RB UK’s marketing director Jerome Lemaire considers the latest research and product innovation in the foot care category

Everyday feet are abused and bruised; they are squeezed into tight, uncomfortable shoes or high heels, or they pound the streets in sweaty trainers and are very rarely cared for properly, which is why so many of us experience heel pain, blisters, corns and calluses. But, despite a high prevalence of foot care conditions, few people actually treat. A key illustration of this is the fact that only one in four people who suffer with fungal nail actually seek treatment.

In the UK, the foot care category is worth £161m, but there is huge potential to grow this further, and a massive opportunity for pharmacists, particularly if consumers are given access to better or more efficacious products. This is the reason why Scholl’s Express Pedi has delivered over £20m (retail sales value) since its launch in 2012, and 80 per cent of purchasers have been new to the category.

A major part of the problem surrounding reluctance to treat is confusion. With over 15 different ailments in foot care, this is a category that spans a hugely diverse number of consumer needs. There are also issues with daily foot comfort and posture, and a growing trend for aesthetic beauty. An overarching lack of awareness about available solutions is the key reason why consumers are not doing anything about general discomfort.

Category research findings

Our research shows that 67 per cent of people are not using the most effective treatments for conditions such as athlete’s foot, corns or blisters, and that 50 per cent of treatment missions are abandoned without making a purchase. We also know that 82 per cent of all comfort conditions, which may require insoles or orthotics, remain untreated and 80 per cent of women are trying to moisturise their feet with a standard body moisturiser. In addition, 88 per cent of care occasions (such as dry hard skin or odour) are not being treated at all.

This shows that pharmacists have a very real and important role to play in helping their customers navigate the foot care aisle and to make the correct diagnosis and treatment purchase. It also highlights that product innovation is absolutely critical – we need to make foot care and foot health even easier for consumers.

Most people are able to self-diagnose, but they need help when it comes to choosing the right product, eg, verruca freeze or verruca plasters. What should pharmacists do? They should make sure they have all the ailments covered, then make sure they’ve got the best solution possible.

67 per cent of people are not using the most effective treatments

Clear point of sale and a clear fixture is critical. Typically we find that only one in five people who visit the foot care fixture to look for something go on to make an actual purchase. This is because of confusion. That’s why RB recommends clear navigation at fixture and offers ‘footzone’ point of sale kits, which clearly define the ailments, enabling the shopper to find the best solution.

Make your foot care aisle easy to find, easy to navigate and attractive. Also ensure you stock a good selection of well-known brands. Scholl continues to be the number one foot care brand in the UK because people trust it to deliver results, and when faced with a wide variety of treatment options and brands they will select something that they already know.

While there is definitely an ‘out of sight, out of mind’ attitude when it comes to daily foot care and treatment of ailments, we are also seeing an emerging trend in a desire for ‘beauty’ type treatments, which pharmacists need to be aware of. Pedicures are now one of the most frequently purchased treatments at UK salons with the average consumer returning every 4.5 weeks. But many people are looking to replicate the salon experience at home, which is why our new Diamond Express Pedi is proving so popular. Diamonds are naturally brilliant exfoliators used by cosmetic dermatologists for gentle yet highly effective exfoliation. By bringing this to the high street, Scholl has made it easy for people to effectively exfoliate their feet at home with a product that also has a touch of the ‘luxurious’.

Identify your target audiences

In terms of target audiences, there are a few that pharmacists should identify:
• People with diabetes: foot care is critical and these individuals should be advised to take care of their feet with a good quality moisturiser such as our Scholl Dry Skin Instant Recovery Cream, and advised that a general moisturiser designed for the body is not suitable for the thicker hairless skin found on the foot.
• Backache: this can be caused by over- pronation of feet – an issue that can be alleviated with orthotic insoles.
• Anyone on their feet a lot: tired aching feet are caused by the different forces that affect the foot while walking and standing, coupled with lack of sufficient cushioning, but currently 53 per cent of sufferers do not treat. This large group of the population could really benefit from new Scholl GelActiv Insoles, which are ergonomically designed with an optimal balance of cushioning and support to offer superior benefits compared to regular insoles.

While we know that many people ignore feet issues, at Scholl our mission is to work in partnership with pharmacists to create a world where people have healthy, great looking feet that can take you anywhere you want with confidence and comfort.