POY LATEST NEWS
Product of the Year (PoY), the largest annual consumer product research survey on the African continent, has announced an increase in local entrants to the awards and a general improvement in innovation which caters for the South African consumer, according to the results of its latest South African consumer survey. PoY winners are chosen following an intensive judging process based on months of rigorous research conducted by independent research house, Nielsen. Over 5 000 South African households are surveyed to understand which products have won the hearts and minds of consumers. “It’s encouraging to see South African products competing with products which are on par with global counterparts. There was a good mix of entries from small companies along with the expected entries from medium to large corporates,” says PoY CEO and Chief Innovation Analyst Preetesh Sewraj. “We are seeing more than ever local and international brand owners putting great effort in investing in innovating their products to suit and cater for local consumers. Ultimately consumers deserve the best products and services which exceed global best practice,” says Sewraj. He says PoY will continue its mandate of lobbying brands to offer consumers the best products and services at a price deemed equitable. “Although we have made huge strides, we are still a long way from fully achieving products which fully cater to the needs of the South African consumer. Brands need to continue investigating their consumers product usage and habits to come up with products that answer these uniquely local needs, this is when true innovation is realised,”concludes Sewraj. Launched in 2008 in South Africa and present in 43 countries globally, PoY is the world’s largest consumer voted programme that identifies and celebrates innovation in the product and services industry. The 2016 winners cross a wide spectrum of industries, with the product categories ranging from mobile phones, personal and childcare to household appliances as well as motor lubricants. Winners will be able to use the PoY logo on various communication vehicles, such as television, print, social media and on-pack, to highlight the endorsement received from the South African public.
Product Category Willards Cheese Curls Chilli Cheese Snacks Tropika Long Life 200ml Dairy Beverages Joko Black Tea Hot Beverages Samsung Galaxy S6 Premium Smartphones Huawei P8 Lite Value Smartphones Dettol Even Tone Body Wash Glad ClingWrap 1.5x Tighter Seal Food Packaging Nando's Sachets Condiments Tresemme Platinum Strength Shampoo & Conditioner Hair Wash Maggi Senses Quick Meals Dove Pure Care Dry Oil Nourishing Treatment Hair Treatment Shower to Shower Happy Days Female Deos Enerlife Energy Drink Energy Drinks Sylko Plates Food Serving Chemico Liqui Cleen Range Home Cleaning Castrol Magnatec 10W - 40 Motor Lubricants McCain Slap Chips Meal Sides Quorn Vegan Range Vegetarian Meals Robertsons Masterblend Seasoning Rajah Flavourful & Mild Meal Flavourants Snowflake Easy Mix Baked Treats Philips Avance Airfryer HD9240 Small Appliance NutriDay Yoghurt Yoghurt UltraMel Vanilla Flavoured Custard Custard Axe Black Male Deo Omo Handwash Laundry Liquid Handwash Detergent Skip 2kg Limited Edition Automatic Detergent Samsung SUHDTV - JS9000 65" Entertainment Samsung Activ Dualwash Top Loader - WA18J6750 Washing Appliance Bakers Good Morning Breakfast Biscuits Breakfast J&B Honey Alcoholic Spirits The Heineken Cool Can Beers Smirnoff Storm Pine Twist Flavoured Alcoholic Beverages A.Vogel Multiforce Alkaline Powder Health Johnson's Baby Gentle Protect Kid's Hygiene Mini Cheddars Sweet Chilli Savoury Biscuits
South Africa's best products to be crowned in market-leading consumer surveyEntries for South Africa's Product of the Year, the world’s largest consumer-voted award, are officially open. The nation’s largest independent consumer survey, which rewards product innovation based on the endorsements of 5,000 consumers, will accept early bird entries via the online portal until 31 July 2015, with final entries accepted before 15 September. Established 25 years ago in France, Product of the Year currently operates in 28 countries with the aim of guiding consumers and helping them find the best new products and services in their market, while also rewarding manufacturers for quality and innovation. Preetesh Sewraj, CEO and Chief Innovation Analyst at Product of the Year South Africa explains that in this highly competitive consumer market there are many companies out there that claim their product or service is new, innovative, and the best. “It can be extremely confusing for consumers,” he states, “and with limited expendable income they are unable to test and trial every offering on the market to make their own informed decision. That's why we try to take the guesswork out of the purchase decision-making process for South African consumers, giving them a shortcut to the check-out counter while also saving them time and money.” Sewraj adds that there are many companies that choose to promote products that may not deliver on claims or brand promises in the name of making a profit. “The Product of the Year third party endorsement programme helps to clear the clutter as only the best quality products and services can stand up to this level of independent scrutiny. It therefore offers the ideal platform for companies to prove to customers why they should purchase their product above all others.” The success of this form of marketing platform is evident in the number of third party endorsement programmes currently in operation in South Africa. However, Sewraj cautions that many use commercial models where endorsements are paid for, which means they are not independent. “A Product of the Year award cannot be bought. The winning product in each category is selected based entirely on consumer feedback. Once the selection has been made the winner is then able to use the distinctive red Product of the Year logo on their packaging and marketing under licence for a period of 12 months.” This unique approach has certainly yielded results for previous winners, with an average increase of 10-15% in sales from a global perspective, a figure that is often much higher in South Africa according to Sewraj. “Research conducted by Nielsen, the world’s largest research agency, shows that 66% of South African consumers are willing to buy a product with the Product of the Year logo,” he explains. “When two out of three shoppers place that much confidence in an endorsement it is little wonder why this programme has become such an integral element in the modern marketing mix for companies in the consumer and FMCG space.” With categories that include food, beverages, personal care, and household care, among others, any brand or product manufacturer that is looking to increase awareness, trial, distribution and sales of products released in the last 18 months, and set themselves apart from their competition can visit www.enterpoy.co.za. Product of the Year is an opt-in process. No initial payment is required. A jury will select the finalists and the public then chooses the winners via a quantitative process.
- Colin Watts, Walgreens
“By giving shoppers the confidence to try a product for the first time, the Product of the Year stamp makes their life easier and helps both brands and retailers”
Colin Watts, Chief Innovation Officer, Walgreens (2010 Jury Chair)
- Ed Uebele, Marketing Director, MARS Petcare
"The POY seal has significantly helped us increase distribution"
Ed Uebele, Marketing Director, MARS Petcare (2010 US Winner)
- Associate Brand Manager, MARS Petcare
"In the first 3-6 months after winning POY we got 40 Million media impressions and got Target to carry a third SKU of the product"
Associate Brand Manager, MARS Petcare (2010 US Winner)
- Colin Watts, Walgreens