GEHWOL Foot Care Trends:

Beauty trends and self-care determine foot care

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The GEHWOL Foot Care Trends show that foot care has long since become a lifestyle topic. This representative data pool contains the opinions of 1,000 people in Germany, which were collected using an online questionnaire. The survey focuses on the importance of foot care, various foot problems, and the motivation for foot care in relation to social sub-trends. The importance of regular foot care and keeping your feet healthy was already highly rated two years ago.

However, the long-term developments are impressive. Here, we can see: Foot care awareness has developed especially positively over the last ten years among people under 50 years of age. The most significant increase in the approval rating of foot care importance was found among 20 to 39-year-olds. One example: In 2014, only approximately one in two (55%) 20 to 29-year-olds regarded foot care as important. In this year's wave, three quarters of those surveyed (76%) feel this way. This means that the approval rating has increased by more than 20 percentage points. Among 30 to 39-year-olds, 82% now regard foot care as important or very important, representing an increase from 64% in 2014. In other words, foot care is increasingly well accepted, even among younger people.
 
Good reasons for well-groomed feet

The reasons for regular foot care are varied and show how individually it is perceived. GEHWOL Foot Care Trends define a total of six care types with different care motivations and goals. Mindfulness and beauty are the most important drivers for positive skincare awareness. This is especially true for women. For men, problem solving is the main deciding factor.

Compared to the general public, people with an affinity for foot care are more likely to be inspired by new trends such as careness, beautyness, self-care and mindfulness. One in four foot care enthusiasts classifies themselves as a first mover, who likes to try out new products and services straight away. Depending on the trend, this is particularly true for beauty-conscious persons and self-attentive care enthusiasts. This is also one of the reasons why foot care as a lifestyle topic has become particularly popular among younger generations in recent years. Younger persons tend to be more trend-savvy than older people and are more influenced by trends in their choices. On the other hand, their interest also shapes the popularity of trends, drawing in their peer group as well.

Quality is mandatory

When foot care is highly valued, people increasingly use specialized products, and also obtain professional foot care significantly more often. When selecting care products, most people seek high-quality ingredients and good quality management. Wellness and sensual care experiences are important here. In particular, around two-thirds of young people who care for their feet for aesthetic reasons round out their care ritual with a lovely scent or a coordinated product range.

As expected, foot care plays an even greater role in people who are prone to skin problems. They consistently take care of their feet to prevent problems. The most common foot problems include dry skin, excess callus, and cold feet. Interestingly, a positive attitude to foot care does not necessarily lead to greater satisfaction with one's own feet. Around half of persons who consider foot care important are not satisfied or less satisfied with the condition of their own feet. In contrast, those who consider foot care less important or not important at all are more likely to be satisfied.

In summary, the GEHWOL Foot Care Trends 2024 show that the willingness to obtain foot care is high and actually growing, especially among younger, trend-savvy people - inspired by the desire for a lifestyle that includes self-care and mindfulness. However, goals and product preferences are individual, and vary depending on the type of care.

Source: GEHWOL Foot Care Trends 2024/25 (Statista GmbH), n = 1,000 people in Germany aged 16 and over, online representative, March 2024