Compare laundry liquids in New Zealand at Canstar Blue. Persil, Ecostore, Earthwise, Surf and Fab were compared on Overall Satisfaction, Ease of Use, Effectiveness, Packaging, Scent and Value for Money.
See our Ratings Methodology.
Persil is rated the No.1 laundry liquid for satisfaction by Kiwi consumers.
Our review compares laundry liquids on customer satisfaction, so you can discover what other Kiwis think about our compared laundry brands before you go ahead and make a purchase. Think of it like asking hundreds of your closest friends, family members and colleagues which laundry liquid brands they think are best!
Canstar Blue surveyed 610 Kiwis who had purchased and used a laundry liquid in the past three months and asked for their feedback on the brand they bought.
Respondents rate their satisfaction with their laundry liquid brands from zero to ten, where zero is extremely dissatisfied and ten is extremely satisfied. Brand satisfaction was rated by respondents on the following criteria:
The winning brand is the one that receives the highest Overall Satisfaction rating once all the scores from the Overall Satisfaction criteria are combined and averaged.
Brands must have received at least 30 responses to be included, so not all brands available in the market have been compared in this survey. The brands rated in this survey are listed below in order of best overall satisfaction.
Find more information on our Most Satisfied Customer methodology.
Persil is a global laundry brand and is the clear winner of our Laundry Liquid Award earning an almost impeccable set of top ratings from Kiwi consumers. Persil is the only brand to achieve a top 5-Star rating for Overall Satisfaction, and it’s a score it replicates across all our other ratings categories except for Ease of Use, for which it earns 4 Stars.
Available in 1L ($12-$16 approx), 2L ($22-$25 approx) and 4L bottles ($30-$34 approx), there are six liquids to choose from:
All safe for greywater and septic tanks.
Like the majority of brands in this year’s award ratings, Ecostore earns a great 4-Star rating for Overall Satisfaction. And it’s a rating it achieves across all our award categories, except for Scent, for which it gets a top 5-Star rating.
Ecostore is a homegrown success story. Founded in Aotearoa in 1993, it retails a wide range of home and personal cleaning products that are ecofriendly and cruelty free. There are seven types of laundry liquid to choose from. Sizes and prices vary from 500m ($6.99) up to 5L ($38.49).
All safe for greywater and septic tanks and feature no optical brighteners, phosphates or synthetic fragrances.
EarthwiseWhile Earthwise scores 4-Stars for Overall Satisfaction, placing it third on our award table, it achieves three great 5-Star ratings, for Ease of Use, Scent and Value for Money. Notably, apart from our winning brand, it’s the only laundry liquid to earn multiple 5-Star ratings from its customers.
Earthwise’s laundry liquids are an ecofriendly choice. They promise to be tough on stains but gentle on the environment. Shunning harsh chemicals for natural cleansers, Earthwise’s laundry liquids are made in NZ and are grey water and septic tank safe. Sizes and prices vary from 1L ($9.50 approx) up to 4L ($27 approx) and there are five different liquids to choose from:
Placing fourth on this year’s laundry liquid award rankings, Surf earns a great set of 4-Star ratings across all categories except for one: Value for Money, for which it earns a top 5-Star rating.
Surf is an international brand that is available in supermarkets across the country. Available in bottles from 1L ($8.99 approx) to 4L ($23.99 approx), there are five Surf laundry liquids to choose from:
FabFab is a mid-priced Australian brand that achieves a consistent set of 3-Star ratings across all categories. However, this is by no means a measure of dissatisfaction. Rather it shows Fab customers are happy with the performance of their laundry brand.
Available in bottles from 900ml ($8 approx) to 2L ($13.99 approx), Fab laundry liquid comes in four fragrances: frangipani, intense fresh, indulgence gold, indulgence velvet. Fab claims your laundry will continue to smell fresh for up to 30 days thanks to its long-lasting scents.
Not all laundry liquid brands in the market qualify for our ratings (based on minimum survey sample size), but that doesn’t mean they’re not worth considering. Here are two other brands to check out before making your final decision.
Clean is the own-brand laundry liquid available at Woolworths supermarkets. There are two liquids to choose from:
Shotz is the Warehouse’s own brand laundry liquid. It’s available exclusively at the big, red barns and also Warehouse stationary. Promising great results in cold water, Shotz powder is available in one size only, a 2.7kg bottle for $12 that delivers up to 50 washes.
Across all our laundry detergent research, fragrance is an important consideration for consumers. Close to half of liquid detergent buyers say fragrance influences their choice. But that also includes those who prefer no strong scents, for close to a third of those in our research (31%) opt for no strong fragrances and purchase sensitive laundry liquids.
This focus on scent is reflected in the key drivers of satisfaction for laundry liquid buyers, Scent ranks as the biggest focus (25%), beating both Ease of Use (24%) and Value for Money (23%).
Here’s the full rundown of what the consumers in our survey rate as the most important factors when it comes to their Overall Satisfaction with their laundry liquids:
This report was written by Canstar’s Editor, Bruce Pitchers. Bruce has three decades’ experience as a journalist and has worked for major media companies in the UK and Australasia, including ACP, Bauer Media Group, Fairfax, Pacific Magazines, News Corp and TVNZ. Prior to Canstar, he worked as a freelancer, including for The Australian Financial Review, the NZ Financial Markets Authority, and for real estate companies on both sides of the Tasman.
Fragrance influences choice of laundry liquid: 44%
Buy sensitive laundry liquid: 31%
Buy ecofriendly laundry powder: 29%
Buy bulk laundry liquid: 27%
Buy the cheapest liquid: 24%
Canstar Blue surveyed 2550 New Zealand consumers across a range of categories to measure and track customer satisfaction, via ISO 26362 accredited research panels managed by Qualtrics. The outcomes reported are the results. In this case, 610 New Zealanders. 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 by mean overall satisfaction. A rated brand may receive a ‘N/A’ (Not Applicable) rating if it does not receive the minimum number of responses for that criterion.
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