Gotta Be Good

Best New Product Awards 2007

“Brown is the new white” just about sums up consumers’ continuing demand for healthy foods, and reflects Canadians’ choice of the best new product for 2007. Dempster’s Whole Grains Ancient Grains bread was named Best in Show at the fourth annual Best New Products Awards. The awards recognize innovations in food, personal care and household brands, as judged by Canadian consumers.

This year, there were 45 winners out of 162 products entered in the three categories. Results are based on a national sample of more than 10,000 shoppers and scoring is based on a 50/50 split between product appeal and repurchase intent. The awards were handed out in Toronto on Feb. 8 at a gala hosted by the event founder, BrandSpark International.

Dempster’s Whole Grains Ancient Grains Bread was number one overall in the food category, as “people loved the taste, texture and that it had lots of fibre,” says BrandSpark founder Robert Levy. In the personal care category, Tylenol Rapid Release Gelcaps had the highest score, while Mr. Clean Magic Eraser Extra Power and Lysol Action Gel Toilet Bowl Cleaner tied for first place in the household care category.

What’s particularly interesting about the research is readers’ comments about each product. Levy analyzes thousands of verbatims to answer the question: What makes a successful product?

Not surprisingly, a healthful benefit is one of the key things consumers look for when choosing food products. But they’re not necessarily on the hunt for wheat germ. “It’s the perceived health benefit and the better-for-you aspect,” explains Levy. For example, Coca-Cola Zero, which won in the carbonated beverage category, doesn’t exactly rank up there with carrot juice, but the fact that it has zero calories wins points with consumers. Ditto for the 100-calorie Cadbury Thins and 100-calorie Christie Thinsations, which won in the chocolate and cookie categories, respectively.

“It’s the idea that you can have your indulgence but it’s another way of being healthy,” says Levy. “It doesn’t mean you have to give up the stuff you really like.”

Gabby Nobrega, senior vice-president, member services and communications at Food & Consumer Products Canada, says “the future of food is health” and there are various ways this innovation is coming to market. “In some cases, it’s the reduction of trans fats, less sodium and sugar and in other cases we’re seeing more organic and functional ingredients.”

When asked what motivates them to purchase new food products, 51% of shoppers said “offers great taste,” 50% said “seems healthy,” 49% said “seems fresh,” 47% said “is more nutritious,” and 43% said “provides improved freshness.”

In the personal care category, effectiveness is the top driver of purchase intent (56%). This is followed by “gentle” (46%), “good for my skin” (44%), “feels good” (41%), “helps me live longer” (37%) and “smells good” (37%). Consumers said products such as Olay Quench Body Lotion, Nivea Q10 Lip Care and Listerine PocketMist delivered as promised.

In the household category, product effectiveness also comes out on top, with 62% of respondents saying it’s the number-one driver. This is followed by “cleans thoroughly” (60%), “kills germs” (49%), “is gentle” (42%), and “smells good” (41%).

Consumers were also asked what drives them to purchase new products in general. This year, 53% said “offers better quality,” a jump from 48% of respondents last year. “Provides better value for money” was cited by 51% of respondents, down from 56% last year; “is longer lasting and more durable” increased to 47% from 40%, “is easier to use” increased to 42% from 31%, and “helps me save time” increased to 42% from 33%.

It seems that status and fun rank lower on consumers’ radar. Only 4% said it was “extremely important” that a product shows “I am up to date and on the leading edge”; 6% said it’s extremely important the product is one “I want my friends and family to see that I use”; 9% said it’s extremely important the product is “fun.”

This year, more unaided comments about packaging surfaced compared to previous years, says Levy. Some consumers were concerned about what they considered to be excessive packaging on products such as Listerine PocketMist, while Excel 60-pack gum was noted for having less packaging. “Consumers liked it for long trips in the car, it fits into cup holders and (it’s seen as) being more environmentally friendly,” says Levy.

T.J. Kanaris, marketing manager at Wrigley Canada, says the company didn’t set out to make a more environmentally friendly package. “That was just one of the positive outcomes that came from it.” Wrigley “basically wanted to give consumers more gum so they don’t run out as frequently.”

Still, consumers and suppliers are becoming more environmentally aware, says FCPC’s Nobrega. “And as manufacturers bear more of the cost of recycling their packaging, the incentive to reduce packaging increases.” Companies are looking for “lighter packaging and packaging that is easier and most cost-efficient to recycle.”

Another trend is marketers are communicating all the products’ benefits on the packaging, which means “product names are getting longer,” says Levy. Case in point: Dempster’s Whole Grains Ancient Grains Bread; Sun Rype Fruit Plus Vitamins & Minerals; and Olay Definity Highly Defined Anti-Aging Deep Penetrating Foaming Moisturizer.

More marketers are trying to communicate “the true value of the brand” in their packaging, explains Greg Berube, president of Onbrand Design in Toronto. The key is to “make sure they’ve got the message communicated properly and speak in a language that people understand.”

And it could be something as simple as a product shot. “The packaging is easy to spot in the grocery store,” said one consumer about Knorr Frozen Entres,” and, “it looks as good as the picture.”

BEST IN SHOW AND BEST IN FOOD CATEGORY
Dempster’s Whole Grains Ancient Grains Bread Maple Leaf

BEST IN PERSONAL CARE CATEGORYAND BEST IN PACKAGING, PERSONAL CARE CATEGORY
Tylenol Rapid Release Gelcaps McNeil Consumer & Specialty Pharmaceuticals

BEST IN HOUSEHOLD CARE CATEGORY (TIE)
Mr. Clean Magic Eraser Extra Power Procter & Gamble

Lysol Action Gel Toilet Bowl Cleaner Reckitt Benckiser

INNOVATOR OF THE YEAR
Mr. Clean Magic Eraser Extra Power Bounce with Febreze Dryer Sheets Charmin Mega Ultra Soft Procter & Gamble

BEST IN PACKAGING, FOOD CATEGORY
Dr. Oetker Ristorante Generosa Pizza Dr. Oetker Ltd.

BEST IN PACKAGING, HOUSEHOLD CARE CATEGORY
VIM Gel with Baking Soda Unilever Canada