BrandSpark Survey Reveals Shifting Consumer Preferences

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Survey of over 18,000 Canadians shows consumer preferences for health-conscious, environmentally-friendly and natural products

In tandem with it’s Best New Product Awards unveiled earlier this month, market research firm BrandSpark International announced new research on Canadians’ shopping habits for everyday consumer products.

More than 18,000 Canadians voted on the latest new beauty, health, personal care, food, beverage, and household products in 66 different categories. There was a strong presence in the natural and health-conscious realm, with winners including Love Child Organics, Burt’s Bees, Nude by Nature, Tetley Super Tea, and Joyya milk.

BrandSpark noted that, for 2019, the BNPA program has partnered with Canadian Living, which is promoting the winners across its network of print and digital media properties. This year, shoppers can purchase and save on the BNPA award-winning product Shopping Guide on www.ShopperArmy.ca, a new site from BrandSpark that rewards Canadian shoppers with cash back from Amazon.ca and other top online retailers.

“With so many new products launched each year, consumers are looking for ways to identify which are truly the best and deserving of their dollars,” asserted Robert Levy, President of BrandSpark International.

“Over the past 16 years, the Best New Product Awards has become the most influential awards program for CPG products, and is recognized as the Canadian Shoppers’ Seal of Approval,” added Kim Diamond, Vice President of the BNPAs. “The award helps products stand out in the saturated CPG marketplace. Year after year we see brands gain an edge in the market by consistently leveraging their win across media channels.”

Embracing Innovation

“Canadian shoppers continue to be interested in innovation, with seven in 10 indicating they like trying new products,” said Levy.  However, the choices can be overwhelming, with half saying there are too many new products for them to determine what’s best on their own, pointing to the importance of credible consumer shopping guides. When it comes to what Canadians are looking for, the survey revealed that:

  • 67 per cent of Canadian shoppers surveyed look for new products that will “make my life easier.”
  • New product benefits that resonate with most Canadians include health, taste, effectiveness, and convenience.
  • 79 per cent appreciate when manufacturers make products more environmentally-friendly, and 37 per cent are willing to pay more for these products, which is an increase from 32 per cent in 2018, pointing to a continued opportunity for brands.