Voted Product of the Year 2026: 68 products and services awarded

There are 68 products and services voted for the 2026 edition of Product of the Year: a cross-category selection ranging from food to home care, from personal care to household appliances, and including services.

The award is based on a rigorous survey conducted by Circana, involving more than 12 thousand consumers asked to assess innovation and satisfaction. The winners earned the right to use the logo in all their communications for an entire year.

The awards ceremony – held at Alcatraz in Milan – was the culmination of this research journey, bringing together companies, retailers and industry professionals to celebrate the innovations that are best interpreting the evolution of the market.

The brand is once again becoming a key driver

Among the trends highlighted by the Circana research for Product of the Year, the brand is emerging as a key driver for certifying the quality of innovation and as an authoritative and “expert” voice capable of lending credibility to key values such as professionalism, safety and naturalness, broadening the concept of well-being.

Among the 2026 winners, The Icelander Norwegian salmon, the first and only one from responsible aquaculture, plant-based spreads OraSì and AlgaBiolaundry detergent in sheets with recyclable cardboard packaging, which says goodbye to bulky plastic bottles. Among the services, Eni Plenitude adopts a panel that enables users to harness solar energy virtually, and Pulsee Energimetro for real-time monitoring of household consumption.

In the era of “proof of value”, it is not those who are simply new who win, but those who demonstrate that they can concretely improve our lives. Superior value is recognised when a product demonstrates its uniqueness through concrete evidence. Consumers ask themselves whether what they buy is really worth what it costs and reward brands that offer quality, but above all genuinely distinctive features.

Individual consumption is advancing

The quantities purchased per trip are decreasing, but people are returning to the shop more often. The growth of individual and occasion-based consumption is transforming the way products and services are developed: smaller formats, time-saving solutions and self-reward are becoming central. Among the winners are Irresistibili Citterio, So Snack Taralli Fiore di Puglia in single-serving packs, and Antonio Ruggiero microwaveable potatoes, ready in just a few minutes. In finance, Postepay Carta Evolution is ideal for saving time and managing all subscriptions together.

Curiosity about new products

Italian consumers want to try new products or brands and also indulge in unplanned purchases: new discoveries increasingly take place online, but the final decision requires consistency between the digital world and the point of sale. Packaging, in-store materials and e-commerce become essential tools for making benefits immediately clear and turning innovation into conversion. Among the winners are Barilla Protein + for those with an active lifestyle who seek taste and protein, and Dove Whole Body Deo, the first deodorant for the whole body.

Services are becoming increasingly important

The world of services is also distinguished by innovation increasingly focused on simplifying people’s daily lives and meeting their needs. The winners include UniSalute Per Te, which expands healthcare protection options with flexible and personalised solutions, and the App E.On for the digital management of energy supply. In the financial sector, Xme Mutuo from Intesa Sanpaolo also stands out, while solutions such as Super Mobile Smart di Optima demonstrate the evolution of telecommunications services towards flexible and integrated models. These innovations share a common vision: technology not as an end in itself, but as a tool capable of simplifying life while keeping solidity, responsibility and inclusion at the centre.

Technological innovation is rewarded when it genuinely improves everyday life and the user experience. Such as the brand-new Dyson Clean+Wash Hygiene floor cleaners and Robot Spot+ScrubTM with integrated AI, Philips Lumea series 9000, Moulinex Infrared, the latest-generation infrared air fryer.

Informed, selective and highly rational consumers

In a market where consumers are more informed, selective and highly rational, Voted Product of the Year confirms its ability to turn innovation into a real choice. The logo – with awareness of 89%, trust of 84% and a purchase propensity of 66% – remains a distinctive signal for the market. For consumers, it represents an indispensable guide at the point of choice; for companies and retailers, an element capable of strengthening differentiation and supporting sales turnover.

“We are moving from a market of promise to a market of proof. Voted Product of the Year represents innovation chosen directly by consumers – says Simonetta Flores, founder and CEO. With its presence across all the main product categories, the Award proves to be a privileged observatory of changing consumption patterns and a tool capable of turning innovation into trust, visibility and market performance.”

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.