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Grocery Business Usa Feature SPARKS OF GREATNESS Retailers can boost profits by keeping shelves stocked with the most innovative new products along with old favorites. BY REBEKAH MARCARELLI 38 October 2017 WWW.GROCERYHEADQUARTERS.COM retailer’s job of stocking shelves with provides manufacturers with important insight into the minds new products can be tough. Grocers of American consumers and their purchasing patterns, helping must ask themselves whether a product them deliver the meaningful innovation and value that can be a will be a hit with their customer base great advantage to retailers. Retailers themselves have also made and if it will exist for more than a few an appearance on the list, with private label heavy-hitter Aldi months. They also must ensure that they snagging eight mentions on the Best New Products list. are offering shoppers enough new, eye- Insights from BrandSpark show that 74 percent of shoppers catching items to keep them engaged like trying new products and 63 percent say they will pay a little and eager to explore the center store. This is where Toronto- more for a new product that appears to be better than what was Abased BrandSpark International’s Best New Products and Most previously available. According to BrandSpark, product inno- Trusted Brands awards programs can come in handy. vation is as important as ever to capture shoppers’ attention, Based on an independent survey of more than 10,000 shop- as 45 percent say they are less brand loyal than they were a few pers, BrandSpark’s leaderboard contenders are 100 percent con- years previously. sumer-voted in an effort to recognize the most innovative and Deals continue to be a major driver among consumers, with promising new products on the market, as well as the brands 48 percent reporting they use coupons from coupon circu- that are most trusted among Americans. lars “most weeks,” and 31 percent now using a coupon-app on For nearly a decade, the Best New Product Awards and the their smartphone (up 5 percent versus 2016), often in addition companion American Shopper Study have helped consum- to print coupons. The research also indicates word-of-mouth ers find their voice in the market, and retailers can profit from recommendations still have a significant impact on the market, listening. Robert Levy, president and CEO of BrandSpark with 68 percent of shoppers trusting consumer-voted awards. International and founder of the Best New Product Awards, says Further, 58 percent of shoppers say products named to the list the program helps consumers seek out and purchase the top of the BNPAs positively influences their opinion of a product. rated new products that can be trusted to be effective and deliver Without further ado, GHQ is proud to present BrandSpark’s good value for the money. While the American Shopper Study Best New Products of 2017: WWW.GROCERYHEADQUARTERS.COM October 2017 39 BEST NEW PRODUCTS OF 2017 BEAUTY & PERSONAL CARE ¶Savory Snacks: ALDI SimplyNature Organic White ¶Conditioner: Pantene Expert Cheddar Puffs Intense Hydration Conditioner ¶Soup: Idahoan Premium ¶Facial Mask: L’Oréal Paris Pure Steakhouse Potato Soups Clay Mask ¶Specialty Pasta: ALDI liveGfree ¶Lip Color: Burt’s Bees Lipstick Organic Gluten Free Brown ¶Shampoo: Pantene Expert Rice Quinoa Pasta Intense Hydration Shampoo ¶Specialty Vodka: Smirnoff ¶Men’s Body Wash: Old Spice Sourced Hardest Working Collection ¶Vegetarian Food: Yves Veggie Body Wash Dirt Destroyer Cuisine Appetizers – Falafel Steel Courage Balls and Kale & Quinoa Bites ¶Men’s Deodorant/ Antiperspirant: Old Spice HOUSEHOLD Hardest Working Collection Invisible Solid Odor Blocker ¶Dish Soap: Palmolive Ultra Lasting Legend Fusion Clean ¶Mascara/Primer: L’Oréal Paris ¶Fabric Care: Snuggle PLUS Voluminous Primer SuperFresh – Fabric Softener ¶Women’s Deodorant/ ¶In-Wash Scent Booster or Antiperspirant: Secret Fresh Laundry Scent Booster: Antiperspirant and Deodorant Downy Fresh Protect with Invisible Solid, Cool Waterlily Febreze Odor Defense – April Fresh FOOD & BEVERAGE ¶Liquid Laundry Detergent: Purex plus Clorox2 Stain ¶Bread: ALDI Specially Selected Fighting Enzymes Liquid Brioche Buns Laundry Detergent ¶Coconut Water: ALDI Nature’s ¶Single Dose Laundry Nectar Coconut Water Detergent: TIDE PODS Plus ¶Cooking Oil/Spray: Thrive Febreze Odor Defense Culinary Algae Oil ¶Eggs: ALDI SimplyNature KIDS Organic Cage Free Brown Eggs ¶Baby Food: ALDI Little Journey ¶Flavored Sparkling Water: Baby Purees La Croix Sparkling Water ¶Baby Wash/Shampoo: Tangerine Johnson’s Head-to-Toe Extra ¶Frozen Treat: Breyers Moisturizing Baby Wash Chocolate Hazelnut Gelato ¶Baby Wipes: Johnson’s Head- Indulgences to-Toe Baby Cleansing Cloths ¶Mexican Sauce/Seasoning: ¶Diapers/Training Pants: Ortega Skillet Sauces Pampers Easy Ups ¶Rice: