Canstar Blue research finalised in May 2015, published in July 2015.
Snugglers’ fit and finish sees them win our Most Satisfied Customers award
Disposable nappies are a lifesaver for parents the world over, providing a quick and easy way to ensure your baby doesn’t make a mess. Whilst reusable cloth nappies are cheaper in the long run, the idea of washing a reusable nappy is a pretty gross one for many Australian parents; only a third of the parents we talked to had used a modern cloth nappy, and 27% responded that they’d tried using them but eventually given up.
It’s the convenience and effectiveness of disposable nappies that make them the product of choice for most Aussies, and there’s a wide variety of brands to choose from; so when you’re rushing into the supermarket on the way home to stock up on nappies for the week, how do you know which product is the best?
Having surveyed over a thousand Aussie parents on what they thought of today’s baby products, we’ve rated disposable nappies based on their levels of brand satisfaction. Our criteria included value, leakage prevention, comfort and several others, but in terms of overall satisfaction, it was Snugglers which was the most popular brand overall. The winners scored five stars overall, beating four-star achievers Huggies, ALDI Mamia, BabyLove and Coles Comfy Bots, as well as three-star-rated Woolworths Homebrand. Snugglers also managed to hit the top score in two important criteria, a feat they shared with several other competitors.
Value for money
Nappies are a pretty significant expense in the long run once you factor in buying them almost every week, so only a slight difference in value between brands can add up to a big difference after a year or two. Perhaps unsurprisingly, it was supermarket brand ALDI Mamia which topped the value ratings with five stars. Overall winner Snugglers shared a four-star rating with Coles Comfy Bots and Woolworths Homebrand, with bigger brands Huggies and BabyLove finishing on three stars.
Look and style
Nappies may not be the most stylish objects on the planet, but good, practical design is still a consideration when your baby will be wearing them out and about. Popular brand Huggies achieved five stars for the look and style of their nappies, whilst Coles, ALDI, Snugglers and BabyLove finished with four.
Ability to prevent leaks
The core competency of a nappy brand is a product that keeps mess contained and doesn’t leak. By far our highest driver of overall satisfaction, preventing leaks is a nappy’s biggest measure of effectiveness. In this all-important criterion, Snugglers was the brand which achieved the highest satisfaction rating with five stars. The field showed some impressive consistency with four of the other brands achieved a solid four stars and the remaining competitor Woolworths achieving three. However, if it’s an airtight nappy you’re after, you can’t go past Snugglers.
Closely tied to leakage prevention is how well-fitted the nappy is to your child’s body; a good fit also enables you to dress your baby and carry them around with minimal hassle. There were two brands which Australian customers found most satisfying when it came to fit – five stars were awarded to Snugglers and Huggies, beating the likes of Coles Comfy Bots, ALDI Mamia and BabyLove which all had one star less.
Just like when you’re buying yourself clothes, you want to buy nappies that keep your baby happy and irritation-free throughout the day. As every exhausted mum or dad knows, the less crying that happens, the better! Our rated brands stepped up again in the comfort stakes to achieve consistently strong ratings – Huggies took the five star honours, whilst Coles, Snugglers, ALDI and BabyLove finished on four, followed by Woolworths on three.
Longevity (i.e. how much they hold, how often you have to change them)
A long-lasting, high-capacity nappy saves you both time and frustration on a daily basis – it’s definitely worth getting a brand that needs changing less frequently. In 2015 that brand was Huggies, with their five stars putting them one ahead of Snugglers and Coles Comfy Bots, as well as two ahead of ALDI Mamia, BabyLove and Woolworths Homebrand.
How we rated baby nappies
Canstar Blue commissions Colmar Brunton to survey 1,300 Australian 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 or used disposable nappies within the past 6 months – in this case, 999 Australians.
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.