Australian shoppers have voted for their favourite everyday products in the 2026 Product of the Year Awards. Now in its 17th year, the program continues to recognise product innovation and guide consumers toward trusted supermarket choices.
Health and wellness are central to this year’s results. Research by NielsenIQ for Product of the Year found that 74 per cent of Australians have a personal health goal, driving demand for products that support energy, fitness, sleep, stress relief and mental sharpness.
The strongest preferences were for no sugar (37 per cent), high protein (36 per cent) and gut health support (20 per cent). Winning products reflecting these trends include Ultralife Adult Hair Skin Nails Gummies, Ultralife Ashwagandha Tablets and Macro Chia Sesame Snaps.
Social media is also shaping consumer habits, with almost one in five Australians influenced by online personalities. TikTok and Instagram are the most common platforms for shoppers aged 18 to 24. Peer endorsement remains important too, with one in four consumers saying the Product of the Year logo increases their confidence when choosing products.
“Shopping can feel overwhelming when you’re faced with hundreds of options in every aisle, so it’s important to have some smart shortcuts,” Product of the Year director Sarah Connelly said.
Private labels are gaining trust, with more than half of shoppers saying they view them as equal to or better than national brands. Of the 40 winners in 2026, 27 came from Coles and Woolworths. Last year, home brands accounted for 55 per cent of the winners, rising to 68 per cent this year.
Australians are also spreading their spending across multiple retailers. Four in five shop at more than one store each month, mainly for better prices, while others cite convenience, loyalty rewards and product availability.
Sustainability continues to influence decisions, with three in four consumers saying ethical sourcing matters. Sustainable winners included Cocobella Coconut Water Coffee, Koala and Bespoke Foods.
Newcomers to this year’s awards include Made Group Swiss Precision Diagnostics GmbH, Scholl, Rokeby Nutrition, Flora Food Group and Bespoke Foods.
“It’s always exciting to welcome new brands into the POY community, especially those who are shaking up their categories with a strong focus on consumer needs,” said Connelly.