2023-07-04 13:30:00
The evolution of the “voted product of the year” certification ecosystem
According to Philippe Gelder, “Elected product of the year” is a methodology that has existed for 40 years, serious and objective, allowing guide consumers in their choices. He defines it as a “consumer certification ecosystem”. This year, the ecosystem will see changes, including the inclusion of distributor products in addition to national products, and the introduction of “Voted brand of the year”, a novelty that aims to enhance the brands in which consumers have confidence.
The integration of distributor products is justified by growing consumer interest in these brands, particularly since 2022. These brands, called Private Label (MDD), offer more affordable prices and basic products. They must therefore prove the quality of their products to retain their customers. The “Elected product of the year” logo will make it possible to achieve this objective.
Evaluation criteria and the impact of certification
For products to be eligible for “elected product of the year” certification, whether they are distributors or not, a specific methodology is implemented. This is developed in partnership with NielsenIQ, an independent research institute. Judging criteria include “perceived innovation, attractiveness, purchase intention and product satisfaction”. These criteria are evaluated by consumers via the Treetz application.
The impact of the “Elected Product of the Year” certification is significant. Philippe Gelder notes that participating brands see an average 25% increase in sales. Some brands even experienced higher growth, such as BIC in Belgium which saw a 32% increase in sales. This increase in sales leads the brands to submit to the game and see this certification as a kind of investment.
Thus, the logo “Elected product of the year” evolves to adapt to market trends. He recognizes the growing popularity of private labels while offering added value to brands that manage to stand out through innovation and consumer satisfaction.
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