ALDI SimplyNature ¶Kids Snacks: ALDI Little Organic Rice Journey Yogurt Bites WWW.GROCERYHEADQUARTERS.COM October 2017 41 TRIED AND TRUSTED HOUSEHOLD & PETS PRODUCTS 2017 WINNING BRANDS While a retailer’s ability to keep influx of exciting new products is important, today’s shoppers also expect to find their tried and true brands on grocery shelves. ¶Air Freshener: Glade For the fourth consecutive year, American shoppers stepped up and determined the ¶Battery: Duracell Most Trusted Brand winners in the following categories: Food & Beverage; Health & ¶Cat Food: Purina Beauty; Household & Pets; and Kids & Babies. ¶Cat Litter: Purina According to BrandSpark, Americans increasingly trust brands they perceive as ¶Dish Soap: Dawn more values-based or fair and ethical. These values can include accessible prices and ¶Dishwasher Detergent: honest support of social causes. Levy urges one of the most valuable instances of cause- Cascade marketing occurs when a brand takes a position that entails some risk, which like- ¶Dog Food: Purina minded consumers tend to view as a mark of authenticity. ¶Dog Treats: Milk Bone Another important way for brands to gain trust is to respond to problems that may ¶Eco-Friendly Cleaning arise quickly and transparently. Seventy-percent of shoppers say brands that “respond Products: Seventh Generation quickly to serious product issues” greatly increase their trust, more than any other ¶Fabric Softener: Downy brand action. Levy affirms that while major product issues can be downfalls, Americans ¶Flea & Tick Control: Frontline are often willing to give brands a second chance if the company address the problem ¶Floor Cleaner: Mr. Clean / responsibly and reminds shoppers of the trust they have gained with them over the years. Pine-Sol (tie) Here are the winners that have gained a rapport with American shoppers and come ¶Household Cleaning: Clorox / out on top in BrandSpark’s Most Trusted Product research: Lysol (tie) ¶Laundry Detergent: Tide ¶Laundry Stain Remover: HEALTH & BEAUTY PRODUCTS ¶Hair Color: L’ O r é a l ¶Topical Pain Relief: Icy Hot Shout 2017 WINNING BRANDS ¶Hair Removal: Nair ¶Weight Loss Program: Weight ¶Paper Towels: Bounty ¶Hand Soap: Dial Watchers ¶Adult Incontinence: Poise ¶Headache Pain Relief: Tylenol ¶Women’s Deodorant/ KIDS & BABIES PRODUCTS ¶Adult Sunscreen: ¶Lip Balm: Chapstick Antiperspirant: Secret 2017 WINNING BRAND Coppertone ¶Lip Color: Revlon ¶Women’s Hair Styling: Pantene ¶Adult Tooth Pain Relief: ¶Mascara: Maybelline / TRESemmé (tie) ¶Baby Food: Gerber Orajel ¶Men’s Body Wash: Dove ¶Women’s Shaving: Gillette ¶Baby Formula: Enfamil ¶Adult Vitamin: Centrum ¶Men’s Deodorant/ ¶Baby Wash/Shampoo: ¶Allergy Relief: Benadryl Antiperspirant: Old Spice FOOD & BEVERAGE PRODUCTS Johnson & Johnson ¶Antacid: Tums ¶Men’s Hair Styling: Axe 2017 WINNING BRANDS ¶Baby Wipes: Huggies ¶Arthritis Pain Relief: Tylenol ¶Men’s Shaving: Gillette ¶Children’s Allergy Medication: ¶Body Moisturizer: Aveeno ¶Mouthwash: Listerine ¶Beer: Budweiser Benadryl / Claritin (tie) ¶Body Wash: Dove ¶Sensitive Toothpaste: ¶Butter: Land O’ Lakes ¶Children’s Sunscreen: ¶Condom: Trojan Sensodyne ¶Candy: Hershey’s Coppertone ¶Contact Lens Solution: ¶Shampoo & Conditioner ¶Chocolate: Hershey’s ¶Children’s Toothpaste: Crest Bausch & Lomb (Men): Head & Shoulders ¶Coffee: Folgers ¶Children’s Toy: Fisher Price ¶Cough & Cold Remedy: ¶Shampoo & Conditioner ¶Eggs: Eggland’s Best ¶Children’s Vitamin: Flintstones Vicks (Women): Pantene ¶Energy Drink: Red Bull ¶Diapers: Pampers ¶Facial Cleanser: Olay ¶Smoke Cessation: Nicorette ¶Ice Cream: Breyers ¶Infant/Children’s Pain & Fever ¶Feminine Sanitary Products: ¶Teeth Whitening: Crest ¶Pasta: Barilla Medication: Tylenol Always ¶Toothbrush: Colgate ¶Vodka: Smirnoff ¶Infant/Children’s Tooth Pain ¶Foundation: CoverGirl ¶Toothpaste: Crest ¶Yogurt: Yoplait Relief: Orajel 42 October 2017 WWW.GROCERYHEADQUARTERS.COM THE KEY TO NEW PRODUCTS SUCCESS? CONSUMERS MUST WANT TO BUY IT AGAIN To gain a deeper understanding of what today’s shoppers are looking for and how retailers can capitalize on the Best New Products and Most Trusted Brands, GHQ spoke with BrandSpark International President/ CEO Robert Levy. Grocery Headquarters: What’s the significance of your program? What motivated BrandSpark to launch the Best New Products awards and what does it mean for the winners? Robert Levy: Through our experience assisting brands with new products develop- ment, we were aware of how difficult it is even for great new products to stand out in store: meaningful and noticeable incremental ben- and convenience are the primary categories even a year after a national launch only one in efit compared to other options available to the for product innovation that resonates with three category shoppers are aware of
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