Brand loyalty is always the goal for CPG companies and retailers alike. And while it always is tough to achieve, it is even more so with all of the market uncertainty the COVID-19 pandemic has brought.
“Brand loyalty has been challenged,” says Mike Nolan, Product of the Year’s global CEO and founder. “With pandemic-induced supply chain disruption, shoppers have been faced with limited options, often forcing trial of new brands/products and, in turn, converting new long-term consumers.”
Entering the 2021 Product of the Year Awards — the largest consumer-voted award for product innovation — is one way legacy brands striving to regain core consumers’ favor, and challenger brands hoping to retain shoppers new to the brand, can differentiate their products and start building loyalty.
Winners Weigh In
Product of the Year was established over 30 years ago to guide consumers to the best products in their market and reward manufacturers for quality and innovation. What makes the award unique — and so effective — is that winners are determined by the votes of 40,000 consumers in a nationally representative survey conducted by Kantar, a global leader in consumer research.
Mondelez International, the parent company of Trident, was one of the 2020 POY award winners with its Trident Vibes, a unique, multisensory gum that starts with a crispy, outer candy-like shell that gives way to a smooth, long-lasting chew. It took home honors in the gum category.
“We know that Vibes is a delicious product, and we wanted to validate that consumers agree!” said Iryna Shandarivska, senior director of confections at Mondelez International. “We knew POY would get our product in the hands of consumers who could review the product, and that winning POY would help give it visibility and credibility.”
Innovation Is Key
The fact that POY recognizes innovation has been instrumental to its success since it was established over 30 years ago. Recognizing and promoting innovative products, Nolan said, is more important than ever today.
“Numerous reports from companies including Kantar and McKinsey suggest that innovation in times of recession or market conflict is the key to bouncing back sooner and higher,” Nolan said. “POY is the ideal way to show your company, brand and product kept innovating through turmoil, meeting new and ever-changing consumer demands. To that end, the POY seal will stand out all the more in 2021.”
Those pluses pertain to retailers, too.
“Helping your shoppers in store or online find the best innovations is giving them what they want, when and where they want it,” Nolan said. “The fact that POY is voted on by 40,000 American’s also speaks the language of retailers — it's listening to the shopper and communicating it back to them as a recommendation. This is why the logo is so powerful and why POY works with so many retailers around the world to enhance their shopper's experience.”
Across categories, the results speak for themselves: Data show that Product of the Year USA winners outperform category sales performance by 38.1%1; that the Product of the Year logo is 25% more effective on a package than the word “New”2; and that coupon redemption consideration increased 24% when the Product of the Year logo was featured in a Free Standing Insert (FSI)3.
But with all of the day-to-day challenges that consumers are facing, will they even notice?
Nolan answered with a resounding yes.
“Consumers are spending more time at home and online and less time in-store perusing the aisles for new products. Everything from food and exercise to beauty and personal care are being brought into the home, and innovations must continue to meet what we anticipate being this long-lasting trend,” he said. “More so than ever, consumers will have to rely on word-of-mouth, peer reviews and accreditations like POY when making a purchase for their home, from their home.”
Ultimately, it all goes back to the one thing for which all CPG companies and retailers strive.
“Trusted retailers that continue to offer their shoppers the best and brightest new innovations will command long-lasting shopper loyalty,” Nolan said.
Products launched after Jan. 1, 2019 through Dec. 31, 2020 are eligible to be entered in the 2021 POY Awards; the entry deadline is Oct. 31. For more information on how to enter, visit productoftheyearusa.com.