The winners of the annual Product of the Year Awards have been announced, showcasing the most innovative and popular FMCG launches and other goods as decided by 8,000 consumers in the UK.
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.
The research was independently conducted by insights company Kantar. Brands that secure an award win the right to feature the iconic red Product of the Year logo on their products and marketing.
Full list of 2025 Product of the Year winners across 39 categories:
- Bed, Simba St Ives Ottoman Bed, Simba Sleep Ltd
- Bedding, Simba Hybrid Pillow, Simba Sleep Ltd
- Beer, Birra Moretti ‘Sale Di Mare’, Heineken
- Bladder Weakness, TENA Silhouette Incontinence Underwear, Essity UK Ltd
- Body Skincare, Dove Advanced Care Body Wash Range, Unilever
- Cat Food, Felix Doubly Delicious Dry Cat Food, Nestlé Purina Petcare
- Chewing Gum, Mentos Pure Fresh Gum Duo Packs, Perfetti Van Melle
- Chips, Birds Eye Crispy Chips, Birds Eye
- Cider, Strongbow Strawberry Cider, Heineken
- Coffee, Kenco Millicano Cadbury Mocha, Jacob Douwe Egberts
- Crisps & Bagged Snacks, Extra Flamin’ Hot Doritos, Walkers Max and Wotsits Crunchy, PepsiCo
- Dog Food, Winalot Friday Suppers, Nestlé Purina Petcare
- Eco Packaging, The British Crisp Co. Recyclable Paper Crisp Packet, The British Snack Co.
- Facial Skincare, NIVEA Serum-Infused Micellar Water Skin Glow, Beiersdorf UK Ltd
- Financial Services, Starling Bank Personal Current Account, Starling Bank
- Flavoured Milk Drink, Starbucks® Frappuccino Caramel No Added Sugar, Arla Foods
- Formula Milk, Aptamil Follow On Milk Tabs, Danone UK & Ireland
- Frozen, Farmfoods Roasted Sliced Chicken, Farmfoods
- Garden Lifestyle, Keter Signature Garden Storage Box, Keter
- General Household, Harpic Hygienic & Fresh Stickers, Reckitt
- Hair Colour, Schwarzkopf Oleo Intense, Henkel
- Home/ DIY, Command X-Large Picture Hanging Strips, 3M
- Household Cleaning, Cillit Bang Expert 100% Limescale Remover, Reckitt
- Household Fragrance, Air Wick Essential Mist, Reckitt
- Household Paper, Flash Kitchen Roll, Navigator Tissue UK
- Laundry Additive, Comfort Scent Booster Elixir, Unilever
- Laundry, Persil Wonder Wash Range, Unilever
- Male Grooming, Wilkinson Sword Hydro 5 Razor, Edgewell
- Mattress, Slumberland Air 6.0 Memory Mattress, Bensons for Beds
- Menstrual Care, Always FlexProtect, Procter & Gamble
- Nicotine Pouch, VELO Icy Fruits, British American Tobacco
- Period Care Underwear, Bodyform Period Pants, Essity UK Ltd
- Premixed Spirit, Jack Daniel’s & Coca‑Cola, The Coca-Cola Company
- Protein Drink, Starbucks Protein Drink with Coffee, Arla Foods
- Suncare, Hawaiian Tropic Hydrating Protection Lotion SPF50, Edgewell
- Sweets, Mentos Discovery, Perfetti Van Melle
- Toilet Tissue, Andrex Ultimate Quilts Vanilla & Sandalwood Fragranced Toilet Tissue, Kimberly-Clark
- Vegetarian, Lurpak Plant Based, Arla Foods
- Wipes, Wet Ones Be Fresh Antibacterial Wipes, Edgewell
“We’re delighted to see so many incredible innovators receive the recognition they deserve,” said 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!”
