Consumer demand for results guaranteed cooking solutions and on-the-go convenience revealed
Fail-safe cooking products and on-the-go solutions have topped the list of the most innovative items in the consumer marketplace, according to new research by Product of the Year. More than 10,000 consumers determined the winners, making Product of the Year the world’s largest consumer-voted annual award for product innovation.
Consumers are constantly reminded of the importance of cooking from scratch, but in an age when we are all so time-poor, a clear demand for predictable home cooking products has developed. Knorr Flavour Pots proved popular in this year’s awards; the handy pots have become a fail-safe kitchen addition by capturing the flavour and intense aroma of fresh herbs and spices and instantly bringing to life any dish.
The convenience factor of Asda’s Butcher’s Selection Chicken in a Bag and their Butcher’s Selection Roast Beef in a Tray earned points in the food categories and Go Chef has been named a must have kitchen appliance. The one-pot cooker has eight different functions and even allows you to set a timer so that food is ready when you return home.
Further to kitchen solutions that take the risk out of cooking from scratch, this year’s results also confirmed that on-the-go products are here to stay. Robinson’s SQUASH’D, a portable pack of super concentrated squash, scored highly as consumers confirm their appetite for portable versions of well-loved products. The newWeetabix On The Go Breakfast Drink also impressed at breakfast time by combining all the elements of the popular cereal in a handy 250ml bottle.
Supermarket beauty alternatives fared well in this year’s awards despite stiff competition from traditional industry names. Consumers championed Tesco’s inexpensive own brand ranges, with their Pro Formula and BD Trade Secrets collections taking four highly coveted categories including best skincare, moisturiser, hair removal and hero beauty item.
2015’s results show that consumers are waving goodbye to overflowing bathrooms and kitchens and moving towards multi-purpose products. Clairol’s 5in1 Camomile shampoo, a 5in1 product that declutters showers by suiting the needs of all family members in one bottle, took the 2015 shampoo crown. While the Flash Magic Eraser, a re-useable, all in one, multi-surface stain remover, won the household cleaning award.
This year’s awards saw the introduction of a technology category with the Acer Iconia One 7 tablet coming out top. Voters heralded the device’s features which allow user to enjoy games, apps and moments on the go, while still priced at under £100.
Mike Nolan, CEO at Product of the Year said: “Innovation comes in many forms and at Product of the Year we’ve seen the FMCG sector pushing the boundaries offunction, design and packaging further than ever for 2015. However, building trust in new products is vital to success. The seal of approval truly does set winners apart in a crowded market place and consumers report that they are 86% more likely to buy a winning item. This badge of trust leads Product of the Year winners across the globe to report more than a 10-15% average sales increase following their win.”
The award ceremony was held at Number 8 Northumberland Avenue in London’s West End and highlighted winners across 43 different categories. Hosted by comedian and actor Miles Jupp and with entertainment from X Factor’s Sam Bailey, the evening was attended by some of the biggest manufacturers in the business, including Procter & Gamble, GlaxoSmithKline, Mars, Tesco, Asda, Unilever, Johnson & Johnsons and Britivic.
TNS, once again conducted the research, offering an industry sector understanding and collating the survey from more than 10,000 people in the UK and Ireland.
Colin Moyer, UK Head of Innovation and Product Development at TNS, said: “This is the largest consumer vote on new products in the UK and helps to provide guidance to fellow consumers in what can often be an overwhelming and overcrowded market. Congratulations to all those who have been awarded Product of the Year 2015.”