Innovation on the Grocery Shelf

Written by the Tidings Staff | 03 May 2010

You're not supposed to go grocery shopping when you're hungry. Yet grocery consumers are exactly that - hungry for products that stand out from the crowd, says Michelle Scott of the Canadian Council of Grocery Distributors (CCGD). "The grocery list is just a starting point," says Scott. "Consumer research tells us that a significant number of grocery shoppers take the time to browse, and that 70% like trying new and interesting items."

Consumers vote for these innovative products every day through their purchases - and CCGD recognizes them every year through the Canadian Grand Prix New Product Awards(TM). In fact, in a recent review of trends in consumer goods, The Nielsen Company stated that in today's Canadian marketplace, "winning brands will innovate and differentiate". The finalists in the Canadian Grand Prix New Product Awards(TM) demonstrate those qualities.

This is the 17th year for the CCGD awards program, which recognizes the top grocery product newcomers across 25 food, non-food and private label product categories. The winners, to emerge from the finalists announced today, will be revealed at a gala banquet on May 31 at the National Grocery Conference in Halifax, presented by CCGD and Food and Consumer Products of Canada.

A 32-member jury made up of consumers, food editors, journalists, advertising executives, packaging designers and CCGD distributor members evaluates all entries.

In February, the panel gathered at the Institut de tourisme et d'hôtellerie du Québec in Montreal to evaluate the food and private label products. The judges assess non-food products at home over six weeks. Each entry is graded on five criteria: uniqueness and innovation, product characteristics, presentation and packaging, overall consumer value, and consumer acceptance. To become a Grand Prix finalist, a product must achieve a cumulative average score of at least 70%.

"Every year, the products get better," says Marcus Von Albrecht, who has headed the jury for the competition for nine years, and serves as director of B.C. Chefs Association. What's in store this year? Von Albrecht noted three themes running through many of the Grand Prix finalists:

• higher end food products that offer "great value for the money," enabling consumers to get the dining out experience at eat-in prices

• novel and more environmentally sustainable packaging, something that is both environmentally-friendly and consumer-friendly

• innovative flavours and cooking techniques

"The range of this year's Grand Prix finalists demonstrates the grocery industry's commitment to innovation, and to exceeding consumers' ever evolving expectations," says Scott. Products introduced between January 1 and December 31, 2009 were eligible to enter. The awards program is open to manufacturers and distributors of all sizes. The finalists and winners can use the Grand Prix Award logo on their packaging for two years. Winners gain additional profile through retailer support via flyers and shelf talkers.

And the finalists are…