Page 22 - P4403.14_V92_YOUROTC_Book MAY_2024 NI

22 IN THE KNOW
22 HEALTHCARE: FOOT CARE
In The Know: Foot Care

Category breakdown
The Foot Care category can be broken down into a set of sub categories that will support customers
with different requirements. You can also adopt these Sub Categories in your store, when managing this
category; Athletes Foot, Blister, Nail Care, Foot Skin care,Verruca and Corn/Calous/Bunion.
As we approach the summer months we will be reaching the seasonal peak for Foot Care, as it is when
we find more people wanting to shop within this category. Now is a really good time to make sure that
your Foot Care category is ready for action.
Bare in mind that Foot Care is a category that typically advocates for ‘Self treatment’ and as such, your
customers will often be looking for advice on the best product to treat their needs.

Foot Care Cat Sales share
10%
of total Foot Care
9%
Market sales vs 15% 15% 24% ATHLETES FOOT
Pharmacy sales 41% BLISTER
NAIL CARE
The Foot Care category within 15%
Independent Pharmacy is worth £11.5 10% 19% FOOT SKINCARE
million and has grown in the last 12
months by 15% vs previous 12 months. 18% VERRUCA
This makes up just over 10% of total 13% CORN/CALLOUS/BUNION
market Foot Care sales. 11%
Source : Circana we 17.02.2024
When asigning space to your Foot Outer ring = Indi Pharm
Care category, and making decisions Inner ring = Total Market
around what types of products to stock,
particular attention should be given Value Sales March 23 - Feb 24 Size
to the sales % splits to ensure you MED FOOT CARE TOTAL £11,563.363
dedicate enough product and space in ATHLETES FOOT £4,715,559
order of sales importance. BLISTER £1,316,323
NAIL CARE £1,492,889
FOOT SKINCARE £1,104,368
VERRUCA £1,772,425
Merchandising CORN/CALLOUS/BUNION £1,161,799

Customers will expect to see a wide range of Foot Care products available, to meet many different need
states as Pharmacy is often the first point of contact for customers who require a medicated product.
• Merchandise your products in an easy to navigate fashion
• Use signage and/or point of sale to help direct customers
• Product information leaflets for customers to take away
As an example, from the sales charts shown above, you will see that the % of sales share in the Athletes
Foot category is much higher in Independent Pharmacy vs that of the rest of the market, so its important
to give this section enough representation.
We recommend a space split for your Foot Care Category simlilar to this example.