Sales of toning and shaping footwear have growth potential according to The NPD Group

Sales of toning and shaping footwear have growth potential according to The NPD Group

Footwear that shapes and tones the wearer continues to offer exciting opportunities for manufacturers and retailers of these products, new research suggests.

In an update to its benchmark study on the Toning and Shaping Footwear market, The NPD Group points out that: "Consumers have just begun learning of toning and shaping footwear."

Six months after the release of its original report, the market research company has found that awareness and ownership has increased, and sales are growing.

But while nearly eight in ten females surveyed were aware of this category of footwear, most said they weren't ready to make a purchase - although NPD Group believes there is an opportunity to convert these women into buyers.

"Consumers have just begun learning of toning and shaping footwear," said Marshal Cohen, chief industry analyst, The NPD Group, Inc.,

"Since our first study, new manufacturers 'have gotten in the game' providing a wider variety of options," said Marshal Cohen, NPD Group's chief industry analyst. "Consumers are testing them out and spreading the word. But there are still holdouts.

"Up to this point manufacturers and retailers have been building awareness among consumers, and now it is time the retailers and manufacturers focus on getting consumers to 'test stride' these shoes.

"There is untapped potential here, and there is opportunity to prove that these shoes work. Most consumers say they are sceptical of the 'fitness' claims so perhaps it's time to shift the messaging to the 'wellness and comfort' these shoes deliver."