TOTAL SURVEYS COMPLETED ON HOTSPEX:
5,016,012 |
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NEWSCENTER |
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03/09/2005 |
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Introducing the Best New Products of 2004 as voted by 7,400 Hotspex Innovators. |
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So what are consumers looking for in a new product? BrandSpark found the top 10 motivational drivers are: The product provides better value for money, offers better quality, is more nutritious, offers a healthier option, is safer than current products, is better for the environment, is longer lasting/more durable, is a good product for kids, has packaging that tells them about the product benefits, and offers improved taste.
There are regional differences. Quebecers, for example, are slightly more interested in healthier foods than Ontarians-with 35% of Quebecors surveyed saying they look for all-natural ingredients, compared with 30% of Ontarians. Meanwhile, packaging that tells about the products' benefits is a stronger motivational driver in Ontario than in Quebec (40% versus 27%).
Interestingly, men are more cautious than females in trying new products (46% versus 39%); and men believe that if you want quality, you have to buy brand name products (47% versus 41%).
Women have a stronger preference for low-fat products than men (43% versus 53%) and find magazines very useful in introducing them to new products (64% versus 48%).
Based on the participants' verbatims explaining what they liked about each entry, BrandSpark created a checklist showing key elements of a successful product.
HEALTH: Consumers are drawn to things like fibre, grain, organic and zero trans fat. Jane's Multigrain Breaded Haddock Filets, Dempster's Healthy Way Organic and Kraft All Natural Peanut Butter got it right in this category.
CONVENIENCE: Products should be easy to use and make efficient use of people's time. Fantastik Toilet Fresh Brush with a disposable cleaning pad, Maple Leaf Fully Cooked Roasts and Olay Daily Facials Intensives Clear Skin Cloths are winners in this area.
KID-APPROVED: Everyone knows about pester power. Nutri-Grain Mini Bites, Eggo Toaster Stix, Children's Motrin Dye Free (kids don't mind the taste) and Quaker Bakeries Cookies were endorsed by kids and supported by parents.
SENSORY: These products appeal to taste, smell and feel. Downy Simple Pleasures was noted for its smell, Lay's Sea Salt & Pepper Chips for taste and Dove Exfoliating Bar for feel.
PACKAGING: Transparency seemed to have appeal across the food, household and personal care categories, says Levy. For example, Minute Maid's Simply Orange and Febreze Air Effects both come in a clear bottle. Coca-Cola's Fridge Mate won points for saving fridge space.
EFFECTIVENESS: These are products that delivered as promised: Revlon Lash Fantasy Primer and Mascara, Dove Shampoo and Aveeno Intense Relief Hand Cream.
TECHNOLOGY: These companies used some form of technology to enhance their already popular products: Mach 3 Battery-Powered Razor, TruBlend Liquid Makeup (skin-matching technology), and Colgate Microsonic Toothbrush.
BRAND REPUTATION: Consumers will buy based on positive past experiences with the brand. Kraft, Lay's, Dove and Lipton are examples of trusted brand names. "It kind of makes sense," says Levy. The stuff you eat and the stuff you put on your face, "is going to be slightly more important than what you clean your toilet bowl with."
JUICE (BEST OF SHOW)
Minute Maid Simply Orange
Coca-Cola Company
Consumers' comments: Easy-to-use bottle design; still with 100% pure juice and great taste.
• "The shape of the bottle is very easy to hold and pour." Debra W.
• "The taste is great, the colour and the smell, too." Elena Z.
• "The carafe bottle shape sets it apart from other juices." Amanda K.
PACKAGED BEVERAGES
Coca-Cola Fridge Mate
Coca-Cola Company
Consumers' comments: Saves space in the fridge and is convenient.
• "The size and shape of the packaging is a great idea!" Sara S.
• "I reuse the boxes." Donna S.
• "The box is easy to get the drinks out of-they just roll out." Karla S.
CHIPS (TIE)
Lay's Sea Salt & Pepper
Frito Lay Canada
Consumers' comments: Zero trans fat, real sea salt (authentic) and great taste.
• "Sea salt adds a different taste and I like trying new things." Brandy F.
• "Real sea salt is healthier." Yvan C.
• "These taste awesome and they are always fresh." David O.
SWEET SNACKS & CANDIES
Eggo French Toaster Stix
Kellogg Company
Consumers' comments: Fast, convenient and easy breakfast; kids love it.
• "A quick fun breakfast for kids!" Dia M.
• "All the flavour of french toast with barely any of the work." Alethea B.
• "Break apart, so it's great for dipping and for kids." Janell H.
CEREALS (TIE)
Nature's Path Organic Flax Plus Raisin Bran
Nature's Path Foods Inc
Consumers' comments: Omega 3, fibre, flax, low-fat and organic -all adds up to healthy.
