Now in its tenth year in Australia, Product of the Year has announced its 2019 winners, with a surprising number of new categories that recognise innovations in healthy and gluten free product lines.

Responding to rising consumer demands for health conscious and dietary specific foods, 10 Product of the Year winners out of a total of 50 went to new products offering healthy and allergy free alternatives to everyday food and beverage items. One category that has become more and more popular among consumers is gluten free, with two categories being created this year for general and kid-friendly products.

In its biggest year yet, with over 14,000 Australian consumers voting for their favourite products of the year, the awards span a wide range of categories including house and home; skincare, hair and beauty; home cooking and pantry; snacks and entertaining; kids; indulgence; healthy options and gluten free; and everyday staples.

Product of the Year Director, Sarah Connelly said, “I’m thrilled at the increase in innovative healthy-option products that are being made available on shelf and being entered into the Awards. It’s a trend that we’ve not seen much of before in the history of the Awards and it signals increasing consumer demand for manufacturers to innovate in these areas. These options are becoming far more mainstream and more affordable than they have ever been before.”

“A category that we have seen consistent growth in each year is ‘convenience foods’ but this year we are seeing more vegetarian easy-option foods, which simply haven’t been available before. It’s wonderful to see these dietary requirements being met by brands, showcasing their leadership in this space.”

Among the 2019 winners, Coles scooped an incredible 11 awards, with Metcash scoring 10 and ALDI an impressive 9 awards. New to the awards this year, Mars Foods were awarded three wins, as were fellow newcomers Freedom Foods, with two wins under their belt.

Consumer response research determines award winners

The Nielsen research that determines the winners involves evaluating consumer response using the six key principles derived from their learnings about successful innovation:

1. Relevance – Is the product fulfilling a need or addressing a problem?
2. Uniqueness – Does is stand out and bring something new to the category?
3. Excitement – Does it excite them? Would they spread the word?
4. Likeability – Does it deliver what you want?
5. Value Perception – Do you think it provides value for money?
6. Purchase Intent – How likely are you to buy this product (again)?

A product’s final score is based on its overall performance across these six KPIs, with the highest index score in the category the winner. 

In evaluating the Products of the Year, research revealed that consumers are generally open to trying new brands and do so on a regular basis, with over half of responders trying four or more new brands in the past year. The range of available products, the location of the store and the deals/promotions available are the most important attributes to consumers when choosing a supermarket.

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