2016 Best New Product Award winners announced from survey of 39,000 Canadians by market research firm BrandSpark International

TORONTO, March 2, 2016 /CNW/ - Results of the thirteenth annual BrandSpark Canadian Shopper Study are now available. This Study is the comprehensive source of insights about Canadian shopping habits for everyday consumer packaged goods (CPGs). More than 39,000 Canadians participated in the Study and the results are used to determine the winners of the 100% consumer-voted Best New Product Awards (BNPAs). The 2016 survey had more than 217 entries and 71 winning products across multiple categories.

"The sheer number of new products that appear on store shelves each year can be overwhelming," said Robert Levy, President and CEO of BrandSpark International and Founder of the BNPAs. "For the thirteenth consecutive year, the Best New Product Awards and companion BrandSpark Canadian Shopper Study distinguish the products that are truly innovative. The Awards Program and the Study provide manufacturers with important insights about what Canadians look for while they shop."

In addition to determining the winning products, the BrandSpark Canadian Shopper Study uncovers what is on the minds of Canadian shoppers. Highlights from this year's survey include:

Canadians embrace innovation and are willing to pay for new products that deliver results

"We've seen Canadians' interest in new products remain strong through economic ups and downs, with 75% embracing innovation," said Levy. This trend extends to consumer wallets, with 67% stating they will pay "a little more" for a new product that truly appears to be improved. "Brands need to clearly show shoppers the benefit of their incremental innovations. Shoppers only report purchasing a new product for the first time on 13% of their shopping trips, so new products need to stand out."

Canadians split on household shopping trips: 52% enjoy them while 46% prefer fewer trips

More Canadians enjoy household shopping than not, with 52% of shoppers saying that hunting for deals makes the trip fun. Fifty-six per cent regularly shop multiple stores to get the best prices, a proportion that has decreased modestly with the rise of price matching. Just 33% of shoppers say that the convenience of one-stop shopping is more appealing than the lowest prices. "With 46% of Canadians saying they would be happy making fewer trips to the store, we anticipate ecommerce shopping to rise in the future," added Levy.

"Natural" over-the-counter health products resonate with 53% of Canadians

"Price is not always the only factor for over-the-counter health products," said Levy, "55% of Canadians agree that they will often spend a lot more for health products they know work."

Over-the-counter health products advertised as "natural" also resonate with shoppers, with 53% saying they try to find natural products, as long as they do not compromise on efficacy. "Despite the fact that 70% of Canadians think that natural claims, which are not regulated like organic claims, are often exaggerated, the promise of more natural products remains broadly appealing," added Levy.

Canadian shoppers believe in organic food products but aren't willing to pay for them 

Thirty-six per cent of Canadians are convinced that organic food products are healthier, even though only 23% regularly buy them. Sixty per cent of Canadians stated they would buy more organic food products if they were less expensive.

Canadians also report that environmental benefits were also important for organic food products, with 42% agreeing that organic products are better for the environment; however, this benefit doesn't command the same premium price with only 33% of shoppers willing to pay more for environmentally friendly products.

Brand loyalty is on the decline as Canadians become "deal hunters"

Forty-five per cent of Canadians say they are not as brand loyal as they were a few years ago; an increase from 33% in 2014. "This decrease in brand loyalty is interesting," added Levy. "It appears to be driven in part by rising food prices and the low dollar, as we're seeing promotions drive product switching more than ever." Seventy-five per cent of shoppers report checking print flyers each week, trying to find low price promotions. Still behind print flyers, digital flyer usage is on the rise, with 40% of household shoppers looking to them each week.

50% of Canadians believe that mass-market beauty brands are as effective as prestige brands

"We've seen a shift in thinking about beauty product efficacy," added Levy. "Fifty-three per cent of shoppers believe that ongoing research and development is leading to more effective beauty products, and they don't just think these come from prestige brands. Fifty per cent of shoppers believe that it is possible to get the same effect from mass market brands."

