Household hygiene brand Dettol is rolling out an upgraded wipes range across Australia and New Zealand, following consumer research that identified the quality and feel of the wipe as the biggest driver of satisfaction in the category.
The updated range introduces a new wipe substrate designed to deliver a stronger and thicker* wipe for a better cleaning experience, alongside refreshed packaging.
Research conducted during the development phase highlighted a clear opportunity to improve perceptions of quality and performance across the range, with wipe strength, thickness and feel emerging as key factors influencing overall consumer satisfaction.
Consumer testing also showed a significant uplift in product appeal compared to the previous version, with overall liking increasing by 80 basis points, while thickness liking increased by 100 basis points.
Thomas Voillot, Brand & Trade Strategy Manager at Reckitt, said the redevelopment process was heavily informed by consumer feedback and focused on improving the overall user experience.
“Consumers told us the wipe itself was the most important part of the experience, so we focused on delivering a wipe that delivers on both strength and thickness,” Voillot said.
As part of the refresh, Dettol has also updated the packaging design to strengthen brand distinctiveness and improve recognition within the household cleaning aisle.
“We wanted the packaging to work harder at shelf by communicating those improvements more clearly and consistently across the range,” Voillot said.
According to Dettol, the refreshed packaging is expected to deliver a further 300 basis point uplift in consumer reach.
The upgraded wipes range will roll out nationally across grocery and retail channels in Australia and New Zealand from June 2026.
*vs. previous wipes
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