Survey of 16,000+ Canadians reveals growing consumer preferences for health-conscious, plant-based and natural products
TORONTO, Feb. 27, 2020 /CNW/ - Today, leading market research firm BrandSpark International announced the results of their 17th annual Best New Product Awards (BNPA) and new research on Canadians' shopping habits for consumer products. More than 16,000 Canadians voted on the latest beauty, health, personal care, food, beverage, household, pet, home goods and tech products in 70 different categories. Innovation was strongly represented from the natural, plant-based and health-conscious realms, with winning brands including Burt's Bees, Jamieson, Astro, Beyond Burger, and Gardein.
"There are so many new products launched each year. It is hard for consumers to know what to buy and challenging for brands to break through the clutter. Unsurprisingly, 66% Canadians rely on the recommendations of others to choose the superior products most deserving of their dollars. This is where the Best New Product Awards program comes in" said Robert Levy, President of BrandSpark International.
"The BNPAs help products stand out from competition. Year after year we see brands gain an edge in the market by leveraging their win consistently across traditional and digital media channels." says Kim Diamond, Vice President of the BNPAs. "And we know that including the Best New Product Awards seal and claim drives ROI for the winners. The Best New Product Awards seal is the most leveraged new product seal used by Canada's most trusted brands, and is the most influential seal in the eyes of the consumer because it is based on real Canadian shoppers across the country," Diamond adds.
Key takeaways from this year's BrandSpark Canadian Shopper Study:
The innovations that resonate with the most Canadians focus on health, taste, sustainability, effectiveness, and convenience.
67% say they look for new products that will "make my life easier."
Sustainability is on the minds of Canadian shoppers with 60% saying it is important that food products are produced following sustainable practices and 66% saying they try to choose household products that are not harmful to the environment.
76% of Canadians agree that taste is the most important factor when buying food, but they're also trying to eat better with 69% reporting they are making changes to live healthier, remaining constant from last year's survey.
Natural food continues to be a priority for Canadians with 58% saying they try to buy products that are more natural.
Meat alternatives are growing quickly with 31% reporting that they are eating less meat than 2 years ago, primarily less red meat.
New innovation in Health/OTC products
The 2020 Best New Product Awards featured many over-the-counter health product innovations. Consumer belief in the relevance of new innovation is especially strong in this space, with 64% agreeing that over-the-counter health products are consistently being improved. Canadians are willing to pay for these benefits with 54% saying they will spend more for the products that they know work.
Beauty Products and Effectiveness
In the beauty and personal care categories, the 2020 study confirmed that Canadians continue to look for products that will be gentle on their skin, yet prove to be effective. "Beauty shoppers won't compromise on great results, and superior effectiveness continues to be the key to victory for beauty winners in the BNPAs," said Levy. "Over 50% of shoppers state that beauty products available at drug stores are just as effective as those from more expensive prestige brands".
The 2020 study shows that 57% of beauty shoppers believe that ongoing R&D continues to lead to better beauty products. Natural ingredients are a key area for recent innovation, with 1 in 2 consumers trying to include natural beauty products in their routine. Beauty shoppers also affirmed that they continue to rely on consumer-voted awards and reviews, with 8 in 10 saying consumer endorsements influence them to purchase new beauty products.
2020 Best New Product Award Winners
BEAUTY, HEALTH & PERSONAL CARE
Anti-Aging Facial Care
L'Oréal Paris Revitalift Triple Power LZR 1.5% Pure Hyaluronic Acid
Braun Nasal Aspirator
Neutrogena Hydro Boost Body Gel Cream Fragrance Free
Cheek Tint / Colour
Burt's Bees Lip & Cheek Stick
Jamieson Collagen Anti-Wrinkle Liquid
Hair Food Conditioner
Batiste Bare Dry Shampoo
hydraSense Advanced for Dry Eyes
Aveeno Oat Milk Blend Hair Mask
Leave-in Hair Treatment
Garnier Almond & Argan Leave-in Treatment
Burt's Bees Overnight Intensive Lip Treatment
Advil Mini Gels
Probiotic for Kids
Jamieson Chewable Probiotic for Kids
Jamieson Essentials plus Plant Protein
Oral B Genius x 10000 Rechargeable Toothbrush
Garnier Almond & Argan Shampoo
BKIND Package Free Hair Care Trio
Tylenol Sinus Pressure & Pain
Jamieson Beauty Sleep
Sensodyne Rapid Relief
Jamieson Chewable Iron Plus B12
Goli Apple Cider Vinegar Gummy
FOOD & BEVERAGE
Better-for-you Frozen Pizza
Dr. Oetker Yes It's Pizza
Black Diamond Combo
Merci Chocolate Bars
Fudge Covered Oreo
Triscuit Woven with Chia Seeds Rosemary & Jalapeño
Frozen Breakfast Bowl
CRAVE Bacon Egg Scramble
Dr. Oetker Patisserie
Ocean's Yellowfin Tuna Steaks
McCain Dipn' Wedges
Frozen Savoury Snack
McCain Pizza Pockets Meat Lovers
Sabra Avocado Toast
Ice Cream Sandwich
Farm Boy Dulce De Leche Waffle Cookie Ice Cream Sandwiches
Palmolive Ultra Liquid Dish Soap, Pure + Clear Original
Finish In-Wash Dishwasher Cleaner
Milk-Bone Wonder Bones
Downy Wrinkleguard Fabric Conditioner
Honeywell TurboForce Power High Velocity Oscillating Air Circulator 2 Fans in 1
Attitude Living Super Leaves Foaming Natural Hand Soap
Liquid Laundry Detergent
Tide Liquid Heavy Duty
Serta Chinook Mattress-in-a-box
Natural Dog Treat
Crumps' Naturals Mini Trainers Salmon Snaps
Noise Cancelling Earbuds
Honeywell TurboForce Power Heat Circulator
Single-Dose Laundry Detergent
Tide Liquid Pods Cold Water
Amazon Echo Dot
Shark IQ Robot Self Empty Vacuum
Tech Toys for Kids
Air Hogs Zero Gravity Laser Racer
About BrandSpark International
Founded in 2001, BrandSpark International is a boutique research and consulting firm that provides leading organizations with the clear direction they need to optimize brand positioning, ignite brand strategy, understand the evolving omni-channel shopper and prioritize growth initiatives. BrandSpark Marketing Services runs major awards programs Best New Product Awards and BrandSpark Most Trusted Awards, and a new consumer site, www.ShopperArmy.ca which is a community of shoppers who test products and provide quality ratings and reviews, and also shopper actions and feedback. Shopper Army also offers cash back at 100+ top online stores.
SOURCE BrandSpark International's 2020 Best New Product Awards
For further information: or interview requests, please contact: Kaitlyn Farrow, ROI Relations, [email protected], 905.396.0389; Kim Diamond, Best New Product Awards, [email protected], 647.213.6931