Orthotic insoles can be a profit center for retailers. “Besides generally having higher profit margins than shoes and requiring little floor space, orthotic insoles can be a great source of repeat business,” explains Marc Goldberg Owner of Bonapeda Enterprises (Saluber). Once a customer identifies insoles that give them the support they need, “they often want the insoles in all their shoes and come back to the store to buy multiple pairs,” he added.

For retailers looking to ramp up their insole game this year, there are plenty of options in 2025. Here, brand execs share their insight on what consumers are currently looking for insoles, and what retailers are expecting.

SORBOTHANE/SORBOAIR

The SorboAir replacement insole features a lightweight air-infused Sorbothane foam base for heel-to-toe comfort. A Sorbothane heel is added to absorb up to 94.7% of impact shock before it enters the body, reducing impact-related injuries and relieving pain. A urethane foam liner provides extra cushioning and moisture wicking. Made in the USA. MSRP $30.99.

What are consumers seeking in an insole currently?

“Many consumers need help identifying those products that can help relieve their foot pain. Skilled footwear retailers and practitioners that offer in-person service and that stock a variety of quality products are still the most effective operators at matching consumers with appropriate products.” - Marc Goldberg Owner, Bonapeda Enterprises (Saluber)

“More than anything consumers want value from the product they buy, especially as prices will not come down. Pedag has several value priced products to allow consumers experience German made quality and performance at affordable prices.” -Ivan Komashinskiy, President, Pedag USA

“Consumers are demanding a high level of quality and better performance in their footwear; and also expect that durability will be part of the equation as well in the footwear they purchase. Sustainability continues to be important, but step-in comfort and durability will lead the way. Consumers expect more value and expect that their shoes will perform.” - CB Tuite, Chief Sales Officer, OrthoLite

“I believe quality, durability, function, choice and value will remain top consumer priorities and this will certainly remain a focus for us as well.” - John Hinds, Founder, Cadence

“Consumers are looking for orthotic customizations to help support their unique feet. For Aetrex, the process all starts with a 3D foot scan, which allows us to collect 16 unique measurements of each foot. We then use the data from the consumers’ foot scan to match him/her to a specific orthotic that is best suited for their unique foot type. Our orthotics are designed based on data and learnings from our database of over 50M global 3D foot scans, creating anatomically correct products.” - Larry Schwartz, CEO, Aetrex

“Through recent insight studies, we see a growing trend of consumers wanting personalized underfoot experiences that go beyond basic comfort. This includes a desire for products that both feel good and deliver uncompromising performance, whether that means optimizing movement, minimizing injury risk or navigating the demands of a busy workday more efficiently.” - Matt Gooch, VP of product and innovation, Superfeet

“Active participants continually ask for a way to add lightweight performance and cushioning and put comfort back into their runs or workouts. Running, walking, playing pickleball or standing — consumers are looking for support and comfort.” - David Church, president, Sorbothane

PEDAG/VIVA

Viva is a vegetable-tanned leather orthotic with arch support. This insole’s natural materials and activated carbon odor control work in tandem to eliminate stink and promote a healthy foot environment. Designed to fit snugly into any shoe or boot, this comfort footbed supports the foot and helps to alleviate arch and back pain. Viva is also available in High, Low, Outdoor and Sport styles MSRP $40.

SALUBER/H485 SERIES

These comfort anatomical insoles feature an Alcantara cover which provides extreme toughness (yet with a soft feel), absorbs perspiration and is non-allergenic. A cocooning heel with a PORON anti-shock insert helps perfect posture, absorb vibration and soften heel impact. Made in Italy.

MSRP $104.99 - $107.99.

CADENCE/PERFORMANCE MP

Performance MP is a sleek, low-profile companion to the brand’s popular EX+MP. The Performance MP provides midfoot support, a built-in metatarsal pad and an unstructured heel counter for enhanced shock-absorbing comfort, plus relief under and around the heel.

MSRP $49.95.

AETREX/EDGE

The new Edge is a full-length unisex orthotic, designed for footwear with less space, such as cleats and ski boots. This series helps prevent and alleviate issues like plantar fasciitis, arch pain and metatarsalgia by providing essential sup-port, cushioning, and pressure relief. The orthotics offer stability and feature a slim forefoot profile and are perfect for high-impact winter footwear.

MSRP $59.95.

SUPERFEET RUN SUPPORT

2025 marks an update to the Run Support family, designed to help runners train stronger, reduce fatigue, and recover quicker. This update features refined geometries for Run Support High, Run Support Medium and Run Support Low to complement a proprietary EVOLyte carbon-fiber reinforced foundation. The new Aerospring Rebound comfort foam contains recycled materials.

MSRP $59.99.

ORTHOLITE/FLOAT

This lightweight underfoot technology responds to the unique movement of the foot and quickly rebounds after each step. Float provides immediate comfort along with a ‘cushy’ floating ride. The comfort technology delivers moisture management and l performance throughout the entire lifespan of the shoe. OrthoLite Float can be used within comfort casual, outdoor, athletic, dress, fashion, and all active lifestyle footwear categories.

Tell us something that might be “surprising” about insoles.

“The majority of our orthotic consumers are aged 25-35, more so than 65+. These consumers regard their orthotics as equipment that helps them feel and function better in their daily activities.” - Matt Schwartz, Chief Revenue Officer, Aetrex

“The perception of insoles is evolving. Athletes are more open to the idea that the right insoles can play a significant role in helping achieve goals. Gone are the days where insoles are reserved for medical referrals, with many consumers looking to optimize their kit with this essential to help them perform at their best.” - Matt Gooch, VP of product and innovation, Superfeet

“An insole that works well in one pair of shoes may not feel the same in another, as different shoes—even within the same brand—are built with unique lasts and footbed designs. A replacement insole can be from the same brand or a different one, depending on your needs and personal preferences. - John Hinds, founder, Cadence

“We’ve seen an uptick in paddle sports and training. Active lifestyle footwear will continue to see favorability, along-side the ongoing growth within the run category that’s been laser-focused on the investment benefits of using higher performance insole technologies and premium materials.” - CB Tuite, Chief Sales Officer, OrthoLite

--------------

What Retailers Expect from Insole Brands

‍

Brands that help bring customers into the store.

‍

Styles that are easy to sell.

‍

Offerings that produce good profit margins.

‍

Products that “stay sold.”

‍

Comfort in sharing ideas with brands.

‍

Brand partners that accept helpful feedback.

‍

Offering a service that isn’t available online.

‍

Responsive customer service.

‍

Alignment with a retailer’s values.

‍

Upholding MAP (minimum advertised price) policies.

‍

Flexibility, consistent quality, innovation and sustainability.

‍

Timely delivery.