Price plays a subordinate role
When asked what aspects of barefoot shoes are particularly important, most answered that more comfort and freedom of movement for the toes (89.1 %) as well as the natural foot movement and foot development (88.0 %) were particularly important to them. An aspect that is otherwise one of the most important in all markets and product groups plays only a subordinate role here, explained Hanke: “Usually the price-performance ratio is one of the most important factors. With 16.6 %, this only plays a subordinate role. You are obviously ready to pay more for a barefoot shoe.” After all, barefoot shoes are worn almost every day. 87.5 % of the respondents stated that they used their barefoot shoes every day. They wear another 11.3 % several times a week, only around 1 % less often or not at all. It is only logical that all respondents provide for their barefoot shoes in everyday life. Only around half (50.9 %) uses them in sports. “Apparently there is a conventional sports shoe more often. I believe that there can still be movement in the area,” says Hanke. A realization runs through all questions: the differences between the settlement typologies were each minimal. “The results are always quite similar. So it is neither a country nor a city phenomenon.”
With the survey, Marketmedia24 wants to gain initial knowledge in the segment. Jürgen Hanke explained that it should not end: “We have already had the first discussions with brands and want to look at the overall market in a more detailed study. We want to determine the potential where the market can go. And we want to ask non-barefoot shoe carriers to find out how to get them to try out barefoot shoes.” At the fair, the possible future and the potential of the segment were discussed. “We want to bring the discussion on a stable database,” hopes Hanke from future research.
