The winners of Product of the Year 2025 have been revealed, as decided by 8,000 UK consumers in the annual survey of product innovation that spotlights the A-list of FMCG and beyond.
Beauty, homeware and pet products have dominated the list this year – with two new categories, ‘Financial Services’ and ‘Garden Lifestyle’ making their debuts as Product of the Year firsts.
Over two decades, Product of the Year has gained a reputation for putting brands and products on the map, by giving them the recognition they deserve. The iconic logo has an 81% logo recognition among shoppers and can be spotted in all major supermarkets and convenience stores nationwide. Commonly regarded as a seal of approval amid a sea of products on shop shelves, it’s a vote of confidence by consumers for consumers. The research has been independently conducted with the world’s leading data and insights company, Kantar. Brands that are fortunate to ‘walk away’ with a coveted trophy also win the right to feature the iconic red Product of the Year logo – an instantly recognisable symbol of product excellence.
Here are the product of the year 2025 winners…
Beauty and wellness shine bright
Natural beauty is a recurring theme among this year’s beauty and wellness winners. Dove Advanced Care Body Wash range will leave your skin soft for 24 hours. How? It’s all in the science. Dove’s Micro Moisture Technology delivers instant post-cleanse moisturisation. Enhancing your natural ‘glow’ is also within NIVEA’s wheelhouse, winning an award with the stand-out Serum-Infused Micellar Water Skin Glow – the UK’s first serum-infused micellar water. Practicing sun safety is key to achieving that radiant glow without damaging your skin, and today that’s easier than ever with products like Hawaiian Tropic Hydrating Protection Lotion SPF50 on the market (Product of the Year’s ‘Suncare’ winner). Haircare and grooming winners include Schwarzkopf Oleo Intense (hair colour) and Wilkinson Sword Hydro 5 Razor won by more than a whisker within the ‘Male Grooming’ category.
Beer and spirits cause a stir
In the ‘Beer’ corner, Birra Moretti ‘Sale Di Mare’ is inspired by Italy’s coastal regions. A touch of Italian sea salt brings out the full flavour of this unfiltered, full-bodied beer, delivering a taste experience that makes it a true Product of the Year innovator. Other alcohol category all-stars included Jack Daniel’s & Coca‑Cola which won the ‘Premixed Spirit’ category – one of the world’s most popular bar orders and Strongbow Strawberry – a much-celebrated addition to the fruity ciders range.
DIY and garden products bring it home…
3M has nailed the formula for ‘no-tool’ picture hanging. 3M Command™ X-Large Picture Hanging Strips are a simple DIY solution, earning itself an award within the ‘Home and DIY’ category. Storage is another household essential. Keter Signature Garden Storage Box doubles as storage AND seating, adding to the ambience of your home in a beautiful wood effect. That’s why it’s been crowned champion of Product of the Year’s first ‘Garden Lifestyle’ category – you’ll wish you’d discovered it sooner.
First-class fem-care winners
Two menstrual care products also made the cut – Bodyform Period Pants (reusable and effective in up to 50 washes) and the highly absorbent, Always FlexProtect, winning Product of the Year awards respectively. Fellow winner, TENA Silhouette Incontinence Underwear, is made with 30% less bulk than previous TENA Silhouette products, while the 3D absorption zone in the core adapts to the body. Truly and effectively discrete.
Food for thought: a veggie victory and a world-first winner
Vegetarians will rejoice for the one and only, Lurpak® Plant Based – winner of the ‘Vegetarian’ category. It’s free from palm oil, preservatives, colourings, and other additives a.k.a. flavoursome without compromising on creaminess. Among the snacks, Walkers Extra Flamin’ Hot, which consists of Doritos, Wotsits Crunchy and Walkers Max, came top of the ‘Crisps and Bagged Snacks’ category. These crisps will ‘spice up your life’! Birds Eye Crispy Chips was dubbed top of the ‘Chips’, combining the crispiness of french fries with the fluffiness of straight-cut chips.
