Aussie shoppers are driving health and wellness supermarket trends with new winning products.

Now in its 17th year in Australia, the world’s largest consumer-based awards program continues to recognise product innovation and serve as a trusted shortcut for shoppers, saving them time and money at the checkout.

This year, health and wellness are front of mind for Australian consumers.New research conducted by NielsenIQ for Product of the Year reveals that 74 per cent of Australians say they have a personal health goal, with shifting priorities shaping the supermarket shelves. Younger and mid-life adults are particularly focused on finding products that support energy, fitness, better sleep, stress relief and mental sharpness.

The top wellness preferences shaping decisions include no sugar (37 per cent), high protein (36 per cent) and gut health support (20 per cent). These trends are reflected in this year’s winners across vitamins, supplements, fertility and healthy snacking categories, including Ultralife Adult Hair Skin Nails Gummies, Ultralife Ashwagandha Tablets and Macro Chia Sesame Snaps.

Almost one in five consumers now turn to products promoted by social media influencers, with these recommendations directly influencing what lands in their shopping baskets. From viral healthy recipes to trending fitness diets, social media is shaping purchase decisions for younger audiences, with TikTok (66 per cent) and Instagram (49 per cent) leading the way for Australians aged 18 to 24.

Beyond the wellness wave, Australians are placing strong value on peer recommendations when navigating supermarket aisles. Research reveals that seeing the POY logo on shelves boosts shoppers’ confidence, with one in four saying it influences their purchase decisions.

Product of the Year Director Sarah Connelly said: “Shopping can feel overwhelming when you’re faced with hundreds of options in every aisle, so it’s important to have some smart shortcuts.”

For Aussies looking to make the most out of their shop, Product of the Year’s top shopping tips are:

1. Plan ahead by making a shopping list to stay organised and avoid overspending.
2. Be open to trying new products, as innovation often brings better value, quality, and convenience.
3. Look out for the red POY logo, so you can buy with confidence knowing the product has been judged and voted on by over 5,000 Aussie shoppers.

This year’s research also revealed that private labels are seeing unprecedented levels of trust, with over half of shoppers now saying they trust them as much as, if not more than, national brands. This is particularly strong among younger adults, higher income earners and employed individuals.

Ms Connelly said: “Of the 40 winning products in the 2026 POY Awards, 27 were innovative products from Coles and Woolworths. Last year, home brands claimed 55 per cent of the winning categories, while this year that figure has jumped to 68 per cent, showing us that investments in innovation from private labels are continuing to resonate with shoppers.”

Retail hopping is also on the rise, with four in five Australians now shopping at more than one retailer each month. For seven in ten, the motivation is finding better deals, but other drivers include product availability (57 per cent), convenience (40 per cent), loyalty rewards (35 per cent) and access to exclusive products (31 per cent).

In addition to this, sustainability continues to rise as a purchase driver, especially among younger generations and employed groups, with three in four consumers saying ethical sourcing is important to them. Winning products from this year’s POY Awards reflect this growing trend with sustainable winners including Cocobella Coconut Water Coffee for its recyclable packaging, Koala for its B Corp certification and Bespoke Foods for its sustainable sourcing of potatoes.

The POY awards also welcome first-time winners in 2026, including Made Group Swiss Precision Diagnostics GmbH, Scholl, Rokeby Nutrition, Flora Food Group, and Bespoke Foods.

“It’s always exciting to welcome new brands into the POY community, especially those who are shaking up their categories with a strong focus on consumer needs. These newcomers prove that innovation is key for Aussies, and that shoppers are eager to reward products that go the extra mile,” said Ms Connelly.

POY entries are accessed by a panel of industry experts for quality, credibility, and innovation, producing a shortlist of category finalists. These finalists are then evaluated and voted on by a panel of over 5000 Australian consumers. The process is supported by NielsenIQ, which then applies six key innovation criteria to analyse consumer feedback, including:

1. Relevance – is the product fulfilling a need or addressing a problem?
2. Uniqueness – does it stand out and bring something new to the category?
3. Excitement – how excited are shoppers to use the product, and would they spread the word?
4. Likeability – does it deliver on its promise?
5. Distinctiveness – does it add something new to its category?
6. Innovation – is it genuinely innovative?

Key research findings from NielsenIQ

1. 74 per cent of Australians say they have a personal health goal.
2. Nearly one in five consumers turn to products promoted by social media influencers.
3. One in four shoppers say seeing the Product of the Year logo increases their confidence to try or repurchase a product.
4. Over half of shoppers now trust private label products as much as, or more than, national brands.
5. Four in five Australians shop at more than one retailer each month.
6. Three in four consumers say ethical sourcing is important to them.

[1] Product of the Year Australia 2026 – Diagnostic Report 2025. NielsenIQ.

2026 Product of the Year winners