– On Thursday 30 January, 2025, the winners of Product of the Year 2025 were announced, as decided by 8,000 UK consumers in the annual survey of product innovation that spotlights the A-list of fast-moving consumer goods and beyond.
Beauty, homeware, and pet products dominated the list this year, with two new categories, ‘Financial Services’ and ‘Garden Lifestyle’, making their debuts as Product of the Year firsts.
For over two decades, Product of the Year has gained a reputation for giving brands and products the recognition they deserve. The iconic logo has an 81% recognition among shoppers and can be spotted in all major supermarkets and convenience stores nationwide. It is commonly regarded as a seal of approval among a sea of products on shop shelves, serving as a vote of confidence by consumers for consumers.
Without further ado, here are the winners:
Beauty and wellness took the spotlight, with natural beauty being a recurring theme among this year’s winners. Dove Advanced Care Body Wash range was recognized for its ability to leave skin soft for 24 hours thanks to its science-backed formula. NIVEA also stood out with its Serum-Infused Micellar Water Skin Glow, the UK’s first serum-infused micellar water. In the world of sun safety, Hawaiian Tropic Hydrating Protection Lotion SPF50 took the crown for its effective protection without damaging the skin. Haircare and grooming winners included Schwarzkopf Oleo Intense for hair color and Wilkinson Sword Hydro 5 Razor for male grooming.
In the ‘Beer’ category, Birra Moretti ‘Sale Di Mare’ was recognized for its taste inspired by Italy’s coastal regions. Other notable winners in the alcohol category included Jack Daniel’s & Coca‑Cola for ‘Premixed Spirit’ and Strongbow Strawberry for ‘Cider’.
DIY and garden products also made a strong showing, with 3M Command™ X-Large Picture Hanging Strips offering a simple solution for no-tool picture hanging. Keter Signature Garden Storage Box not only provides storage but also doubles as seating, adding to the ambience of any home with its beautiful wood effect.
Two menstrual care products were recognized, with Bodyform Period Pants and Always FlexProtect taking home awards. TENA Silhouette Incontinence Underwear, made with 30% less bulk than previous TENA Silhouette products, was also a winner.
In the food category, Lurpak® Plant Based took the ‘Vegetarian’ category with its palm oil-free, preservative-free, and additive-free formula. Walkers Extra Flamin’ Hot was named the winner in the ‘Crisps and Bagged Snacks’ category, while Birds Eye Crispy Chips was recognized for its perfect chip in the ‘Chips’ category. Innovation in sustainable packaging was also recognized with The British Crisp Co., Mentos Pure Fresh Gum Duo Packs, and Mentos Discovery, all winning in their respective categories. Farmfoods Roasted Sliced Chicken was also a winner in the ‘Frozen’ category.
Three winners in the soft drinks category packed more than just a caffeine kick, including Kenco Millicano Cadbury Mocha, Starbucks® Protein Drink with Coffee, and Starbucks® Frappuccino Caramel No Added Sugar.
In a first for Product of the Year, Starling Bank Personal Current Account app was recognized in the ‘Financial Services’ category for its ability to share spending insights across different ‘Spaces’ to help with budgeting.
Household essentials also took the spotlight, with Harpic Hygienic & Fresh Stickers winning in the ‘General Household’ category and Cillit Bang Expert 100% Limescale Remover taking home the award for ‘Household Cleaning’. The beloved Air Wick Essential Mist was the top winner in the ‘Household Fragrance’ category, while Comfort Scent Booster Elixir, which adds 10 times more fragrance to your weekly wash, was recognized in the ‘Laundry Additive’ category. Persil Wonder Wash Range, which excels in the shortest cycles, was also a winner in the ‘Laundry’ category. In terms of hygiene, Andrex® Ultimate Quilts Vanilla & Sandalwood Fragranced Toilet Tissue and Wet Ones Be Fresh Antibacterial Wipes were recognized in the ‘Toilet Tissues’ and ‘Wipes’ categories, respectively.
In the pet category, Felix Doubly Delicious Dry Cat Food was named the winner for ‘Cat Food’, while Winalot Friday Suppers took home the award for ‘Dog Food’.
For those looking to improve their sleep, Product of the Year recognized Simba St Ives Ottoman Bed for its luxurious, practical, and customizable design. Slumberland Air 6.0 Memory Mattress from Bensons for Beds was also recognized for its 7-zone pressure relieving Air memory foam, while Simba Hybrid® Pillow completed the dream team of winners.
“We’re delighted
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.