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Fairy cleans up competition

Screen Shot 2015-04-23 at 2.47.18 PMFor the third year in a row, Fairy has outshone the competition to win Canstar Blue’s Most Satisfied Customers Award for dishwasher detergents.

The Procter and Gamble-owned brand beat several other household names, including Finish and Morning Fresh, to pick up the award for overall customer satisfaction.

It was also the only one to achieve top marks for effectiveness, while Aldi’s home brand detergent was the sole recipient of a five star rating for value.

“Consumers are happy to pay for quality and they believe they’re getting that from Fairy,” Megan Doyle, GM of Canstar Blue, said.

“Above all else, people want a dishwasher detergent that produces only the cleanest, freshest results – and if they can get that at a reasonable price, then even better.

“Almost three quarters of adults prefer using their dishwasher to cleaning dishes by hand, and there is no shortage of quality brands in this space. So to finish on top of the tree for three years in a row is a fantastic achievement and a clear indicator that Aussies have taken Fairy under their wings.”

Canstar Blue surveyed more than 1700 adults who have bought and used dishwasher liquid, tablets, powder, or gel in the last six months, with respondents asked to rate their brand of choice across a range of categories.

The survey found that 54 per cent of adults are loyal to the same brand of dishwasher detergent, but 23 per cent tend to buy the cheapest available.

Effectiveness (47 per cent) was found to be the greatest driver of customer satisfaction, ahead of value for money (21 per cent), smell (13 per cent), packaging (12 per cent), and ease of use (seven per cent).

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