Laundry Liquids – 2014 Ratings

Posted by Canstar Blue March 27th 2014

You are viewing the archived 2014 ratings for laundry liquid. Go to the current laundry liquid ratings.

Surf’s up for our laundry liquid customer satisfaction award

2014 Award for Laundry LIquidLaundry should be a set and forget task, and the only missing ingredient in your weekly washes might be an award winning laundry detergent. We have compared laundry liquid brands to help you choose a product that will produce these results in every wash.

Surf achieved our Most Satisfied Customers Award – Laundry Liquids for 2014. Not only that, this brand also attracted five star accolades in all but two of our ratings criteria.

Persil secured top ratings for how effectively its detergents cleaned garments, and for smell. Additionally, Earthwise received five stars for environmental friendliness.

Detergent brands Coldpower and Dynamo were also rated. We also compared laundry powder brands in this survey.

Is Generation X struggling to keep it clean when it comes to their laundry?

A significant 27% of Generation X respondents to this survey regularly forget to hang washing out/dry their clothes, and need to rewash these items later. When all our survey respondents were queried, a less significant 13% admitted the same.

Additionally, Gen X Kiwis are somewhat ‘ironing-averse’, with 84% wearing most of their clothes un-ironed, unlike a more style conscious 72% of Generation Y consumers.

Shoppers employ different selection criteria when buying detergent for their homes:

  • More than a third choose their detergent based on smell,
  • Two in five base their purchasing decision on price (rather than brand), and
  • Three in five choose an eco-friendly product whenever one is available.

Canstar Blue commissions Colmar Brunton using the SSI Panel to survey 2,500 New Zealand consumers to measure and track customer satisfaction on a range of different consumer goods and services. The outcomes reported are the results from respondents within the survey group who have purchased and used laundry detergent in the last three months – in this case, 311 customers of laundry liquid products. 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.

Overall customer satisfaction

First out of the wash was Surf laundry detergent, with a five star rating for overall satisfaction in this category. Persil and Coldpower received four stars each, and Earthwise and Dynamo followed with three.

Value for money

Many New Zealanders are wary of steep prices, so all shoppers should look out for a detergent brand that offers the best possible value. Surf finished with five stars for laundry liquid value for money, followed by four star recipients Coldpower, Earthwise, and Persil. Dynamo received three stars in this area.

Quality of clean

Need to look your best? You’ll need a laundry detergent that’ll produce the cleanest, freshest clothes possible. Those who purchased Persil detergent were most satisfied with the effectiveness of their laundry liquid. Coldpower and Surf both achieved four stars for the quality of their product’s ability to clean; Earthwise and Dynamo were next with three.

Number of washes

Getting the maximum number of washes from your detergent purchase is important for families on a budget / those who run many laundry loads each week. Surf received five stars for how many washes customers got from each bottle of detergent. Persil, Earthwise, and Coldpower each achieved four stars, and Dynamo followed with three.

Environmental friendliness

Many customers feel strongly about protecting the environment, and this can inform their purchasing decisions when shopping. Earthwise achieved five stars for environmental friendliness, Surf and Coldpower received four apiece, and Persil and Dynamo came next with three.


Customers of both Surf and Persil liquid detergent brands were most satisfied with the smell of their clothes after a wash. Following our five star recipients was Coldpower with four, and Earthwise and Dynamo with three.

Feel of clothes after a wash

Surf finished with five stars for the feel of washes clothes after a washing cycle. Persil and Coldpower each received four, and Earthwise and Dynamo earned three apiece.