In conjunction with this issue’s focus on shopper insights, it seemed like an apropos time for a quick look at some of the findings from a study of American shoppers that was conducted as part of the Better Homes and Gardens Best New Product Awards.

The winning products for 2016 were determined by the more than 38,000 consumers who participated in a nationwide survey conducted by research firm BrandSpark International in partnership with Better Homes and Gardens. They picked 74 winning products in the categories of: beauty; food and beverage; health and personal care; household; and kids. The full list of winning products can be found at BHG.com/bestnewproductawards.

I always get a kick out of how, shall we say, specific some of the subcategories are. For example, for every expectedly mundane subcategory like best new yogurt or best new cat food you also occasionally get things like “best new Mexican meal starter” or “best new sparkling beverage system.”

Sample winners include: best new dessert – Breyers Gelato Indulgences; best new yogurt – Chobani Greek Yogurt Oats; best new paper towel – Bounty with Dawn; and best new gluten-free product: Ronzoni Gluten Free Pasta.

In case you were wondering, the award for best new Mexican meal starter went to Old El Paso Mini Soft Tortilla Taco Boats; Bonne O Sparkling Beverage System took home the prize in its nearly eponymous subcategory.

Along with determining the winning products, the BrandSpark/BHG American Shopper Study also offers an annual peek into the minds of American shoppers. Some highlights from this year’s survey are:

New product interest: Seventy-five percent of consumers like trying new products. Seventy percent of shoppers say they will pay a little more for a new product that appears to be better than what was previously available.

Brand loyalty and shopping habits: Product innovation is as important as ever to capture shopper attention, as 44 percent say they are less brand loyal than they were a few years previously. Deals continue to drive trial, with 50 percent reporting they use coupons from coupon circulars “most weeks” and 26 percent now using a coupon app on their smartphone, often in addition to print coupons.

Food and health: While seven in 10 Americans are making some changes in order to live healthier, 67 percent are skeptical of the health claims they see on products. Although health is important, 63 percent agree that indulgent foods that are not all that healthy are sometimes worth it anyway.

Cooking at home: Sixty-nine percent of American shoppers say they enjoy cooking. An even greater proportion, 77 percent, says they try to prepare food at home as often as they can, driven by enjoyment and financial motives. Shoppers love products that offer great taste and convenience at a good value.

Over-the-counter health: Price is not always the main purchase driver in OTC. Sixty-six percent agree that they will often spend a lot more for health products they know work. “Natural” resonates with health product shoppers, with 53 percent saying they opt for natural products so long as they don’t compromise on efficacy.

Household care: Household care products are rarely an impulse buy. Just 21 percent say they often make impulse purchases in the segment. Yet household shoppers are looking for new things: sixty-one percent look for products that are more environmentally-friendly; 51 percent are interested in “natural” cleaners; and 72 percent appreciate multipurpose household care products that are perceived to add convenience and value.