Women ditch high heels for trainers

Research shows a significant shoe shift from last year with women aged 35 to 44 driving the trend away from heel. More women bought trainers than high heels for the first time ever this year, figures show.

Some 37% of UK women who have bought shoes in the last year bought trainers, compared with 33% who bought heels, according to analysts Mintel.

The figure is a significant shift from last year when 35% bought trainers and 35% bought heels.

Women aged 35 to 44 are driving the trend away from heels, with 48% of those in this age group buying trainers in the past year compared to the 30% who bought heels.

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Most buyers were from the 35 to 44 age group

Mintel senior fashion analyst Tamara Sender said: "For the first time ever sales of trainers have overtaken high heels.

"The UK sportswear market has seen strong growth in the last year and there has been a trend for consumers to integrate sports clothing into their daily wardrobes, meaning trainers have also become more popular among women, overtaking heels to become the second favourite item of footwear after flat shoes.

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Analysts say consumers are integrating sports shoes in their daily wardrobes

"Athletic footwear is increasingly being used for everyday non-sporting activities showing that trainers are now more likely to be used for non-sports use.

"Women aged 35 to 44 have become the main trainer buyers proving the trend is no longer limited to younger consumers."

Mintel estimates that UK footwear sales will increase 5.4% this year to reach £10.5 billion, up from £10 billion last year.