ROMANSHORN, Switzerland, January 12
- Category Inventor MBT Market Leader in Most Countries
New data by The NPD Group, Inc. a US-based market research company, hasrevealed that the physiological footwear category is booming. Physiologicalfootwear's unstable sole construction simulates barefoot walking on soft,uneven natural ground, thus activating the small muscles throughout the body.According to NPD, the category's sales have increased four-fold during the 12months ending November 2009 vs. the previous year. NPD has calculated the USmarket to be worth $76 million, in the four retail channels that the companytracks. Estimates by the trade magazine Footwear Insight value the worldwidemarket to $100 million. The vast majority of US sales are credited to womenwho buy the footwear for their toning and shaping effects.
The rise of physiological footwear has had a clear impact on the walkingcategory, NPD says. Physiological footwear now generates almost 25% of thewalking volume in the US. Sales of walking footwear without the physiologicalfunction have gone down by 12%.
Among the brands to benefit most from the boom is category inventor MBT.The Swiss company that invented the concept of unstable footwear has soldmore than five million pairs in over 30 markets and experiences double-digitgrowth.
As the only brand whose functionality is proven by extensive academicresearch, MBT remains the leader in most markets. Unlike competitor brands,it doesn't solely focus on female toning and shaping but is also recommendedby doctors to alleviate back and joint pain.Press contact: [email protected]