In the US, the Product of the Year seal is backed by the votes of over 40,000 consumers, serving as a shortcut for shoppers in the supermarket, saving them time and money. For manufacturers of the winning products, the award is a powerful marketing message proven to increase product trial, awareness, distribution and sales.

Product of the Year accepts entries every year from consumer packaged goods that demonstrate innovation and were launched within the previous year. Entered products are then placed into specific categories such as food, beverages, personal care, household care, etc. with a product then being chosen as a winner in its category through a nationally representative online study conducted by Kantar.

Winning products are announced in February of each year and receive the right to use the POY seal in marketing communications for two years.