Consumers are voting with their wallets and opting for eco-friendly laundry products, consumer research shows.
The latest Canstar Blue independent consumer survey of 2500 Australian consumers, released on Thursday, revealed that Aldi, which recently committed to banning phosphate detergents, has the most satisfied laundry powder customers.
"Consumers are undoubtedly becoming more aware of their eco-footprint and consumers are starting to vote with their wallets by choosing products that are kinder on the environment," said Canstar Cannex head of research Steve Mickenbecker.
Mr Mickenbecker said brands are responding to the demand, with Aldi banning phosphate detergents across their entire range by the end of 2013.
Coles and Woolworths, the two major supermarket chains, quickly followed Aldi's lead.
Phosphates are used in many laundry products because they soften hard water and break down dirt, but once released in the water they have a harmful effect on lakes and rivers.
The research also showed that Australian consumers are going one step further, with one in four people using leftover water from their washing machine in the garden.