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PRODUCT OF THE YEAR FROM PAGE 27 This year, Product of the Year is also proud to announce its newest awards category, ‘Ones to watch’, which recognises innovative products from smaller companies that may be unable to enter the main awards program due to the early stage of their brand, growth and distribution journey. We’re honoured to be able to showcase these winners for 2021 and continue to partner with smaller businesses across Australia to offer a platform to promote their brands during these uncertain times. Pharmacy and skin care products also made a strong showing this year, taking out eight of the 29 awards on offer across the beauty, oral care and skin care categories. This year Coles has had a record number of wins, making a splash by scooping up 11 awards, taking home the top gongs for the bakery, coffee, body care and dessert categories. Shoppers can be confident when buying Product of the Year category winning products, because they undergo a rigorous testing process. A panel of judges comprising industry experts first tested the products for quality, credibility and innovation. The resulting product finalists were then reviewed and voted on by 9,000 Australians (8,000 for the main competition and 1,000 for the ‘Ones to watch’). The Nielsen research that determines the winners involves evaluating these consumer responses by using these key innovation criteria: 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 – how excited are you to use the product? Would you spread the word? 4. Likeability – does it deliver what you want? 5. Distinctiveness – does it add something new to its category? 6. Innovation – is it an innovative product? Key research findings from Nielsen • Shoppers are more likely than ever to buy a new product with a Product of the Year logo – advised by 46 per cent of respondents. • 82 per cent of consumers claim their shopping experience has been impacted during Covid-19. • 47 per cent of shoppers couldn’t buy the products they needed or wanted, due to panic buying, particularly among older Australians (52 per cent). • During the height, so far, of the pandemic (March-May), 64 per cent of consumers bought and tried a new brand they were previously unfamiliar with. Of these, 21 per cent would buy it again. • Woolworths took the top spot in consumer favour, labelled by shoppers as the best retailer for a range of attributes, including ‘cleanliness,’ ‘best/widest range of fresh produce’ and having the ‘best online shopping experience’. • Coles was also highly placed for consumer favour, with 31 per cent claiming the retailer provided the best shopping experience, and 32 per cent that it provided the best deals and promotions. • Overall, shoppers were increasingly positive about retailers’ abilities to adapt and handle the challenges of the pandemic, with 70 per cent claiming Woolworths and Coles showcased the best management across the board. • Heading into 2021, consumers will be more likely to buy products that are Australian made (75 per cent) and convenient for them (74 per cent). 28 RETAIL WORLD NOV, 2020