Laundry Detergent – 2011 Ratings

You are viewing the archived 2011 award for laundry detergents. Go to the current laundry detergent ratings.

“Price is more important than brands” say Kiwi laundry detergent customers

2011 Award for Laundry DetergentsOur recent survey results show that three in five New Zealand shoppers disregarded brand loyalty if it meant finding a cheaper laundry detergent product.

Younger respondents were more money-conscious than their elders, with 70% of Generation Y respondents preferring budget detergent purchases compared to 54% of Baby Boomers.

New Zealand shoppers also indicated they were willing to be environmentally conscious with their shopping. In fact, more than two in five respondents to our survey choose eco-friendly detergent brands whenever possible.

The survey results reflected this sentiment when it came to customer satisfaction with laundry detergent brands. Ecostore, well known for producing eco-friendly products, received our most satisfied customers award for laundry detergents.

Other brands rated were Surf, Reflect, Cold Power, Persil, Fab and Drive.

Reflect received five stars for their clean quality, and shared a five star rating with Fab for price. Persil also took out five stars for the quality of the clean their product delivered.

Ecostore’s accolades were sweeter still; receiving five stars for overall customer satisfaction, quality of clean, number of washes, smell, feel of clothes and environmental friendliness.

Our survey results also showed that while nine out of every ten female respondents took on a majority of laundry duties for their home, only six in ten male respondents would regularly perform these duties themselves.

Among these household duties, hanging laundry on the line remained a tried and true method of drying clothes. Eighty-eight percent of New Zealand respondents saved money and power by utilising their clothes lines instead of using a clothes dryer.

Canstar Blue commissions Colmar Brunton Australia to survey 2,500 New Zealand consumers across a range of categories every few months to measure and track customer satisfaction. The outcomes reported are the results from laundry detergent customers within the survey group – in this case, 1858 people. To qualify, the customer must have purchased laundry detergent in the last 12 months. Brands must receive at least 30 responses to be included.

Results are comparative and it should be noted that brands that received three stars have still achieved a satisfaction measure of at least six out of 10.


Ecostore did one better than other detergent brands with five stars for overall customer satisfaction. Surf, Reflect, Cold Power, Persil and Fab all received four stars for this criteria, while Drive received three.


Both Fab and Reflect received five stars for their customers’ satisfaction with the price paid. Surf, Cold Power, Fab and Drive all receiving four stars of their own for this crucial criteria.

Quality of clean

Ecostore and Persil both shared the limelight for the five star clean quality of their detergent. Surf, Cold Power, Fab and Drive each received four stars for this criteria.

Number of washes

Getting more washes out of one packet saves time, money, and a great deal of patience. Ecostore received five stars for the number of washes someone could get out of a single pack. Both Persil and Drive received four stars for this criteria; while Surf, Reflect, Cold Power and Fab all received three.

Environmental friendliness

True to its name, Ecostore received five stars for customer satisfaction with their products’ eco-friendliness. Surf, Reflect, Cold Power, Persil, Fab and Drive all received three stars for this criteria.


That fresh laundry smell is heaven to some, so they should look at five star winner for smell: Ecostore. Fab was next with four stars, followed by Surf, Reflect, Cold Power, Persil and Drive with three.

Feel of clothes

Freshly laundered clothes should feel just right – and this can be greatly influenced by choice of detergent. Ecostore received five stars for the feel of clothes after a wash, followed by Surf, Reflect, Persil and Fab with four stars. Cold Power and Drive both took out three stars each for this criteria.