Baby Wipes – 2013 Ratings

Posted by Canstar Blue September 4th 2013

You are viewing the archived 2013 ratings for baby wipes. Go to the current baby wipes ratings.

See Our Ratings Methodology.

One in three hand over cash for unnecessary baby care products

Parent's Pick Award: Baby Wipes (2013)It’s easy to lose sight of the budget after having a child, but our recent survey of parents has shown just how simple it can be to overspend on these little bundles of joy.

Just over half our respondents reported they spent up to $200 on unnecessary purchases for their baby or toddler while a further 12% admitted they had overspent by more than $500 on baby purchases they later found redundant. This number increased to 18% when parents on an income of $120,000 or more were asked the same question.

Nappy wrapping machines and breast feeding aprons stood out as items many parents felt were unnecessary for newborns (75% and 63% respectively), while items such as nappy bags (23%), baby sleeping bags (27%) and hooded towels (33%) sit at the other end of the spectrum.

Dymples secure baby wipe victory in this year’s Parent’s Pick Awards

There are undoubtedly some baby care products you can manage without. Others, such as baby wipes, you’ll want close at hand when dealing with calamities with diaper bags and dirty nappies.

This year, Dymples has achieved our Most Satisfied Customers Award for Baby Wipes in our Parent’s Pick Awards. Also rated in this survey were ALDI Mamia, Curash, Huggies, JOHNSON’S baby, Coles and Woolworths brands.

Looking at our results:

  • Dymples achieved five stars for overall satisfaction, value for money and scent,
  • ALDI Mamia received five stars for the strength and thickness of its wipes,
  • Curash was awarded five stars for both scent and ease of opening and dispensing, and
  • Huggies received five stars in three areas: available pack sizes, scent and its suitability for sensitive skin.

These baby wipe ratings are part of our Parent’s Pick Awards, where we commission Colmar Brunton to survey 1,300 Australian parents aged 18-40 years old with at least one child aged three years and younger to measure and track customer satisfaction over a number of categories. The outcomes reported are the results from parents in the survey group who have purchased and used baby wipes in the last three months, in this case, 1,202 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

Customers of Dymples were most satisfied with the baby wipe product they purchased. The award-winning brand achieved five stars for overall satisfaction, ALDI Mamia, Curash, Huggies, JOHNSON’S baby and Coles brands received four, and Woolworths brands three.

Value for money

Getting a better price per wipe can be important for parents going through countless diapers every week. Dymples achieved the top rating for value for money in this category, followed by four star recipients ALDI Mamia, Coles and Woolworths brands. Curash, Huggies and JOHNSON’S baby all received three stars for value for money.

Different pack sizes available

If you need to stock up on baby wipes for every occasion, you’ll need a brand with a variety of pack size options. Customers of Huggies were most satisfied with the different sizes of baby wipe packs available. After our five star recipient came Curash and JOHNSON’S baby with four stars each, then three star recipients Dymples, ALDI Mamia, Coles and Woolworths brands.


Wipes take care of some smelly business, so choose a brand with a scent everyone will enjoy. Three brands achieved five stars for the scent of their baby wipes: Dymples, Curash and Huggies. ALDI Mamia and JOHNSON’S baby both followed with four star ratings, and Coles and Woolworths brands came next with three.

Suitability for sensitive skin

Customers of Huggies were most satisfied their baby wipes were suitable for babies with sensitive skin, and the brand picked up five stars in this area. Next were four star recipients Dymples, ALDI Mamia, Curash and JOHNSON’S baby; then three star recipients Coles and Woolworths brands.

Strength and thickness

ALDI Mamia secured the five star rating for baby wipe strength and thickness. Curash achieved four stars in this area, Huggies and Woolworths brands followed with three, and Dymples, JOHNSON’S baby and Coles brands finished with two.

Ease of opening and dispensing

Easy-to-access baby wipes can come in handy when you have your hands full. With five stars in the area, Curash customers were the most satisfied with the ease of opening and dispensing their baby wipes. Next were four star recipients Dymples, ALDI Mamia, Huggies and JOHNSON’S baby, and then three star achievers Coles and Woolworths brands.