Super concentration wins Product of the Year for Omo

Radical new packaging for a concentrated laundry detergent was one of Australia’s most innovative product moments of last year, according to a survey of 5,000 Australian consumers.  

omo-small-and-mightyThe launch of Omo’s Small & Mighty range – which saw the creation of a new super concentrated product category – has been recognised in the Product of the Year Awards.

The awards – organised by advertorial TV company What’s New – recognise new products across 14 supermarket categories, including Unilever’s Omo in the laundry category.

Michelle Katz, marketing manager of Omo Small & Mighty, said: “It was a retailer – Walmart in the US – that drove the initial idea by challenging laundry manufacturers to rapidly move to super concentrates.

“In the US the average pack size for laundry liquid was 3l, so it took up a lot of shelf space for a category that had not delivered significant growth to retailers for many years. In Australia we changed from a 1.4L bottle to 475 ml with each wash needing only a third of the previous dose.” She added: “Consumers have responded very well.”

Researcher Steven Braddon of Roy Morgan Research, who conducted the survey, said: “Products that make it into the shops are the result of enormous series of consumer studies that try to find out what people’s needs are, and how they behave in the real world. It’s much more about addressing unmet needs than convincing people to buy what they don’t really need.”

The survey was conducted online, among 5000 consumers identified as Main Grocery Buyers. The products – all of which had been introduced in the 12 months prior to the survey – were shown to the respondents as both image and text description. In order to be eligible, all had been featured by What’s New.

Each product was then rated on how new and different it was perceived to be, using a four point scale.  This was followed by ratings of six attributes about the product and consumer propensities.  These included “would recommend to others,” “is an original idea,” “makes life easier,” “would make a special trip for,” “addresses an everyday need,” and “would be a hard product to give up.”

The winners list:

  • Dairy: Dairy Farmers, Rise Fresh Start
  • Simmer sauces and recipes: McCormick Slow Cookers
  • Hot drinks: Nescafe Greenblend
  • Personal care: Dettol Instant Hand Sanitizer
  • Dog food: Purina Lucky Dog 2 in 1 Beef and Marrowbone Dog
  • Household cleaning: GreenWorks
  • Meal kits: Greenseas Chunky Tuna Plus
  • Sauces and marinades: MasterFoods Homestyle Marinades
  • Herbs and spices: McCormick Herbs and Spices
  • Breakfast: Uncle Tobys Oat Crisp Cereal
  • Cat food: Purina Supercoat for Cats
  • Laundry: Omo Small & Mighty
  • Insect control: Raid Automatic Insect Control System
  • Household fragrances: Glade Scented Oil Candles

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