Care Medication, 2002-2006 (in million $)
Figure 2-7 Market Share of Branded U.S. Retail Sales by Foot Care Category, 2002-2006


Foot Care Growth Forecast
Foot Care to Surpass $900 Million by 2011
Figure 2-8 Projected U.S. Retail Foot Care Market Sales, 2006-2011
(in million $)
Chapter 3 Growth Factors


Private Label Booming
Figure 3-1 U.S. Foot Care Retail Sales Growth, Branded vs. Private Label, 2002-2006 (in million $)
Figure 3-2 Share of U.S. Foot Care Retail Sales, Branded vs. Private Label, 2002-2006
Keeping It Fresh
More Face Time with Private Label
The Value of the Boomer
No Time for Aches and Pains
Table 3-1 Projected U.S. Population, by Age Bracket, 2000-2020 (in thousands)
Diabetes a National Problem… and Market Opportunity Figure 3-3 Percentage of Adults with Diabetes, 2005
Figure 3-4 Number of New Diabetes Cases Diagnosed in 2005 (in thousands)
Creating a Spa Experience
The Health and Beauty Invasion
Broadening Foot Care Appeal to Women
Sof Sole Energy—First Line of Foot Care Accessories Created Just for Women
Increasing Accessibility: Expanding Beyond Mass and Drug
Podiatry Services
Department Stores
Independent Retailers
Chapter 4 Foot Care Brands and their Marketers


Overall Market Performance
Table 4-1 IRI-Tracked Dollar Sales of Total Foot Care Products, 2002-2006 (in million $)
Figure 4-1 IRI-Tracked Dollar Sales of Total Foot Care Products, 2002-2006 (in million $)
Medication Growing Faster Than Devices
Figure 4-2 Foot Care Sales by Category, 2002-2006 (in million $)
Schering-Plough the Clear Leader
Figure 4-3 Foot Care Sales by Marketer, 2006 (%)
Implus and Del Labs’ Breakout Performance
Figure 4-4 Foot Care Sales, Top 10 Marketers, 2004-2006 (in million $)
Table 4-3 Foot Care Sales, Top 10 Marketers, 2002-2006 (in million $)
By Brand, Dr Scholl’s Hot
Figure 4-5 Top 10 Foot Care Brands by Sales, 2004-2006 (in million $)
Table 4-4 Top 10 Foot Care Brands by Sales, 2002-2006 (in million $)


Foot Care Devices Category Size and Growth
Schering-Plough Dominates Devices
Figure 4-6 Percentage of Foot Care Device Sales by Top Marketers, 2006
Limited Star Performances in Devices
Figure 4-7 Foot Care Device Sales, Top 10 Marketers, 2004-2006 (in million $)
Table 4-5 Foot Care Device Sales, Top Ten Marketers, 2002-2006 (in million $)
Table 4-6 Foot Care Device Sales Change, Top 10 Marketers, 2005 and 2006 (in million $ and %)
Dr Scholl’s Hard to Ignore
Figure 4-8 Top 10 Foot Care Device Brands by Sales, 2004-2006 (in million $)
Table 4-7 Top 10 Foot Care Device Brands by Sales, 2002-2006 (in million $)


Foot Care Medication Category Size and Growth
Schering-Plough Continues to Dominate Medication
Del Labs a Stand Out in Medication
Figure 4-9 Percentage of Foot Care Medication Sales by Top Marketers,
2006 (%)
Figure 4-10 Foot Care Medication Sales, Top 10 Marketers, 2006 (in million $)
Table 4-8 Foot Care Medication Sales, Top 10 Marketers, 2002-2006 (in million $)
Competition Among the Top Foot Care Medication Brands
Figure 4-11 Top Foot Care Medication Brands by Sales, 2004-2006 (in million $)
Table 4-9 Top 10 Medication Brands by Sales, 2002-2006 (in million $)
Chapter 5 Corporate Profiles


