2015 Laundry Liquids

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Most Satisfied Customers | Surf

Our survey results reveal that Surf has achieved our Most Satisfied Customers Award for Laundry Liquids, 2015.

New Zealanders opting for ‘the untidy’ look when it comes to their laundry

The laundry habits of New Zealanders may surprise you, if our latest research is anything to by.

For example, did you know that roughly three quarters of surveyed Kiwis wear most of their clothes un-ironed? I guess that means you don’t have to feel too guilty about showing up to that party in a dishevelled shirt – the wrinkles add character! Perhaps so do blemishes, as more than a quarter of respondents admit they will wear an item of clothing even if it has a visible stain.

Additionally, many New Zealanders struggle to properly wash their clothes in the first place: 14% regularly forget to hang the washing out / dry their washing, and then have to launder them all over again. This percentage climbs to 23% when we asked Generation X respondents, and skyrocketed to 30% when we quizzed Generation Y Kiwis.

However, many respondents are quite diligent with their washing, for example:

  • 73% have read the instructions on their detergent packaging, presumably to ensure their clothes are properly washed,
  • Roughly a quarter will often Google how to best remove stains, and
  • 44% are loyal to one brand of laundry detergent, which means they’re achieving consistency with this particular chore.

Surf cleans up in our 2015 laundry liquid ratings

Consistency means little if you’re not getting the best clean possible or adequate value for money, however. That’s exactly why we annually rate brands that shoppers buy every week – to make sure they continue to make the best purchasing decisions possible. With this in mind, our survey results reveal that Surf has achieved our Most Satisfied Customers Award for Laundry Liquids, 2015.

The award-winning brand excelled in the areas of value for money, quality of clean, number of washes per bottle, and the smell of clothes post-wash.

Also excelling in these results were our other rated brands. Persil achieved five star ratings for the feel of clothes after a wash, and the quality of its cleaning. Dynamo finished with a top rating as well: for the number of washes per bottle.

Our full results can be found in the results table above.

Frequently asked questions

Canstar Blue commissions Colmar Brunton to regularly survey 2,500 New Zealand consumers across a range of categories to measure and track customer satisfaction. The outcomes reported are the results from customers within the survey group who have purchased and used laundry detergent in the last three months – in this case, 291 laundry liquid shoppers.

Each brand must have received at least 30 responses in order to be included. Results are comparative and it should be noted that brands receiving three stars have still achieved a satisfaction measure of at least six out of 10. Not all brands available in the market have been compared in this survey.