GEHWOL Foot Care Trends 2026-2027: For many people, mobility is becoming the most important goal of foot care

Staying healthy starts with your feet

Those who wish to remain active and independent for as long as possible are increasingly focusing on the health of their feet. The latest GEHWOL Foot Care Trends 2026¹ show that people with a strong health consciousness are much more likely to incorporate foot care into their preventative routine and are increasingly linking it to the goal of maintaining mobility and quality of life in the long term. For just under half of this group, mobility is now more important than purely aesthetic aspects of foot care.

Through the GEHWOL Foot Care Trends, published since 2014, Eduard Gerlach GmbH examines the foot care habits of people in Germany, their motivation for foot care, and societal influences on personal hygiene, health and well-being. For the current 7th study, a representative sample of 1,000 consumers aged 16 and over were surveyed. The 2026 survey focused on the question of what impact a prevention-oriented approach to health – often referred to as a ‘longevity mindset’ – has on attitudes towards foot health and foot care.

The results show that long-term health prevention has long been part of everyday life for many people. 74 per cent of respondents state that they keep their long-term health in mind and actively take steps to maintain it. Three out of four respondents consciously look after their health, even if this involves making sacrifices. In this respect, people with a strong motivation for health differ significantly from the general public, who are less willing to prioritise health over, for example, personal enjoyment in the here and now. At the same time, however, the study also reveals a gap between aspiration and action: 71 per cent initially monitor symptoms and only take action when there is a specific reason to do so. Many respondents cite a lack of time in their daily lives as the biggest obstacle.

Longevity and skincare: the skin as part of a healthy lifestyle

The desire for a long, healthy life is not limited to exercise, diet or preventive medical check-ups. Increasingly, the skin – as the body’s largest organ – is also coming into focus. The concept of ‘skin longevity’ describes the long-term support and maintenance of the skin’s natural functions through regular care. The aim is not merely a well-groomed appearance, but also to protect the skin barrier, promote regeneration and maintain its resilience.

The study confirms this trend. 86 per cent of people with a strong preventative mindset are convinced that targeted skincare can help them age healthily and vigorously. They do not view skincare purely as a cosmetic matter, but see it as an integral part of a health-oriented lifestyle. At the same time, emotional well-being also plays a role: nine out of ten health-conscious people associate personal care with positive moments for themselves.

“The results show that health is viewed in a much more holistic way today than it was a few years ago. Skincare is increasingly seen as part of long-term health prevention. Of particular interest here is the growing importance of mobility as a key health goal,” says Timor Gerlach-von Waldthausen, Chairman of the Management Board at Eduard Gerlach GmbH. Every two years, he and his company publish the foot care trends in collaboration with Statista.

Foot health is becoming a focus of preventative care

This trend is particularly evident in the area of foot health. Whilst 80 per cent of respondents generally consider healthy feet to be important, this figure rises to 85 per cent amongst people with a strong preventative mindset. At the same time, there is a growing willingness to incorporate regular foot care into everyday life. Those who are consciously mindful of their foot health are also significantly more likely to attach great importance to active care and are far more likely to have established care routines.

“What is striking here is the link between functional and emotional motives,” notes Gerlach-von Waldthausen. “On the one hand, many people want well-cared-for feet and to feel good about their bodies. On the other hand, maintaining physical fitness is becoming increasingly important.” For instance, 96 per cent of people with a strong focus on prevention state that mobility and agility are important to them. Among those who are particularly health-conscious and have a consistent foot care routine, this figure rises to as high as 98 per cent. For just under half of them, maintaining mobility has now become the more important goal of foot care than purely visual or aesthetic aspects.

Our feet form an important foundation for movement and independence well into old age. After all, longevity does not necessarily mean a longer life, but first and foremost a longer preservation of quality of life,” explains Joana Raby, Head of Podiatry at the GEHWOL ACADEMY. “Those who regularly check for changes in their feet and take early action can identify many problems in good time and improve the conditions for long-term mobility.”

More conscious care, more targeted choices

As health awareness rises, expectations of care products are also changing. People with a strong focus on prevention are significantly more likely to research ingredients and how products work. 71 per cent actively look into active ingredients. Products with proven efficacy are particularly in demand, as are ingredients that can help support and maintain the skin’s natural functions. A more discerning approach to selection is also evident when it comes to foot care products. For health-conscious users, the focus is on the effectiveness of the products, natural and well-tolerated ingredients, and high quality standards. Almost two-thirds of this target group also value recommendations from experts such as medical staff, foot health specialists or pharmacists.

“Consumers focused on prevention want to be able to understand why a product is suitable for their needs. Expert recommendations and the quality of the ingredients are therefore becoming noticeably more important in the purchasing decision,” says Joana Raby.

Practical advice from a podiatrist: Make foot health part of your daily routine

Podiatrist Sindy Burow, Vice-President of the German Association for Podiatry (ZDF) e.V., explains what should be part of your daily preventative routine:

• Regular care:
  Daily care supports foot health and helps keep your feet in good condition.
• Look closely: Spot pressure points or changes early on and, if necessary, have them assessed by a professional.
• Wear the right footwear: Well-fitting shoes give your feet enough space and can prevent incorrect weight distribution.
• Establish routines: Short care steps are easier to integrate into your daily life in the long term than occasional intensive measures.
• Seek professional support: Podiatry treatments can help identify risks at an early stage and prevent discomfort.

The key GEHWOL foot care trends for 2026 at a glance

• 74% of people in Germany think about their long-term health and take active steps to look after it.
• 89% of health-conscious people are aware of changes in their bodies.
• 96 per cent want to remain physically agile and mobile.
• 88 per cent regard self-care as an important part of long-term health.
• 85 per cent of prevention-oriented people consider foot health to be important.
• 86 per cent also attach great importance to active foot care.
• 71 per cent have established a regular foot care routine.
• 92 per cent see foot care as part of a holistic approach to health and wellbeing.
• For 45 per cent of health-conscious foot care users, mobility is more important than mere appearance.
• When choosing products, effectiveness, high-quality ingredients and recommendations from experts are the key factors.

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Source:

¹GEHWOL Foot Care Trends 2026/27 (Statista GmbH), n = 1,000 people in Germany aged 16 and over, representative online survey, September 2026, available for download online at:
https://www.gehwol.de/en/news/GEHWOL-foot-care-trends-2026

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Note on editorial preparation

Generative AI was used as an assistive tool to optimise the language and editorial content of this press release. Eduard Gerlach GmbH bears full responsibility for the content. All data, statements, conclusions and quotations are based on the underlying study results and were editorially reviewed and approved prior to publication.