This next product is leading the way in sustainable packaging… The British Crisp Co. won the ‘Eco Packaging’ category with the world’s first fully recyclable paper crisp packet. Perfetti Van Melle scored a double victory with Mentos Pure Fresh Gum Duo Packs and the deliciously fun and fruity sweet treat, Mentos Discovery. The latter is a Perfetti Van Melle category-first this Product of the Year awards season – 14 iconic fruit flavours in one tube make for a tantalising taste experience. Farmfoods Roasted Sliced Chicken – our final food winner – makes for a fantastic sandwich filler. Marinated then steam cooked for succulence and roasted for flavour – you can’t go wrong.
Soft drinks make a winning splash
Coffee… is the answer to winter blues! Three Product of the Year winners pack more than a caffeine kick. Kenco Millicano Cadbury Mocha is a rich and creamy barista-style coffee experience that you can enjoy from the comfort of your home. Have you ever wished you could combine your gym nutrition with your morning coffee? Now you can with Starbucks® Protein Drink with Coffee or try Starbucks® Frappuccino Caramel No Added Sugar for a real coffee-shop-style treat.
A finance first!
Starling Bank’s Personal Current Account app is the first Financial Services product to ever win a Product of the Year and that’s not to be taken lightly! Gone are the days of having to queue for hours in high street banks to set up an account. With Starling’s app, it takes minutes. The app shares ‘spending insights’ with different ‘Spaces’ to help budget across everything from groceries to holiday savings.
Household heroes take to the top of the podium
Harpic Hygienic & Fresh Stickers – which sit discretely inside the toilet bowl and Cillit Bang Expert 100% Limescale Remover have won the ‘General Household’ and ‘Household Cleaning’ categories respectively. Home ambience favourite, Air Wick Essential Mist, was #1 in the ‘Household Fragrance’ category and once you try it, you’ll know why! This is a new, portable device that glows as it diffuses fragrances infused with Natural Essential Oils into a magical mist. There are few things better than the smell of freshly cleaned laundry. Comfort Scent Booster Elixir brings 10 times more fragrance to your weekly wash, bagging a Product of the Year trophy. It’s also no wonder Persil Wonder Wash Range scored a win with this vibrant range of detergents designed to excel in the shortest cycles. Hygiene winners- Andrex® Ultimate Quilts Vanilla & Sandalwood Fragranced Toilet Tissue and Wet Ones Be Fresh Antibacterial Wipes – were awarded within the ‘Toilet Tissues’ and ‘Wipes’ categories.
Best-in-show – pet product take to the ‘cat’-walk
Flying the flag for the felines… Felix Doubly Delicious Dry Cat Food was named the Product of the Year winner within the ‘Cat Food’ category with this dream cat cuisine. And for the pooches? Winalot Friday Suppers was the worthy ‘Dog Food’ category winner with a great product name! This product is a great source of Omega-3 for shiny coats and healthy skin.
Sweet dreams are made of this…
If one of your New Year’s resolutions was to improve your sleep, then look no further! Luxurious, practical and customisable are the keywords for Product of the Year winner, Simba St Ives Ottoman Bed. This bed is all about luxury-level comfort and storage (with a capacity of up to 768 litres). For extra cushioning, Slumberland Air 6.0 Memory Mattress from Bensons for Beds incorporates 7-zone pressure relieving Air memory foam for a heavenly night’s sleep – like sleeping on a cloud? To complete the set, Simba Hybrid® Pillow also has cooling properties with the added benefit of being adjustable to your comfort requirements.
“We’re delighted to see so many incredible innovators receive the recognition they deserve,” says Helga Slater, MD, Product of the Year. “From category-firsts to world-firsts, this year’s winners reveal an evolving consumer landscape and what better recognition than that of the voting public – all 8,000 of them!”
