Consumer research company, Canstar Blue, has named Aldi’s Anco brand as the product accruing the most customer satisfaction in the fabric softener category.
Listed as part of the company’s top 10 list of brands spanning retail, telecommunications, appliances and FMCG, Aldi’s fabric softener beat out its competition across a range of divisions including value for money, softness, smell, packaging, and variety.
Coles’ private label came in second, followed by Comfort, Cuddly, and Earth Choice.
The other FMCG brands in Canstar’s top 10 list, which was based on a survey of 27,000 Australian consumers, included Aussie brand Obela, which trumped its competition in the dip category, and Dick Smith, which reigned supreme in the jam/fruit spread group.
According to head of Canstar Blue, Megan Doyle, the success of these FMCG products is significant considering the competition and pressure generated by the supermarket price war.
“Many of these brands compete in hugely competitive markets, particularly those in the FMCG space that are facing huge pressure in the supermarket price war. But consumers are only interested in getting the best bang for their buck , and these brands are the highest rated of the year,” Doyle said.
“At a time when retailers are competing to offer the lowest prices, these results show that getting the best value for money doesn’t always mean buying what’s cheapest.
“The likes of Dick Smith jam and Obela dip are also some of the more expensive products in their categories, but consumers are happy to pay for that extra quality”, she continued.
Doyle also alluded to the winning formula needed for these products to sustain longevity and success in the sometimes volatile market.
“The big challenge facing retailers, service providers and manufacturers is striking a winning balance between product quality and price. The importance of good customer service also shouldn’t be underestimated.”