Reckitt scores in Australia

07 February 2011

SYDNEY: Reckitt Benckiser, L'Oréal and Cadbury are among the brand owners that have recently launched the most popular products in Australia, according to a survey.

As part of a regular awards scheme, research firm TNS polled 5,000 consumers, asking participants to name their favourite new offerings in 21 categories, from packaged food to skincare.

The featured items were all introduced between January 2009 and September 2010, and successful entries can now add the "Product of the Year" insignia to packaging, alongside using it in advertising.

Sultana Bran Buds helped Kellogg's take the plaudits where cereal was concerned, with Organic Bubs baby range leading the way in packaged foods.

Cadbury Daily Milk Blocks won the chocolate confectionary contest, and Bayer's Berocca Performance Twist'n'Go adopted this position for soft drinks.

Unilever's Omo containing enzymes known as "pre-treaters" took the laundry honours, a status assumed by Reckitt Benckiser's Dettol No-Touch Hand Wash in the personal care segment.

Reckitt's Airwick Aqua Mist, Finish Quantum and Pine O Cleen Complete Clean Wipes also scored well with interviewees.

L'Oréal picked up two prizes, for Garnier HerbaShine and L'Oréal Paris Elvive Total Repair 5 Restoring Shampoo & Conditioner.

Revlon's PhotoReady make-up, however, claimed the beauty and cosmetics crown, and Aveeno Positively Radiant Daily Moisturiser, part of Johnson & Johnson's stable, was the best skincare launch.

"Some of the larger supermarkets carry up to 25,000 product lines, so standing out amongst such competition is quite a feat," said Simon McDowell, marketing director at supermarket giant Coles and chairman of the jury.

The main means via which this goal can be achieved is developing unique items, helping cut through the clutter shoppers are exposed to.

"The connection with the consumer was immediate in a number of instances because the product was so fresh and innovative, creating meaningful points of difference," McDowell continued.

"The winners have set a benchmark for engagement. Now it's up to their competitors to re-invent and compete. And that is good news for the end consumer."

Data sourced from Food Magazine; additional content by Warc staff