ALDI Mamia takes the ‘nappy cake’ in our latest customer satisfaction ratings
In a comparison of three big brands in the baby product space, our survey results show mums and dads who purchased ALDI Mamia disposable nappies are most satisfied with their purchase.
Because of this, they’ve received our award for 2014 – an award they also won in 2011.
ALDI Mamia was compared against both Huggies and BabyLove. Past award winner Huggies excelled in many areas:
- look and style,
- ability to prevent leaks,
- fit, and
- baby comfort.
However, Huggies came just short of ALDI Mamia, who secured five stars for overall satisfaction, value for money, leak prevention, and baby comfort. Our complete results are detailed later in this article.
The modern day Australian nappy
You’d be surprised at just how much thought goes into designing a disposable nappy. In a recent podcast interview with the ABC, Crispin Powis, a Mill Manager for Kimberly-Clark, states that many nappies available in the market today sport breathable outer covers, an absorbent facility that absorbs ‘liquids’ into crystals, advanced flap technology, and more.
Manufacturers even ensure that disposable nappies for different gender infants are best suited for their wearer. Additionally, overseas-designed products are adjusted and refined for Australian conditions.
It’s lucky that nappies are so advanced, because we’re relying on them every day. A significant 5.6 million nappies were used per day in 2009, according to IbisWorld, Australia.
Overall customer satisfaction
With manufacturers producing nappies that are well-suited for all tiny tots, it can be difficult to choose a favourite. Our latest results show that ALDI Mamia customers were most satisfied overall with the nappies they bought for their children. Huggies were next with a four star rating, as was BabyLove.
Value for money
Two thirds of our respondents reportedly feel that disposable nappies are too expensive – an opinion no doubt exacerbated by the sheer number they need to purchase on a regular basis. One website, Ecobums, even states this cost can climb to anywhere between $4,000 and $6,000 across a four year period. With all this in mind, it’s important to find a nappy brand that delivers the best value for the money you pay.
ALDI Mamia achieved five stars for value for money nappies. This brand was just ahead of BabyLove with four stars, and Huggies with three.
Look and style
Huggies nappies achieved five stars for how well its nappy products were styled (e.g. well shaped for any child, easy to remove and affix etc.) ALDI Mamia was next with a four star rating for the look of their nappy products, and BabyLove received three.
Ability to prevent leaks
Interestingly, more than two thirds of mums and dads who responded to this survey said they can handle anything now that they’re used to cleaning dirty nappies. However, that doesn’t mean you should make things harder on yourself!
If you know what we mean by ‘leaks’, then you know exactly how important this particular criterion is. Fortunately, most brands design their products to effectively prevent leaks, with both Huggies and ALDI Mamia finishing with five stars, and BabyLove securing four.
How snug is your bub in their nappy? Mums and Dads who purchased Huggies nappies were most satisfied with how well their purchased nappy fit their child. This brand received five stars, and was followed by both ALDI Mamia and BabyLove with four stars apiece.
Parents are quick to put their child’s comfort first, which means tracking down a nappy brand that can deliver in this regard. Both ALDI Mamia and Huggies achieved five stars for how comfortable their respective nappy products were. BabyLove came close behind with four stars in this area.
How we rated disposable nappies
Canstar Blue commissions Colmar Brunton to regularly survey 2,500 Australian consumers across a range of categories to measure and track customer satisfaction. The outcomes reported are the results from shoppers within the survey group who have purchased and used disposable nappies in the last three months – in this case, 375 mums and dads.
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.