Private Brands Score Big at the Australian Product of the Year Awards

According to an article in the Australian trade publication Marketing Magazine: A vacuum pack food saver, vegetable smoothies, sweet potato fries and Private Brand deli style chips feature in the Australian Product of the Year 2012 awards for best consumer product.

The study of 7,000 Australian shoppers identified the innovations at the top of shopping lists as products which save time, simplify life, are perceived to be of good value or bring a little luxury into people’s lives.

Product of the Year director, Sarah Connelly, says most of the 28 winners reflected the time pressure people are under and the desire to find new products to make lives simpler and better.

“Consumers are looking for good value, with supermarket home brands scoring two awards this year, but there’s still room for little luxuries even though purses are being squeezed,” Connelly says.

Private Brand products entered the awards this year amid strong growth and continued commitment from the major Australian retailers. Coles took the fresh food category with its Coles Grill range of seasoned barbecue meat cuts and Woolworths topped the snack vote count with its Woolworths Select Deli Style Chips.

Twenty-eight categories were covered in the 2012 awards including adult health, dental care, deodorant, female skin care, male grooming and personal hygiene.

See the full list of winners for the 2012’s awards.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.