Over 100,000 consumers select most innovative grocery products

Posted by Editorial on 27th January 2009

Sixteen brands have been chosen by consumers as the most innovative for 2009.

In the largest consumer-voted program in North America to reward innovation among the consumer packaged goods industry, over 100,000 shoppers lodged votes on their favourites in 16 categories.

Winners of the categories are able to use the red ‘Product of the Year’ logo on packaging, advertisements, flyers and in-store displays. A competitive advantage according to a recent survey conducted by research company, TNS, which found that displaying the logo on a package is 25% more effective at generating purchase interest from shoppers than simply displaying the word “New” on a package.

“Economic uncertainty makes consumers more risk averse and drives them toward better value products,” according to Shannon Hazlett, Senior Manager at TNS. “The TNS survey found that 41 per cent of consumers are seeking new products that offer better value for the money. Recommendation is also really important for new products, with consumer endorsements positively impacting purchase interest amongst close to half the population. POY products are endorsed by real consumers and send a strong message that these are new products worth trying.”

Product of the Year teamed up with TNS to gather the thoughts and opinions of the more than 100,000 American consumers. In October 2008, those consumers voted on over 40 entries from a variety of categories, and ultimately selected this year’s winners.

“Consumers are inundated more than ever with thousands of products and advertisements vying for attention spans, and a continually changing economy,” said Phil Lempert, The Supermarket Guru, and official spokesperson for Product of the Year USA. “There is a fear and hesitancy to spend their hard-earned dollars on products that simply do not deliver. The POY program takes the approval of more than 100,000 shoppers and places front and centre on store shelves for everyone to see.”

The winners (category, brand, brand owner):
Air Care: Oust Surface Disinfectant & Air Sanitizer (SC Johnson)
Beverages: Canada Dry Green Tea Ginger Ale (Dr Pepper Snapple Group)
Body Care: Olay Spa Exfoliating Ribbons Body Wash (Procter & Gamble)
Child Care: Similac SimplePac (Abbott Nutrition)
Cosmetics: COVERGIRL LashBlast Mascara (Procter & Gamble)
Frozen Foods: O Organics Four Cheese Stone Baked Pizza (Better Living Brands)
Hair Care: Pantene Pro-V Beautiful Lengths (Procter & Gamble)
Home Technology: Duracell Color Mini Charger (Procter & Gamble)
Household Products: PUR Flavor Options (Procter & Gamble)
Insect Repellents: OFF! Smooth & Dry Aerosol (SC Johnson)
Kid’s Nutrition: Mott’s For Tots (Dr Pepper Snapple Group)
Men’s Deodorant: Degree Men Absolute Protection (Unilever)
Over-The-Counter Medicine: ZYRTEC Allergy (McNeil Consumer Healthcare, Division of McNEIL-PPC, Inc.)
Outdoor Products: Kelsyus Original Canopy Chair (Swimways Corporation)
Professional Hair Care: Wella System Professional Gloss On (Procter & Gamble)
Women’s Deodorant: Degree Women Ultra Clear (Unilever)