Schering-Plough
Overview
Performance
Figure 5-1 Schering-Plough Performance, Foot Care Products, 2002-2006 (in million $)
Figure 5-2 Schering-Plough Foot Care Brand Sales, 2002-2006 (in million $)
Recent Activity
Novartis
Overview
Performance
Figure 5-3 Novartis Performance, Foot Care Medication, 2002-2006
(in million $)
Recent Activity


Combe
Overview
Performance
Figure 5-4 Combe Performance, Foot Care Products, 2002-2006 (in million $)
Recent Activity


ProFoot, Inc.
Overview
Performance
Figure 5-5 ProFoot Performance, Foot Care Products, 2002-2006 (in million $)
Recent Activity


Implus Footcare
Overview
Performance
Figure 5-6 Implus Performance, Foot Care Products,* 2002-2006 (in million $)
Recent Activity


Chattem
Overview
Performance
Figure 5-7 Chattem Performance, Gold Bond, 2002-2006 (in million $)
Recent Activity
Overview
Performance
Figure 5-8 Del Labs Performance, Foot Care Products, 2002-2006 (in million $)
Recent Activity


Alva-Amco
Overview
Performance
Figure 5-9 Alva-Amco Performance, Foot Care Products,* 2002-2006 (in million $)
Recent Activity


Pedifix
Overview
Figure 5-10 Pedifix Performance, Foot Care Products, 2002-2006 (in million $)
Performance
Recent Activity
Chapter 6 Marketing Dynamics


Foot Care Industry Light on Marketing
2005 Foot Care Ad Spend Data
Table 6-1 Advertising Spend for Foot Care Brands, 2005
Lamisil by Novartis Top Spender
TV Dominates
Sporting Sponsorships
In-Store
Opportunity Marketing
Packaging
An Upscale Climb
Figure 6-1 New Lamisil Packaging
Figure 6-2 Implus Foot Care Products For Active Individuals
Stepping Up Women’s Products
Figure 6-3 Sally Hansen Packaging Line
Figure 6-4 Implus Foot Care Packaging Line for Women
Figure 6-5 Dr Scholl’s for Her
Value Promise at Odds With Spa Promise
Figure 6-6 Pedifix Packaging
Functional Benefits Still Reign
New Entrants
Novartis and Del Labs Stand Out with New Medications
Figure 6-7 New Product Packaging
Athletic Products Cross Over
Table 6-2 New Products from Top 10 Foot Care Medication Companies, 2006
Private Label Stands Out with New Devices
Pedifix and Implus Vying for the Upper-End Device Market
Table 6-3 New Products from Top 10 Device Manufacturers, 2006
Chapter 7 The Consumer


Simmons Market Research Bureau Survey
Toughing It Out
Pain and Suffering
Table 7-1 Foot Ailment Breakdown, 2006 (%)
Table 7-2 Percentage of Consumers Reporting Foot Ailments Suffered over Past 12 Months, 2006 (%)
To See or Not to See the Doctor. That is the Question
Table 7-3 Percentage of Consumers Who Suffered Foot Care Ailments in the Last 12 Months, 2003-2006
Table 7-4 Percentage of Consumers Who Treated a Foot Ailment in the Last 12 Months, 2003-2006
Form Factor: Lube Me Up
Table 7-5: Household Penetration Rates for First Aid/Antibiotic Remedies, by Form, 2003-2006 (%)
Whose Feet are the Scariest?
Most Report Mild to Moderate Severity
Table 7-6 Consumers’ Level of Foot Ailment Severity, 2006 (%)
Table 7-7 Percentage of Consumers Who Feel at Risk for Foot Ailments, 2003-2006
Older Consumers More likely to Seek Treatment
Table 7-8 Index of Foot Ailments and Treatment Usage by Age, 2006 (%)
Table 7-9 Willingness to Consult a Podiatrist, by Age and Gender, 2006 (%)
West Coast a Breeding Ground for Foot Ailments?
Education and Job Status a Factor
Table 7-10 Key Demographic Indicators: Regional, Education, Employment and Income, 2006
Table 7-10 [Cont.] Key Demographic Indicators: Regional, Education, Employment and Income, 2006
Profile of an Athlete’s Foot Sufferer
Profile of a Nail Fungus Sufferer