With the average supermarket already stocking as many as 33 000 brands and the word 'new' appearing on as many as 1000 product labels every year, consumers can easily feel daunted by the vast array of products on shelf. According to editor Suzy Brokensha, "The number of entries received last year is a direct testament to the weight of the award in today's busy consumer marketplace. The awards have earned a widespread reputation for providing honest, fair and valuable product comparisons and that influential stamp of approval is a key motivator for entrants."
With the introduction of new categories including Best Pet Product (toys and grooming), Best Toys for Children and Best Cap Classique, there are more opportunities for great South African products to be recognised, says Brokensha.
The panel of judges tasked with the tough job of trying, tasting and selecting the finalists include Brokensha and speciality editors Elizabeth Atmore (health), Justine Kiggen (food), Sally Kramer and Tasneem Larney (consumer). In addition, each category will have at least two speciality judges.
The awards are open to all FMCG products and entries will be processed through the online hub. Launched last year, the easily accessible one-stop hub provides users with a cyber-warehouse where they can access all the information they need concerning consumer reviews, tips, information and ratings on all-things consumer.
According to Brokensha, the entry form has been significantly simplified this year to speed up the entry process and make it as simple as possible for entrants. "The entry format also now allows one brand manager to add multiple entries on one entry form. This makes it easier for the brand managers of big portfolios to enter as many products as they'd like on one form, thereby ensuring that we can review as many products as possible, from which to select the top products that South Africa has to offer."
She says that its readers and consumers have always played a powerful role in determining which products take centre stage on shelf and with this in mind, the magazine has once again invited readers to vote for their favourite products from all of the FMCG product entries that are processed through the online hub and appear on the website.
"We also have a reader competition attached to the voting process for the Reader's Favourites Survey. The awards wouldn't be the same without input from our readers, who are on the ground, actively using and experiencing the products every day. The competition acknowledges the critical value of word-of-mouth, which plays a major role in consumer decision-making."
Entry forms are available online at www.testhouse.fairlady.com or email moc.ydalriaf@sdrawaremusnoc for more information. The 2012 winners will be announced in the October 2012 issue of the magazine.
