Cat and dog brands triumphed at the Product of the Year 2021 Awards, the UK’s largest celebration of product innovation – voted for by 10,000 consumers and conducted in partnership with leading data and insights company, Kantar.
Every year, pet products win multiple awards, and this year was no different with both Vanish Oxi Action Urine Destroyer Pet Expert and Sheba Fine Flakes in Gravy both taking home awards for innovation within their categories.
With pet owners spending more time at home than ever before, many have turned their attention to pet care. Now more than ever, we’re considering the wellbeing of our furry friends and brands are responding with an array of pet nutrition and care items.
Now in its 17th year, the Product of the Year Awards continue to provide a unique platform to celebrate the products we use every day but often take for granted for their quiet innovation. No Awards are complete without a ceremony, and while unable to bring attendees together among the Art Deco finery of the Sheraton Grand, Product of the Year hosted the event virtually with award-winning actor, writer and comedian, Sally Phillips, on hand to announce the winners. And for those brands that were fortunate to ‘walk away’ with a coveted trophy, they also win the right to feature the iconic red Product of the Year logo - an instantly recognisable symbol of product excellence.
Commenting on the win, Kathrin Peterssen, Vanish Brand Manager, Reckitt Benckiser, says: “With pet ownership on the rise, our award-winning Urine Destroyer Pet Expert trigger couldn’t have come at a better time! It’s the perfect ally for pet potty training: it cleans all types of pet messes, neutralises odours and even helps prevent remarking.”
“Innovation comes in all shapes and sizes and in what has been a challenging year for everyone, we have seen brands big and small step up and stand out for some truly exceptional products” Says Helga Slater, MD, Product of the Year “From the small, incremental improvements made by established brands to those breaking new ground, we are happy to once again be able to shine a light on the very best product innovation and we are thrilled for all the winners.”
As well as taking home the much-coveted Product of the Year trophy, the winners also have the right to display the iconic red logo which is responsible for an increase in sales from between 10 and 15%.
Product of the Year is the UK’s largest independent survey into product innovation with 10,000 consumers voting in a survey conducted by Kantar. Winning manufacturers can take heart that 86% of consumers say the endorsement of the Product of the Year logo makes them more likely to buy the product, and as many as 64% of consumers recognise the logo.
