2016 – Multipurpose Cleaner Ratings

Posted by Canstar Blue January 19th 2017

You are viewing the archived 2016 multipurpose cleaner. To view the current multipurpose cleaner follow the link.

No cleaning cabinet would be complete without a supply of multipurpose cleaner. Compare different brands and see which Australians rate highest.

See our Ratings Methodology.

Most Satisfied Customers | Earth Choice & Nifti

We asked almost 2,000 Aussies to rate the last multipurpose cleaner they purchased and we are able to report that Earth Choice and Nifti topped the ratings for overall satisfaction.

Earth Choice and Nifti clean up at multitasking

No home is immune to those daily thrills and spills that leave you running for the nearest cloth and spray. Whether it’s in the kitchen, living room or bathroom, accidents will always happen and it’s good to have a trusty bottle of multipurpose cleaning on standby for those inevitable mild emergencies.

Multipurpose cleaner doesn’t only take care of those everyday messy mix-ups, it’s also great at simply freshening up the place. It’s perfect for benchtops, appliances and other surfaces if they need a quick wipe down. Parents in particular would attest to their convenience in cleaning up after excited children and sticky hands!

But which cleans up best in the eyes of Australian consumers? To find out, we asked almost 2,000 adults who have purchased and used multipurpose cleaner in the last six months. And we are able to report that Earth Choice and Nifti topped the ratings for overall satisfaction.

What’s in multipurpose cleaner?

Multipurpose cleaner may not be packed with some of the same harsh chemicals as other types of cleaners that are tasked with tackling your toilet or oven, for example. But that doesn’t mean you should take them lightly, avoiding contact with your skin and eyes. As a brand focused on environmental friendliness, Earth Choice products are largely made of plat-based ingredients. Meanwhile Colgate-Palmolive lists the following ingredients for the Ajax Ocean Fresh spray n’ wipe cleaner:

  • Water
  • Lactic Acid
  • Sodium Dodecyl Benzene Sulphonate
  • Dipropylene Glycol Butyl Ether
  • Alcohols, C10-12, Ethoxylated
  • Ethanol
  • Sodium Laureth Sulphate
  • Fragrance
  • Sodium Hydroxide

Whatever ingredients are included in the multipurpose cleaner you buy, always remember to read the directions and safety instructions printed on the packaging before use.

Multipurpose cleaning satisfaction

Multipurpose cleaner is different to other cleaning products in that it’s designed for those ad hoc cleaning jobs if and when they occur. As such, we found the drivers of customer satisfaction vary significantly when consumers buy multipurpose cleaner, as opposed to other products like toilet cleaner or floor cleaner, for example.

  • Effectiveness: 34%
  • Value for money: 22%
  • Ease of use: 16%
  • Product design (ease of applying): 13%
  • Scent: 8%
  • Environmental friendliness: 7%

While effectiveness remains the greatest driver of satisfaction, consumers are more conscious of getting good value for money when they buy multipurpose cleaner.

Frequently asked questions

Canstar Blue commissioned Colmar Brunton to survey 3,000 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 a multipurpose cleaning product in the last six months – in this case, 1,931 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. 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.

Earth Choice

Earth Choice is an environmentally friendly brand from Natures Organics – an Australian manufacturer of cleaning, personal hygiene, skincare and hair care products.


Nifti is a household cleaning brand owned by Colgate-Palmolive – a multinational consumer goods company based in the United States which is best known for its range of dental care products.


Ajax is a well-known cleaning brand from Colgate-Palmolive. The company owns several other dishwashing liquid and laundry detergent brands such as Palmolive, Cold Power, Spree, Fab and Dynamo.

ALDI Powerforce

Supermarket chain ALDI has a large range of Powerforce-branded home cleaning products, including glass cleaner, bath and shower cleaner, disinfectant liquid and toilet cleaner.


Dettol is a brand owned by Reckitt Benckiser – a multinational consumer goods company based in the UK. Its other household cleaning products include Cillit bang, Finish and Harpic.


Gumption is a household multipurpose cleanser usually found in its distinctive large tubs. The brand is owned by Clorox – a global producer of various cleaning products.


Jif is a well-known cleaning brand of Unilever – a multinational consumer good company based in the Netherlands. Its other household cleaning products include Persil, OMO and Surf.

Mr Muscle

The brand that ‘loves the jobs you hate’, Mr Muscle is owned by SCJ – a manufacturer of household cleaning products based in the United States. Its other products include Windex, Oust and Duck.

Orange Power

The brand that claims to be ‘The Greener Cleaner’, Orange Power is owned by Aware Environmental – an Australian eco-friendly household cleaning company.

Pine O Clean

Pine O Clean is an Australian manufacturer of household cleaning products owned by Reckitt Benckiser – a multinational consumer goods company based in the UK.

White King

White King is a brand of bathroom, laundry and other household cleaning products owned by Pental – an Australian company which specialises in laundry products. Its other brands include Softly, Huggie and Velvet.


Best known for glass cleaning, Windex is a household cleaning brand from SCJ – a manufacturer of household cleaning products based in the United States. Its other brands include Mr Muscle, Oust and Pledge.

Woolworths Select

Select is the mid-tier private label range from supermarket chain Woolworths. It sells a range of home cleaning products in this range, as well as the cheaper Homebrand label.


Supermarket chain Coles, part of the Wesfarmers Group, sells a wide range of private label home cleaning products that generally cost less than big name brands.