Footwear Fit Report: Why Proper Shoe Fit Matters

More than three-quarters (77%) of adults have never had their feet professionally measured – are your shoes really the right fit?

Most adults aren’t aware of their ideal shoe fit, impacting their comfort, posture, and wellbeing. Wearing comfortable shoes can make all the difference, regardless of whether you’re wearing hiking boots, trail running shoes, or walking shoes.

Our Footwear Fit Report combines a nationwide survey of 2,000 UK adults with anonymised in-store 3D foot scan data to reveal the diversity of foot shapes and sizes.

We explore the disconnect between what we prioritise when buying shoes and what we actually experience once we start wearing them. We also explain why it can be hard to choose the right shoes for your feet, and how to find the right footwear for your anatomy.

In this article

• Why shoe size alone rarely guarantees the right fit
• The impact of poor-fitting shoes
• In-store scanning helps you find your perfect fit
• Balancing style and comfort
• How footwear priorities change with age
• How shoe fit habits vary across the UK
• Choosing the right shoes for your outdoor adventures

Why shoe size alone rarely guarantees the right fit

Comfort is the goal, but many struggle to achieve it. This is because discomfort can be due to your shoe’s shape, rather than just its size. Proper shoe fit improves your posture and gait, reducing the strain on your knees, hips, and lower back.¹

Even people with the same shoe size can have foot shapes that vary up to 1.7 cm in width and instep height. In fact, around half of people have significant differences between their left and right feet.

These insights are supported by anonymised 3D foot scan data from Volumental, the technology behind GO Outdoors’ in-store scanning service. By analysing real foot measurements at scale, the data highlights how much foot shape can vary, even among people who wear the same shoe size. It shows that single size label rarely reflects the full picture of how a shoe will actually fit.

Even within standard shoe sizes, almost half (49.8%) of people do not have average proportions in both width and instep, as almost two in five (38%) differ in one dimension, and one in eight (12%) differ in both.

This means that half of Brits should look for shoes that accommodate their specific width and/or instep needs, rather than just their foot length. Instep height differences are even more common, which helps explain why one shoe can feel secure while the other feels tight or loose.

This is particularly important for people buying running shoes or walking boots, where repetitive movement and longer distances can turn small fit issues into bigger problems.

The impact of poor-fitting shoes

Our survey found that over three-quarters (77%) of the UK population have never had their feet professionally measured as an adult.

Over two-thirds (67%) of people say comfort and fit are their top priorities when buying shoes, showing that this is a key concern. Despite being at the forefront of shoppers' minds, the data reveals how many might not know how to choose the right shoes.

Over half of adults (52%) have experienced blisters or rubbing: 58% of women and 42% of men. A quarter of people have had foot pain or numbness from their footwear, and a fifth have had toenail pain from their shoes. The data shows that these are everyday discomforts that many accept as normal.

There is also a common belief that shoes will eventually ‘break in’, and most people have pushed through discomfort at some point:

●      Almost a quarter (23%) of people say they often continue wearing uncomfortable shoes, expecting them to break in

●      Nearly two-fifths (39%) say they have done this once or twice

●      Just 12% say they usually return or replace uncomfortable footwear.

Research supports this, showing that between 63% and 72% of people wear footwear that is incorrectly fitted, and up to 88% wear shoes that are too narrow.²

In-store scanning helps you find your perfect fit

At selected GO Outdoors locations, our in-store scanning service captures the full 3D shape of your feet. The scan can:

●      Identify your specific foot shape profile

●      Recommend shoes that fit your anatomy

●      Account for left-right asymmetry, which affects over 50% of people.

When finding the right fit, most people only look at the number on the box. However, length is only one piece of the puzzle. For a shoe to be truly comfortable and supportive, it’s important to consider three dimensions:

●      Length: Ensures your toes have enough room to move without hitting the front of the shoe.

●      Width: Prevents the sides of your feet from being crushed, which can lead to blisters, bunions, and chronic pain.

●      Instep: This is the vertical height of your foot between your toes and your ankle. If your instep is high, shoes often feel painfully tight, even if the length and width are perfect.

Scanning provides a clearer picture of what your feet actually need, helping you find footwear that feels like it was made for you.

Watch a demonstration of our scan service, available at selected GO Outdoors stores, here:

View this post on Instagram

A post shared by GO Outdoors (@gooutdoors)

Visit a GO Outdoors store and try a 3D foot scan, because your outdoor adventure starts from the ground up. Free gait analysis available at GO Outdoors:

●      Manchester Arndale

●      Northampton

●      Stoke

●      Stockton

●      Coventry

●      Swindon

●      Derby

●      York.

