High end pet food products reigned supreme at the Product of the Year Awards 2017.\r\n\r\nWith more than\u00a011,600 shoppers choosing the winners\u00a0across 38 FMCG categories, Product of the\u00a0Year is the world\u2019s largest annual consumer-voted award for product innovation.\u00a0\r\n\r\nNestl\u00e9 Purina Petcare\u2019s two pet food offerings demonstrate another trend becoming more prevalent on 2017\u2019s supermarket shelves: the rise of high-end pet food.\r\n\r\nGourmet Cat Soup ensures felines can enjoy a taste experience in an innovative texture and format. In the dog care sector, Dentalife Daily Oral Care won the category for its multi-function dog chew, which helps clean teeth, freshen breath and reduce tartar, whilst also containing no artificial colours or flavours.\u00a0\r\n\r\nIn an increasingly saturated market, it\u2019s clear that shoppers are opting for high-end pet care, and products that offer a strong point of difference triumph.\r\n\r\n\u201cNew products are constantly launched in the FMCG sector so it\u2019s crucial that companies do something to stand out against competitors, such as the emerging trend for products with a strong environmentally-friendly footprint. \r\n\r\n"The Product of the Year logo enables companies to instantly differentiate themselves and winners can experience a sales increase of 10-15 percent, as shoppers trust it as a sure sign of an innovative product.\u201d\u00a0\u00a0\u00a0\u00a0\u00a0\r\n\r\nMike Nolan, CEO of Product of the Year UK, is unsurprised the public voted a cat soup to come out on top of the awards' Cat Food category. He commented: "We're a nation of animal lovers, so it's little wonder that we demand the same qualities in our pets' food as we do our own.\r\n\r\n"It needs to be nutritious, without artificial colours, flavours or preservatives and, above all, delicious \u2013 Nestl\u00e9 Purina's Gourmet Soup ticks all those boxes and so if the perfect addition to our cats' menus."\r\n\r\nHe continued: "Cat soup has revolutionised the pet food category as it meets head on the demand for super-premiumisation. Cats love gravy and Gourmet Soup takes this concept up a notch, delivering quality meat and fish in a delicately refined broth."\r\n\r\nKantar TNS one of the world\u2019s leading research agencies conducted the research, offering an industry sector understanding and collating the survey from more than 11,600 people in the UK and Ireland.