Natural foot care meets baby boomer demands

By Simon Pitman

- Last updated on GMT

As the number of graying baby boomers swells so too are the number
of natural based products aimed at this group - a fact evinced by
the growing number of natural foot care products on the market.

A quick glance on US drug store shelves shows a growing number of foot care products aimed at the specific issues facing aging feet, - products that are also being increasingly marketed on the fact that they include natural ingredients. Such products includes ingredients such as exfoliating enzymes and shea butters and feature big brand names such as Olay and Xenna. "I think people are actively reading the ingredient line on labels now, looking to avoid certain chemical ingredients and find more natural, 'greener' ones,"​ said C.J. Buck, CEO of Xenna. The company offers a range of innovative treatments for both feet and toenails that specifically target conditions affecting people aged 50-plus, particularly diabetics who especially suffer from foot conditions.. One of these products is NonyX Nail Gel, which addresses the problem of toenails that have become unattractive due to discoloring as part of the aging process. The company says that this product helps to remove keratin build-up, which is responsible for a yellow or granular effect over time, giving the toenail an unhealthy and rough-looking appearance. Xenna also markets CalleX dry heel ointment, which specifically targets this hard-wearing part of the foot. Likewise, treatments that are also offered to this age group from the Olay brand include a thermal pedicure treatment that particularly targets dry areas of the foot that crack and add to an overall aging look to the feet. These type of natural-based foot care products are rapidly contributing to a market that Packaged Facts believes will help develop the current natural and organic market into a $10.2bn industry by the year 2012.

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