• "Anything flax is good for the diet. Yum." Kymm D.
• "I like seeing that this product has fibre and also that it has Omega 3." Jacinta P.
• "Love that it is organic and a good source of fibre." Angela P.
DAIRY
Danone Activia Yogurt
Danone Inc.
Consumers' comments: Good for you, healthy, probiotic-live bacteria and culture.
• "Danone makes the best yogurt, very creamy." Sandra L.
• "The one billion live bacteria...good for the gut." Heather D.
• "I have always liked Danone yogurt and look forward to trying this new variety." Natalie A.
POULTRY, MEAT & DELI
Maple Leaf Fully Cooked Roasts
Maple Leaf Foods
Consumers' comments: Convenient, ready in 10 minutes, easy to prepare and healthy.
• "Can be prepared quickly-good for working moms." Lynda C.
• "It has low sodium." Carol K.
• "It's a healthy alternative to the normally very fatty roasts." Kim T.
TOOTHPASTE & WHITENING
Crest Whitening Expressions
Procter & Gamble
Consumers' comments: New flavours, great taste and it also whitens.
• "A great toothpaste for those who don't like mint." Phil J.
• "A new taste to toothpaste, something new and exhilarating!" Dia M.
• "Brand name recognition and all-in-one toothpaste." Rick N.
MEN'S PERSONAL CARE
AXE Dry Touch
Unilever Canada
Consumers' comments: A fragrance women love; the packaging is cool and the advertising is awesome.
• "My grandson uses this product and loves it." Janice M.
• "The smell is great. I purchased it for my boyfriend." Danielle B.
•"My friend purchased this and it sounds pretty damn good!" William G.
MEN'S SHAVING
Gillette M3 Power Razor
The Gillette Company
Consumers' comments: Close shave, comfortable and the Gillette brand.
• "It makes shaving so much easier with the micropulses!" Amy S.
• "It's amazing. I've even bought these for Christmas gifts." Danny P.
• "Triple blade razors are much better than others." Kasey H.
MEDICINES & SUPPLEMENTS
Children's Motrin Dye Free
McNeil Consumer & Specialty Pharmaceuticals
Consumers' comments: It works; no dye means it avoids stains and there is the Motrin brand name reassurance.
• "Good flavour, kids might actually take it without a fight." Elizabeth L.
• "I really like the idea that this product is dye free." Jennifer O.
• "I trust Motrin to bring my kids relief from fever and pain." Kimber D.
ANTI-AGING SKIN CARE (TIE)
Jamieson's De-Stress Vitamin E Eye Contour Cream
Jamieson Laboratories
Consumers' comments: Reduces dark eye circles, smooths wrinkles, reduces puffiness and it has vitamin E.
• "Eyes are the first thing to go as the years wear on! Better to get a handle on it before it starts!" Amanda P.
• "Removes puffiness." Dan E.
• "Anything to help with the wrinkles." Robyn J.
COSMETICS
Cover Girl TruBlend Liquid Makeup
Procter & Gamble
Consumers' comments: Colour matching technology matches 97% of skin tones; hypoallergenic.
• "This product actually does what it claims to." June LeB.
• "It is oil-free and healthy." Roger W.
• "Good coverage and it's a trusted brand name." Bernadette.
GENERAL CLEANING PRODUCTS
Fantastik Toilet Fresh Brush
Dow Chemical Company
Consumers' comments: All in one, convenient, disposable, easy to use, no mess.
• "Brush looks like it would do a good job in the hard to get areas." Catherine N.
• "Can flush the brush part when done." Dawne M.
• "No more gross toilet brush in the corner of the bathroom." Dawne M.
DISH CLEANING
Palmolive Aromatherapy Dishwashing Liquid
Colgate-Palmolive Company
Consumers' comments: Aroma, colour (purple), lavender, scent.
• "Aromatherapy, doing dishes...whodda thunk?" Bobby J.
• "I love the smell of lavender, and the fact that not much is needed to make plenty of suds." Tammy P.
• "Doing dishes is not my favourite thing...but something that would help with stress is a plus!" Roberta H.
HOUSEHOLD AIR FRESHENERS
Febreze Air Effects
Procter & Gamble
Consumers' comments: Eliminates odours, different scents, long lasting and great packaging.
• "Great smell and really eliminates odours." Tena D.
• "I love Febreze and I know it works." Jennifer L.
• "It works as advertised, and the scent isn't overwhelming." Louise E
Thank you to all who participated and all of the partners on this exciting program.
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TOTAL POLLS COMPLETED ON
HOTSPEX:
15,279,661 |
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