A few weeks ago, South Africa’s largest independent consumer-voted survey, Product of the Year (POY) celebrated 10 years of rewarding innovation and excellence. The event which I had the pleasure of attending for the second time, was held at The Maslow Hotel in Sandton, Johannesburg.
HEALTH &WELLNESS CATEGORY AT THE PRODUCT OF THE YEAR
Since its establishment in France, 30 years ago, Product of the Year has been operating in 39 countries, and according to Preetesh Sewraj, CEO and Chief Innovation Analyst at Product of the Year South Africa, POY has worked with every major manufacturer in South Africa and continues to see expansion into new categories every year. Among new categories that are being considered in the coming years is the health and wellness category.
“The health & wellness category is a key development area that we are working on. Building these categories takes months to years’ worth of work to engage with the key leaders in these categories and ensure that products are ready to go through the rigorous Product of the Year process. Our research has shown that South African consumers are very keen on living healthier lives and this will soon be reflected in the Product of the Year process (especially in the coming year)”, Preetesh said in an interview with Fitness Chat.
The product of the Year in simple terms is a 3rd party endorsement program which aims to help clear the clutter for consumers, in that it guides and helps consumers find the best new products and services in their market. At the same time, it also rewards manufacturers for quality and innovation of their products.
During the selection process, POY challenges manufacturers to enter into an independent based survey. “This is done on behalf of consumers who we believe deserve only the best products available on the market. We use Nielsen, the world’s largest research agency, to go out and execute the research amongst thousands of households. After this process, consumers highlight which products are adding value to their lives and also suggest how other products can be improved,” Preetesh explained.
The 2018 awards were characterised by diversity, with both local and international brands being recognised on the night. Global icons such as Samsung and LG won awards, with international companies that are headquartered in France, the US and Britain acknowledged alongside home-grown brands like Hug in a Mug and the innovative Seatbelt Medic emergency device, which won the new safety category. Cookware was also added to the list of categories in 2018, which was won by Tefal Expertise.
WHAT WE SHOULD EXPECT IN THE NEXT PRODUCT OF THE YEAR AWARDS
“Innovation and evolution is a cornerstone of Product of the Year and consumers can look forward to greater insight, more brands and Product of the Year working behind the scenes to educate more brands about what consumers want. This education will take place via one-on-one meeting but will also encompass conferences and deep-dive learning sessions” Preetesh ended.
PRODUCT OF THE YEAR 2018 WINNERS
|Alcohol Beverages||Strongbow Apple Ciders|
|Male Deodorants||Playboy Signature|
|Female Deodorants||Playgirl Sensuous Antiperspirant|
|Feminine Protection||StayFree Flexicomfort Pantyliners|
|Laundry Detergent||Sunlight 2-in-1 with Smartfoam|
|Personal Hygiene||Dettol Eventone Hygiene Soap|
|Cooking Appliances||Philips Viva Collection TurboStar Airfryer|
|Fragrances||Gold Series Pour Homme Eau de Toilettes|
|Home Appliances||HiSense Fridge|
|Television||LG OLED TV|
|Motor Lubricants||Castrol Magnatec|
|Beverages||Hug in a Mug|
|Home Cleaning||Harpic White & Shine|
|Dairy Snack||Danone DanUp|
|Premium Smartphones||Samsung Galaxy S8+|