The CMPL Disruptors Awards use a structured evaluation framework.
The framework reflects how FMCG products are seen in the real world: by relevance, execution quality, performance, and scalability.

The Five Pillars of Evaluation
Each product is evaluated across five weighted pillars:

1. Product Purpose & Consumer Relevance — 20%
Does the product address a meaningful consumer need or behaviour?
The jury considers:

1. • Clarity and sharpness of consumer insight
   • Relevance of the problem or gap addressed
   • Whether the product has intent beyond incremental SKU addition

2. Collaboration Excellence — 20%
How effectively did the brand and manufacturer work together?
The jury considers:

• Role clarity between partners
• How challenges were jointly solved
• Evidence of iteration and refinement
• Contribution of each partner to the final outcome

3. Innovation & Sustainability Impact — 25%
The jury considers:

• Clear improvement over existing alternatives
• Novel formats, formulation, or process logic
• Practical, execution-led innovation
• Meaningful sustainability integration (where applicable)

Balance between performance, scalability, and responsibility

4. Product Performance & Consumer Impact — 20%
Does the product deliver consistently in real use?
The jury considers:

• Consumer feedback and response
• Performance indicators (even simple ones)
• Repeat usage or purchase signals
• Retail traction or acceptance (if available)
• Internal testing or validation insights

This ensures awards are grounded in real-world performance, not theoretical promise.

5. Market Success & Scale Potential — 15%
How has the product performed post-launch, and how well can it scale?
The jury considers:

• Early market response
• Ability to scale across regions, channels, or formats

The jury’s assessment is based on a holistic review of:

• Nomination responses
  
• Physical product or packaging samples (mandatory)
  
• Product claims, literature, and supporting material
  
• Structured jury discussion and collective judgment
  

🔹 In cases of closely matched scores, the jury may recommend additional recognitions at its discretion.

This process ensures decisions are objective, evidence-led, and grounded in real-world product performance, while retaining informed expert judgment.