Balancing style and comfort

While comfort is the leading priority for most shoppers, our findings reveal differences in how men and women approach footwear.

Style is important for almost two-fifths of the UK (39%), and even more so for women (44%).

This difference may help explain why women report higher levels of footwear-related discomfort.

Women are also almost three times more likely to say they often continue wearing uncomfortable shoes in the hope they will ‘break in’ (31% compared to 12%).

With more varied styles often available in women’s footwear, achieving the right balance between look and fit can sometimes require more precise sizing, particularly in terms of width and instep height. Almost two in five (37%) of women say they have felt discomfort from heels or dress shoes, compared to just under a quarter (24%) of men.

Within a single shoe size, foot width can vary by up to 16 mm, meaning two people wearing the same size could have significantly different foot shapes.

Differences between left and right feet are also more common than many might realise:

●      For more than half of both women (53%) and men (54%), the width difference between their own two feet is as large as the typical width increase gained by moving up a full shoe size

●      Instep variation is even more pronounced, with around 80% of women and 82% of men showing left-to-right differences comparable to a change in size entirely.

How footwear priorities change with age

Over half (55%) of 18-24-year-olds prioritise comfort and fit when buying shoes, with this figure rising steadily across age groups and reaching over 9 in 10 (93%) among those aged 65 and over. This shows how fit and comfort become even more essential with age.

Style is most important to those aged 25-34, with more than 4 in 10 listing it as a priority. Brand importance drops with age, from over a quarter (28%) of 18-24s to just 4% for those over 65.

Younger adults are more likely to push through discomfort

More than a third of 25-44-year-olds say they often continue wearing shoes that feel uncomfortable in the hope that they will ‘break in’, compared to less than 1 in 10 over-65s. Older shoppers are also more likely to say they have never bought shoes that needed breaking in at all.

Younger age groups also experience higher levels of blisters and rubbing, while older adults report fewer overall footwear-related problems.

How shoe fit habits vary across the UK

Across England, most people have never had their feet professionally measured as an adult. In London and Manchester, that figure reaches more than 8 in 10[1](83%). Birmingham, Leeds, and Sheffield are close behind at around 80%. Even in Southampton, which reports the lowest figure among surveyed English cities, nearly 6 in 10 (59%) adults have never been measured.

Despite this, comfort and fit are consistently ranked as top priorities. In Sheffield, 82% say it’s one of the main factors they consider, while Liverpool (79%), Newcastle (78%), and Southampton (78%) also strongly value comfort. London is slightly lower at 68%, but still shows a clear importance of this factor.

The most common issues with footwear in different UK cities

However, many experience discomfort. In London, over a third (34%) say they have felt foot pain or numbness, a higher rate than in most other English cities. Sheffield has the highest rate of blisters or rubbing at almost two-thirds (64%).

Toenail pain is particularly notable in Norwich (27%), Sheffield (25%), and Southampton (25%). Manchester stands out for reporting higher levels of hip or lower back pain (28%) and tired or aching legs (30%) linked to footwear.

The footwear types causing the most issues in different UK areas

Smart shoes are the main culprit for shoe discomfort in many cities, including Manchester (42%), Newcastle (41%), and Sheffield (38%). These types of shoes also cause discomfort for nearly a third in London, as well. Smart shoes are often worn for long workdays, commuting, or formal occasions, which can mean spending hours on your feet in footwear that is designed to look good rather than feel good.

In Wales, around 2 in 10 (21%) people report discomfort when wearing walking boots. Whereas, in Northern Ireland, over two-fifths (44%) have experienced discomfort from some kind of hiking boot. Walking boots are often worn during longer outdoor activities, such as hiking, where your feet can be under pressure for extended periods. On steep paths or declines, feet can shift inside your boots, meaning any mismatch in size, width, or shape can quickly lead to rubbing.

Choosing the right shoes for your outdoor adventures

Over a quarter (26%) of survey respondents find walking boots or hiking boots the most uncomfortable, showing just how much finding the right fit matters for hikes and long walks

15% say training running shoes and road running shoes bring them discomfort. Finding the right shoes for trail and road running can be crucial in improving performance and reducing injury risk.

By understanding your foot shape and gait, you can pick shoes that support your body.

Methodology

We issued a survey to 2,000 UK respondents, asking about footwear priorities and concerns, in February 2026.

We also used 500,000 anonymised in-store 3D scan data from Volumental, the provider of GO Outdoors’ in-store gait services.

Sources

Footwear and Foot Health - Unveiling the role of proper shoe fit in preventing podiatric issues and enhancing well-being

Journal of Foot and Ankle Research - Incorrectly fitted footwear, foot pain and foot disorders: a systematic search and narrative review of the literature