2016 Best New Product Award Winners




Adult Toothbrush

Reach Complete Care Triple Angle Pro Toothbrush

Body Cream

Aveeno Daily Moisturizing Lotion Sheer Hydration

Body Wash

Dove Purely Pampering Shea Body Wash


Trojan Studded Bareskin Lubricated Condom

Face Mask

Freeman Charcoal & Black Sugar Mud Mask

Face Oil

Palmer's Cocoa Butter Formula Eventone Tone Correcting Face Oil

Facial Cleanser

Bioré Deep Pore Charcoal Cleanser

Facial Cleansing Wipes

Burt's Bees Facial Cleansing Towelettes - Pink Grapefruit

Facial Moisturizer

Neutrogena Hydro Boost Gel Cream

Foot Care

Amopé Pedi Perfect Electronic Foot File with Diamond Crystals


Revlon Photoready Insta-Fix Makeup

Hair Colour

Vidal Sassoon Salonist Hair Colour

Hair Oil/Serum

Nexxus Humectress Encapsulate Serum

Hair Removal

Veet Natural Inspirations Hair Removal Cream

Hair Styling

John Frieda Beach Blonde Sea Waves Salt Spray

Hair Treatment

John Frieda Luxurious Volume 7 Day Volume In-Shower Treatment

Lip Colour

Burt's Bees Lip Crayon


CoverGirl Full Lash Bloom Mascara by LashBlast

Men's Antiperspirant/Deodorant

Gillette Power Beads Power Rush Antiperspirant/Deodorant

Men's Facial Care

Dove Men+Care Deep Clean + Face Scrub

Personal Lubricant

Trojan Lubricants H20 Closer

Prenatal Supplement/Multivitamin

Centrum Prenatal + DHA Now Easy to Swallow

Shampoo & Conditioner

Head & Shoulders Full & Strong Shampoo

Sleep Aid

Vitafusion SleepWell


Crest Complete whitening + Scope Minty Fresh

Topical Analgesic

Rub A535 Night Time Balm

Upset Stomach Relief/Anti-nauseant

TUMS Chewies Orange Rush


Vitafusion Men's and Women's MultiVitamin Gummies

Women's Antiperspirant/Deodorant

Dove Dry Spray Antiperspirant

Women's Razor

Gillette Venus Swirl Razor





Alcoholic Cider

Strongbow Apple Ciders Gold

Asian Sauce and Seasoning

Lee Kum Kee Oyster Sauce

Baking Mix

Duncan Hines Strawberry Flavoured Cupcake Mix


Villaggio Toscana Extra Soft Buns


Werther's Original Soft Crème Caramels

Canned Food

Unico No Salt Added Red Kidney Beans


Nature's Path Sunrise Crunchy Cinnamon Cereal


Laughing Cow White Cheddar

Chocolate Snack

Twix Bites


Farmer's Garden by Vlasic

Cooking Spray

Bertolli 100% Extra Light Tasting Olive Oil Spray

Cottage Cheese

Dairyland Cottage Cheese combo

Drink Carbonation System

Soda Stream Source

Fresh Packaged Meat

Maple Lodge Naturally From The Farm Chicken Bacon Style Hickory Smoked

Frozen Meal

Marie Callender's Three Meat Lasagna

Frozen Pizza

Casa di Mama Bacon

Frozen Treat

Magnum Double Peanut Butter

Ice Cream

Chapman's Premium Maple Walnut Ice Cream

Juices & Drinks

Simply Orange with Coconut Water

Mexican Food

Old El Paso Tortilla Bowl


Catelli Healthy Harvest Ancient Grains Pasta


Stiegl Grapefruit Radler

Ready-to-Eat Packaged Meat

Deli Naturally!

Savoury Snack

Triscuit Balsamic and Basil

Snack Bar

Nature Valley Nut & Seed Crisps


Philadelphia Jalapeno Cream Cheese

Sweet Spread

Philadelphia Cinnamon Cream Cheese


Pure Leaf Real Brewed Tea

Tomato Sauce

Hunt's 'Reseal & Reuse' Tomato Sauce with No Salt Added


Astro Athentikos Greek Yogurt





Cat Litter

Tidy Cats Lightweight Litter

Dog Food & Treat

Milk Bone Brushing Chews

Fabric Care

Resolve Gold Oxi-Action Laundry Stain Remover

Food Storage

Pyrex 4-Lock Food Storage Containers

Household Cleaning

Scrubbing Bubbles Mega Shower Foamer with Ultra Cling

Household Paper

Charmin Ultra Soft

Liquid Laundry Detergent

Purex PowerShot Detergent

Toilet Bowl Cleaner

Scrubbing Bubbles One Step Toilet Bowl Cleaner





Kids Oral Care

Spinbrush Kids My Little Pony Battery Toothbrush

Kids Snack

Bear Paws Dipped

Kids Yogurt

Minions Minigo Drinkable Yogurt

About the 2016 BrandSpark Canadian Shopper Study

The 2016 BrandSpark Canadian Shopper Study is one of Canada's most comprehensive shopper trends and behaviour surveys, now in its thirteenth year. More than 39,000 respondents contributed with data weighted to a national profile of shoppers. The BrandSpark Shopper Study was also conducted in the United States for the eighth year.

About BrandSpark International

BrandSpark International is a leading brand, marketing and product innovation research company. With deep expertise in consumer packaged goods (CPG), BrandSpark understands the insights and content that brands need to launch and support new products. BrandSpark has developed leading consumer-voted awards programs that help Canadian shoppers make smarter choices every day: Best New Product Awards (www.CanadianLiving.com/BNPA) and BrandSpark Most Trusted Awards (www.BrandSparkMostTrusted.com). CPG brands are also leveraging BrandSpark's new shopper engagement platform, Shopper Army, to generate new product reviews, certified claims, and the key insights needed to support products in market. For more information, visit www.BrandSpark.com.

SOURCE BrandSpark International

For further information: Jefferson Darrell & Associates (JDA): JDA@JeffersonDarrell.com; BrandSpark International: Robert Levy, RLevy@BrandSpark.com


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