WINNING PRODUCT OF THE YEAR AWARDS AT SUPERMARKETS

5,000 Australian shoppers have had their say and cast votes for their favourite supermarket and everyday products, in the
annual Product of the Year Awards (POY) for 2025. The world’s largest consumer-based awards program is now in its
16th year in Australia, recognising product innovation, and serving as a shortcut for shoppers, saving them time and
money when finding the right products.
With inflation and rising food prices continuing to cause frustration amongst Australian households, it’s no surprise that 9 in 10 Aussies are now using affordability as their yardstick when determining product choices, according to new research conducted by NielsenIQ for POY . Similar findings revealed that almost 2 in 3 shoppers are sacrificing
indulgence items like chocolate and desserts, while 17% (up 4 points from last year) are removing household cleaning
products from their carts in order to meet budgets.

While grocery shopping remains a point of tension for Australians across the nation, some age groups are having a
better time at the supermarket than others. A surprising 20% of Australians ages 18 to 24 say they love grocery
shopping, in comparison to only 4% of Aussies ages 55 to 64 that say the same, indicating grocery stores are doing a
better job engaging younger generations.

So, how can grocery stores better serve Australian shoppers in today’s economic climate? 81% of respondents polled,
unsurprisingly, said that being the most affordable retailer is the best way to engage and retain them as customers.
Other top-ranking factors valued by shoppers when choosing a grocery store include:
• Best Range of Fresh, Healthy Products – voted by 77% of shoppers
• Best Deals & Promotions – voted by 77% of shoppers
• Best Shopping Experience/ Environment – voted by 59% of shoppers
• Most Appealing Home Brands – voted by 52% of shoppers

This is reflected in the 2025 Product of the Year winners, with supermarket chains Coles and Woolworths taking 23 of the 34 category awards, dominating with their home-brand and fresh food offerings.
Product of the Year Director, Sarah Connelly says, “For the third year in a row, affordability has been the driving factor in influencing how people are filling their shopping trollies in the hopes of reducing their grocery bills. This – paired with our research revealing Australians in the 55+ category are feeling disengaged with grocery shopping – shows how the cost of living continues to put pressure on many Aussie households.
“That said, the POY winners’ trends are demonstrating that many Australians prioritise fresh, whole foods, easy cooking solutions and innovation to home brand products, such as recyclable packaging, perhaps indicating a shift to stores catering to a younger generation of shoppers. This is shown in winners such as the Woolworths Cook Slow Cooked
Traditional Beef Roast with Garlic & Herb, Coles Overnight Chia Pudding- Berry & Coconut, and Woolworths Fresh Milk,
now with recyclable packaging”