Wallet wins over environment
Media release
9 August 2012
Wallet wins over environment
Kiwi parents opt for convenience and
price in choosing disposable nappies
The
wallet has beaten the environment when it comes to the
choice of nappies for Kiwi babies, according to latest
customer satisfaction research out today.
Canstar Blue’s independent survey found 62% of respondents rated convenience and price over environmental friendliness when choosing disposable nappies, but mothers feel remorse about their decision.
Derek Bonnar, Canstar New Zealand National Manager, says 43% of women feel guilty about using disposable nappies, with Aucklanders leading the country.
“Despite guilt over environmental impacts of disposable nappies, ultimately money and time are what many Kiwi parents are short of, and that choice is reflected in the survey results. It’s also evidenced by house brands more than holding their own over bigger names.”
The survey found that Woolworths Homebrand nappies rate number one, taking five stars for overall satisfaction among consumers who have used or purchased disposable nappies in the past six months.
Edging out big brands Huggies and Treasures as category winner, Homebrand also picked up five stars for comfort and value for money. Huggies received five star ratings for comfort and leak prevention.
“Nappies can become a big chunk of the household budget for new parents. There are clearly multiple considerations in choosing a nappy brand.
“Along with opting for house brands, 57% of Kiwi Mums and Dads are only buying nappies on special, with some also bulk purchasing online,” says Derek Bonnar.
It’s a similar story across the Tasman when it comes to environmental considerations. Canstar Blue’s survey there showed 72% of Australian parents rate convenience and price as more important than environmental friendliness when choosing disposable nappies.
The surveys were
undertaken in conjunction with professional market
researchers, Colmar Brunton Australia, who Canstar Blue
regularly commissions to survey Australian and New Zealand
consumers across a range of categories to measure and track
customer satisfaction.
Survey respondents
rated disposable nappies across five categories:
1.
Overall satisfaction
2. Value for money
3.
Prevent leaks
4. Look and style
5.
Comfort
New Zealand results:
Full
results of the Canstar Blue survey are available at www.canstarblue.co.nz.
About the survey:
The Canstar Blue
Disposable Nappies Satisfaction Survey results were drawn
from 2,500 New Zealand consumers with 488 having purchased
or used disposable baby nappies in the past six months.
Brands must receive at least 30 responses to be
included.
ENDS