2013- Laundry Liquids Ratings

Posted by Canstar Blue June 6th 2013

You are viewing the archived 2013 ratings for laundry liquids. Go to the current laundry liquid ratings.

See Our Ratings Methodology.

Smells like clean spirit: 1 in 3 purchase laundry detergent based on smell

Most Satisfied Customers - Laundry Liquids, 2013One in three laundry liquid customers who responded to our recent survey say the smell of detergent products makes or breaks their purchasing decision (32%). This was the deciding factor for around 40% of Generation X and Y respondents, while only a quarter of Baby Boomers made their decision the same way.

The decision on which detergent to buy may also be influenced by how long respondents have been out of home – as 44% of Generation Y’s are buying whatever mum uses. Comparatively, only fifteen percent of Generation X still uses mum’s choice of laundry detergent.

Earth Choice and ALDI brands shine in laundry liquid customer satisfaction ratings

Our survey also looked at customer satisfaction with laundry liquids and laundry powder. Our two winning laundry liquid brands were unable to be separated in our ratings: both Earth Choice and ALDI brands were awarded our Most Satisfied Customers Award – Laundry Liquids for 2013. They were rated alongside Omo, Dynamo, Radiant and Cold Power.

In other top results, five star ratings were awarded to:

    • Earth Choice for overall satisfaction, number of washes, environmental friendliness, smell, and the feel of clothes after washing.
    • ALDI brands for overall customer satisfaction, value for money, quality of clean, number of washes, and feel of clothes after washing.
    • Omo for the quality of clean.
    • Dynamo for the quality of clean and number of washes.
    • Radiant for the smell of the laundry liquid.

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 customers within the survey group who have purchased and used laundry liquid detergent in the last three months – in this case, 755 people.

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.

Overall customer satisfaction

Both Earth Choice and ALDI brands received top honours in this category, achieving five stars for overall customer satisfaction. All other rated brands – OMO, Dynamo, Radiant and Cold Power – received four stars.

Value for money

ALDI brands received five stars for the value for money of its laundry liquid products, ahead of four star recipient Earth Choice. Omo, Dynamo, Radiant and Cold Power each received three stars for value.

Quality of clean

Achieving five stars for the quality of clean from their liquid detergent were ALDI brands, Omo and Dynamo; followed by four star recipients Radiant, Earth Choice and Cold Power.

Number of washes

Getting more washes from the one bottle of laundry liquid means more cost savings in the long term, fewer trips to the shops, and less grief in general. Excelling in this regard were Earth Choice, ALDI brands and Dynamo; all of whom received five star ratings. Following were Cold Power, Omo and Radiant with four.

Environmental friendliness

For the third year in a row, Earth Choice received five stars for the environmental friendliness of its laundry liquid detergent. All other rated brands – ALDI brands, Omo, Dynamo, Cold Power and Radiant – received three star ratings in this area.


Nice smelling clothes can have a positive effect on how you feel when wearing them…and it’s a treat for others too! Earth Choice and Radiant both received five star ratings for the smell of clothes after being washed; followed by four star rated brands ALDI brands, Omo, Dynamo, and Cold Power.

Feel of clothes after wash

Customers of both Earth Choice and ALDI brand laundry liquids were most satisfied with the feel of their clothes after washing. The five star-winning brands were followed by four star recipients Omo, Dynamo, Radiant and Cold Power.