Laundry Liquids

Compare laundry liquid in New Zealand at Canstar Blue. ecostore, Coldpower, Earthwise, Persil, Reflect and Surf were compared on quality of clean, feel of clothes, scent, value for money, packaging, environmental friendliness and overall satisfaction.

See our Ratings Methodology.

Most Satisfied Customers | ecostore

ecostore rated number one for customer satisfaction.

Just imagine – getting into bed with your freshly washed PJs on, and sinking into your fresh sheets. Summer or Winter, it is quite possibly one of the best feelings at the end of a long day. Despite washing being an annoying chore, the feeling after is always rewarding, and laundry detergent has a huge part to play in this.

To help you find a customer favourite laundry liquid, Canstar Blue surveyed Kiwis who have purchased and used laundry liquid in the last three months. Nearly 500 New Zealanders reported back to us, rating their laundry liquid brand on various factors, including quality of clean, feel of clothes and scent.

ecostore is the grand winner for Canstar Blue’s 2019 Most Satisfied Customers Award, for laundry liquid, gaining 5-stars for quality of clean, feel of clothes, packaging, environment friendliness and overall satisfaction! Now, let’s see how ecostore stacked up against other laundry liquid brands…

Kiwis want their clothes to look and feel good

Your favourite top or shirt with a nasty stain right down the front is never a good look.  What’s worse is when you’ve put it through the wash and the stain still sticks like glue.  Wanting our clothes to come out of the washing machine looking cleaner than when they went in, is probably why quality of clean is one of the most important features we look for in our detergents.  But it’s not just a nice clean look we’re after, we want our newly washed clothes to feel good too.  After all, it’s no good having a beautiful clean white shirt if it’s so crisp you crunch every time to you move!  The winner of Canstar Blue’s Most Satisfied Customers Award – ecostore – was the only brand to receive 5-stars for both the quality of clean and feel of clothes factors. Coldpower was the only other brand to come close, registering 5-stars for quality of clean.


There has been a lot of scientific research conducted around what and how we smell and the upshot is that it’s thought we can smell over a trillion different odours.  The base products in many laundry liquids don’t give off the sweetest aroma and some brands contain some pretty stinky chemicals so for this reason, manufacturers often add a scent.

Surf and Reflect both achieved 5-stars for scent, while ecostore gained 4-stars.

Value for money

Whatever we are having to splash our hard-earned money on, we always like to think we’re getting bang for our buck and it’s no different when it comes to our laundry liquid. If you do have one eye on the price tag, Reflect took the 5-star honours in this category, with Surf and Coldpower being awarded 4-stars apiece. The remaining brands received 3-stars.


Laundry liquid is great in the washing machine but not so good if it spills all over the floor!  We think it’s fair to assume that robust, attractive, easy to store, easy to open, easy to pour packaging, would be what consumers are after.

It appears as though ecostore knows just how Kiwis like their laundry liquid packaged, as it was the only provider to be rated 5-stars for packaging!  Surf, Reflect and Coldpower all came in with a 4-star rating.

Environmental friendliness

More than 40% of the people we spoke to said that they prefer to use an environmentally friendly detergent. Some manufacturers have made a real conscious decision to step away from chemicals wherever possible, substituting many of them with plant-based compounds.  With the philosophy that we can all make a difference, ecostore was the only brand to score 5-stars. Earthwise scored 4-stars, with the remaining brands resting on 3-stars.

So, there you have it.  Not quite everything you’ve ever wanted to know about laundry liquids but hopefully enough to help you choose a one that’s right for you!

Frequently asked questions

Canstar Blue surveyed 2635 New Zealand consumers across a range of categories to measure and track customer satisfaction, via ISO 26362 accredited research panels managed by Qualtrics. The outcomes reported are the results from customers who have purchased and used laundry liquid in the last 3 months. In this case, 482 New Zealanders.

Brands must have received at least 30 responses 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. The ratings table is first sorted by star ratings and then by mean overall satisfaction. A rated brand may receive a ‘N/A’ (Not Applicable) rating if it does not receive the minimum number of responses for that criteria.

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