The winners of Product of the Year 2025 have officially been announced, recognising the most innovative products across various industries. Voted for by 8,000 UK consumers, this prestigious award highlights standout products in beauty, homeware, pet care, food, and more. This year, two new categories—Financial Services and Garden Lifestyle—make their debut, expanding the award’s reach into new markets.
For over two decades, Product of the Year has helped brands gain national recognition, with its iconic red logo boasting an 81% recognition rate among UK shoppers. Now, let’s take a look at the winners that have captured the nation’s attention.
Beauty and Wellness Innovations
This year’s beauty and wellness winners emphasise natural beauty and skin protection.
- Dove Advanced Care Body Wash keeps skin soft for 24 hours, thanks to its advanced formula.
- NIVEA Serum-Infused Micellar Water Skin Glow is the UK’s first serum-infused micellar water.
- Hawaiian Tropic Hydrating Protection Lotion SPF50 leads in suncare, combining hydration with high SPF protection.
- Schwarzkopf Oleo Intense stands out in hair colour, while Wilkinson Sword Hydro 5 Razor claims victory in male grooming.
Top Picks in Beer and Spirits
Beverages also took centre stage, with notable winners in the alcohol category:
- Birra Moretti ‘Sale Di Mare’ impressed with its Italian coastal-inspired flavour.
- Jack Daniel’s & Coca‑Cola won in Premixed Spirits, offering a convenient classic.
- Strongbow Strawberry brought a fresh twist to the fruity cider market.
DIY and Garden Lifestyle Make an Impact
This year saw exciting wins in home improvement and gardening:
- 3M Command™ X-Large Picture Hanging Strips offer a no-tool DIY solution for easy home décor.
- Keter Signature Garden Storage Box combines storage with stylish seating, winning in the newly introduced Garden Lifestyle category.
Fem-Care and Hygiene Leaders
Innovations in personal care and hygiene were also recognised:
- Bodyform Period Pants and Always FlexProtect topped the Menstrual Care category.
- TENA Silhouette Incontinence Underwear, now 30% thinner, won for its improved comfort.
- Andrex® Ultimate Quilts Vanilla & Sandalwood Toilet Tissue added a luxurious touch to hygiene essentials.
Food and Drink Excellence
A diverse range of food and drink products were honoured this year:
- Lurpak® Plant Based, free from palm oil and additives, won in the Vegetarian category.
- Walkers Extra Flamin’ Hot dominated the Crisps and Bagged Snacks category.
- Birds Eye Crispy Chips earned top honours for the perfect chip experience.
- Sustainable packaging was also recognised, with The British Crisp Co. and Mentos Pure Fresh Gum Duo Packs among the winners.
- Kenco Millicano Cadbury Mocha, Starbucks® Protein Drink with Coffee, and Starbucks® Frappuccino Caramel No Added Sugar led in soft drinks.
Financial Services and Household Essentials
Marking a Product of the Year first, a Financial Services product was crowned:
- Starling Bank’s Personal Current Account App, which helps users manage spending with custom budgeting tools.
Household favourites also made the list:
- Harpic Hygienic & Fresh Stickers and Cillit Bang Expert 100% Limescale Remover led in home cleaning.
- Air Wick Essential Mist won in Household Fragrance, while Comfort Scent Booster Elixir impressed with 10x more fragrance.
- Persil Wonder Wash Range stood out with detergents designed for shorter wash cycles.
Best in Pet Care
For pet lovers, two standout products took home awards:
- Felix Doubly Delicious Dry Cat Food was the top pick in Cat Food.
- Winalot Friday Suppers won in the Dog Food category.
Sleep Innovations for a Better Night’s Rest
Consumers looking to improve their sleep had plenty to celebrate:
- Simba St Ives Ottoman Bed, offering luxury and practicality, was a top choice.
- Slumberland Air 6.0 Memory Mattress, featuring 7-zone pressure-relieving memory foam, was a standout winner.
- Simba Hybrid® Pillow rounded out the bedding champions.
A Landmark Year for Product of the Year
Helga Slater, MD of Product of the Year, expressed excitement over this year’s winners: “We’re delighted to see so many incredible innovators receive the recognition they deserve. 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!”
With consumer needs constantly evolving, Product of the Year 2025 has once again highlighted the brands and products making a real impact in people’s lives.
