Baby Wipes – 2012 Ratings
Posted by Canstar Blue September 6th 2012
You are viewing the archived 2012 ratings for baby wipes. Go to the current baby wipe ratings.
Baby wipes the ‘jack of all trade’ product for on-the-go parents
Baby wipes have proven a bit of a wonder product in our recent survey results, with 90% of respondents saying they were always a product they kept close at hand.
While the number of parents who relied on these wipes was consistently high in all demographics, we also discovered some other extracurricular uses for the go-to baby product:
- 37% of respondents used baby wipes to remove stains from clothes,
- 31% used them to clean the interior of their car and,
- 25% used them to freshen up between showers.
We also found that parents were particularly mindful of what they placed on their baby, with a third of respondents choosing to first test baby wipes on their own skin before using them on their child. Almost half our parents surveyed (45%) sought out anti-bacterial wipes for their child, and 63% declared they would only buy alcohol-free wipes.
When it came to the brand with the most satisfied customers, Huggies was our award winner with five stars for the scent, strength and thickness of wipes and overall customer satisfaction.
Huggies nudged out Curash, ALDI Mamia, Coles (which included Smart Buy, Coles own brand and Comfy Bots), Johnson’s and Woolworths (which included Homebrand and Select) to take the top spot in our survey.
They were also the winner of our recent disposable nappies ratings.
Other brands which excelled in this category were:
- Curash – scoring five stars for scent, suitability for sensitive skin and ease of dispensing and opening; and,
- ALDI Mamia wipes, which achieved five stars for value for money.
Canstar Blue regularly commissions leading independent research specialists Colmar Brunton to survey Australian consumers across a range of categories to measure and track customer satisfaction.
These results power Canstar Blue’s Customer Satisfaction Awards in which products and services are rated based on the experiences of consumers who have used them.
These baby wipes ratings are part of the Parent’s Pick Awards which surveyed 1500 Australian parents and cover a number of categories. The outcomes reported are the results from parents who had purchased baby wipes in the last three months in the survey group, in this case, 1,230 people. Brands had to have received 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
Huggies five star rating for overall customer satisfaction came in front of four star recipients Curash and ALDI Mamia. Coles, Woolworths and Johnson’s each received three stars for this criterion.
Value for money
Ahead of other rated brands for value for money was ALDI Mamia with a five star rating. Next were Coles and Woolworths who achieved four stars each; then Huggies, Curash and Johnson’s with three.
Five stars went to both Huggies and Curash for the scent of their baby wipes; with the two brands outrunning four star recipients ALDI Mamia and Johnson’s. Coles and Woolworths each received three stars for this criterion.
Suitability for sensitive skin
Customers who purchased Curash wipes were most satisfied with their product’s suitability for their baby’s sensitive skin. Following our five star recipient for this criterion was Huggies, ALDI Mamia, Coles and Johnson’s with four stars each; then Woolworths with three.
Strength and thickness (i.e. doesn’t tear)
Not one to buckle under pressure, Huggies wipes received five stars for their thickness and strength. Curash and ALDI Mamia received four stars each for baby wipe strength; followed by Coles, Johnson’s and Woolworths with three.
Ease of opening and dispensing
Curash was number one for ease of opening and dispensing, earning them five stars. Huggies, ALDI Mamia, Johnson’s and Woolworths received four star ratings for this criterion, followed by Coles with three.