Foot care medication sales are expected to outrun foot care device sales growth by 2011, but device sales have already proven they can go the distance. Foot care devices increased sales by 9% in 2006, catching up with medication sales for the first time since 2003.
The shift toward niche categories and emphasis on increasing household penetration will continue to gain momentum in the coming years as marketers race to change the definition of foot care with spa and beauty products. The 77-million strong Baby Boomer community is also expected to contribute to the foot care product market’s steady growth. “The foot care market has evolved from being a prescription-driven business to a self-care, consumer-driven one,” said Tatjana Meerman, managing editor of Packaged Facts.