Which brand is best for those messy moments? Compare baby wipes with our customer satisfaction reviews and ratings.
* Overall satisfaction is an individual rating and not a combined total of all ratings. Brands with equal overall satisfaction ratings are listed in alphabetical order.
Canstar Blue research finalised in June 2016, published in September 2016.
See our Ratings Methodology.
Becoming a parent might mean you spend less time with your friends, but that’s OK because a good packet of baby wipes is the best mate of any mum or dad. Having a baby means you’ll be getting your hands dirty on an almost hourly basis, leaving you reaching for your baby wipes to help save the day. If you really wanted to plan ahead, you’d strategically place several packets around your home so they’re almost close at hand.
That being said, not all baby wipes have your back as well as they should. Some can dry out too quickly, while others simply tear themselves apart at the mere sight of a messy bum. Some can be difficult just to open in the first place! That’s why Canstar Blue produces an annual review of baby wipes to see which brands are holding it together for Aussie parents when they’re needed most.
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To produce these ratings for baby wipes, we surveyed more than 1,000 mums and dads across Australia, inviting their feedback on the baby wipes they most recently bought and used. Seven leading brands have featured in the results, including the private label offerings from the major supermarkets. But only Huggies achieved a five-star review from parents for overall baby wipe satisfaction. It also recorded top scores in most other areas.
The survey found that 40% of parents tend to buy whichever baby wipes are the cheapest when they go shopping, while 62% always buy the same brand. So what matters most to parents? We identified the following drivers of customer satisfaction in order of priority for parents:
Let’s have a closer look at each factor and see which brands performed well.
The effectiveness of baby wipes is largely determined by how moist they are and therefore how well they fulfil the task of cleaning up mess. Baby wipes that dry out too quickly are usually less effective. Just try cleaning your baby’s bottom with a baby wipe that’s been left hanging out of the packing for a few hours – once they’re out, they can dry up quickly. Only Huggies has been deemed to offer five-star moisture and effectiveness for its baby wipes, with ALDI Mamia, Coles Comfy Bots, Curash, Johnson’s and Woolworths brands all rating four stars. Dymples was given three stars.
Baby wipes may be a relatively low-cost item, but it’s still important to feel like you’re getting value for money, especially when you buy them so often! ALDI Mamia and Woolworths were the only brands to achieve five-star review on value for money, followed by Coles Comfy Bots on four stars. The rest rated three stars.
Baby wipes can quickly and conveniently save the day when things get a bit messy – provided, of course, that you’re able to quickly and conveniently remove them from the packet! If your packet is already open, your only challenge is peeling a wipe away from the rest of those in the pack. Believe us when we tell you that this is not always as easy as it sounds. However, things can be more difficult than that if you’re packet is new and needs to be open. Given that having a baby often means you’ll only have one hand spare, you’ll really need a packet of baby wipes that comes open easily. Again, this is not always the case. Huggies was the standout brand in the ease of opening and dispensing department, rating five stars, ahead of ALDI Mamia, Coles Comfy Bots, Johnson’s, Woolworths and Curash with four stars. Dymples rated three stars.
While the moisture of a baby wipe is hugely important to its effectiveness, so too is its strength and thickness. Any parent who has ever experienced a torn baby wipe on the front line of mess will attest to this! Fortunately most brands are getting it right, our ratings show. Huggies stands alone with a five-star review for strength and thickness, while ALDI Mamia, Coles Comfy Bots, Johnson’s, Woolworths and Curash all received four stars. Dymples rated three stars.
The scent of baby wipes may not appear a crucial element in terms of their ability to clean up after your baby, but it could still be an indicator as dry wipes tend not to have much of a smell about them. It also seems reasonable to expect a pleasant scent around the place when your wipes are probably encountering some pretty ordinary smells, if you catch our drift! Huggies once again scored five stars in this area, followed by ALDI Mamia, Curash and Woolworths on four stars.
Canstar Blue commissioned Colmar Brunton to survey 1,300 Australian parents 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 baby wipes in the last three months – in this case, 1,062 parents.
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 alphabetically. 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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