You've had your say (over 350 000 votes); we listened, tallied up the results and now it's time to celebrate the brands who came out on top in BabyYumYum's fifth Product of the Year Awards, says the platform.

We all know that there's nothing more trustworthy than a parent's opinion, says BabyYumYum. In 2022, 93% of moms reported using some kind of social media reference to find product recommendations.

From the best bum creams and babyproofing equipment, each winning brand has been personally recommended and voted for by the moms, dads and caregivers that make up the loyal BabyYumYum community. And there's is no better advocate than the parent who truly believes a product or brand works, adds BabyYumYum

2023 Product of The Year winners

Due to the economic environment, bigger brands declined under the pressure of tighter wallets and price-sensitive consumers, according to BabyYumYum. Categories that previously were dominated by brands like J&J, Proctor & Gamble and Kimberly Clarke have all felt the impact of less expensive or dealer-owned brands (DOBs) entering the space.

Alternative options are taking market share by offering consumers reasons to fall in love with these brands, BabyYumYum says. In 2023, the BabyYumYum Awards also consolidated some categories to ensure an easier survey fill and introduced a few new categories:
  • Radio, won by Metro FM
  • Pregnancy Shakes, won by Mom2b, and 
  • Investment Planning, won by Old Mutual.

Even though there were some drops, other brands have maintained their dominance, such as the Spur Group and Preg-Omega Plus — both exceeding 60% of the vote in their categories. Bennetts, a local South African brand, has improved its standing by offering a product range that delivers, whilst local luxury bag range The Lily Rose Collection gained substantial growth in the Best Nappy Bag space, BabyYumYum adds.

"By holding this important annual product measurement survey, we make parents' lives as stress-free as possible by reporting what the best products are out there as voted for by other parents," says BabyYumYum's CEO Amanda Rogaly.

"We understand that the product options available can be overwhelming. So, we're here to guide you on where to put your spend in a trusted shopping list. This is why we launched the Product of the Year Awards five years ago because BYY understands that times are tough and that you want to get value for money as well as keep you up to date with the latest trends and product innovations," Rogaly adds. 

This in-depth product measurement survey is also available for brands to acquire to determine where they sit in this niche market and how they can best satisfy and adjust their strategies to the parenting community, concludes BabyYumYum

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