You’ve got to be in it to win it!

You’ve got to be in it to win it!


When you’re launching a new product, brand, or innovation, sometimes it can seem like everyone around you has one, and is shouting about it – loudly. Looking back at your own product you can’t help but wonder why – why the competitor has one, why you don’t, and just what does make an award-winning product anyway?

Well, at Product of the Year, we’ve got over 14 years’ experience running the UK’s largest consumer voted award – so we like to think we know a thing or two about what makes an award-winner. Every year over 10,000 shoppers vote in our survey to find the best and brightest of British innovation, and over the years, we’ve noticed some recurring themes in our most successful winners.

You’ve gotta be in it to win it – It sounds absurd, but there’s no denying it – if you want to win awards, you’ve got to enter them! At Product of the Year we’re open to entries from across all consumer goods sectors, from food, drink, household, pet, and beauty, to large electrical appliances, subscriptions, apps, services, and technology. So give your portfolio a critical eye, and ask yourself – have you got a future award-winner on your hands?

Know your shoppers. Again, it’s a simple truth, but you’ve got to know what your customers want. Even if they love your products – in fact, especially if they love your product, as loyal customers love coming back to see how their favourite brand has just become a little bit better. Research is a great way to do that; luckily, at Product of the Year, we survey over 10,000 consumers so you don’t have to, offering all brands that enter a valuable research report.

But of course, it’s no use knowing what your shoppers want if you don’t listen to them! Our most successful winners innovate little and often, making little tweaks to formulation, design, or packaging. Those little things that really make a difference to shoppers, like easy-pour lids, resealable pouches, ready-to-use sauces, or healthier drinks – these are always popular at Product of the Year, since they show that a brand really cares about its consumers.

There’s no denying that awards are powerful sales, marketing, and PR tools, offering brands the chance to showcase their innovations and products and have something to shout about to its followers. Unfortunately even Product of the Year can’t give you the ideas and innovations – you’ll have to do that yourself. But if you’ve got an exciting product in the pipeline, now’s the time to tell us. After all, you’ve got to be in it to win it.