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

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