Ninja, a relatively recent entrant to the Australian market place, has come out on top when it comes to customer satisfaction in the blender category, Canstar Blue has found.Ninja, which produces a range of Nutri Ninja blenders featuring “nutrient and vitamin extraction”, has claimed Canstar Blue’s Most Satisfied Customers Award for 2015.
In doing so, Ninja beat eight other big name brands to take the title, finishing ahead of Kenwood, NutriBullet, Philips, Sunbeam, Breville, Homemaker, Kambrook and Russell Hobbs.
As noted by Canstar, the Nutri Ninja range was only launched in Australia in November 2014, with the brand having immediately taken NutriBullet’s crown from last year.
The Canstar ratings, based on a survey of 1,000 Australian consumers who had bought a blender in the last two years, saw Ninja receive five-star ratings for performance, consistency, ease of use, ease of cleaning, warranty and other functions, as well as overall customer satisfaction.
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The survey found that one in three Australian adults have purchased a new blender in the last two years, spending an average of $151, however 45 per cent of consumers stated they don’t use their blender as much as they first thought they would.
“Amid all the talk of nutrient and vitamin extraction, consumers are being drawn to blenders by the prospect of daily smoothies and healthier lifestyles,” Megan Doyle, head of Canstar Blue, commented. “For many people, their blender is the inspiration they needed to improve their diet with more fruits and vegetables. But for others, their blender is gathering dust in a kitchen cupboard.
“Of the 1,014 adults we surveyed, 27 per cent were convinced to buy their blender after seeing an infomercial, while 26 per cent admitted it was an impulse purchase. However, many consumers are getting the most out of their blenders, and those who own a Ninja are the most satisfied with their purchase.”
The survey found performance to be the greatest driver of overall customer satisfaction (31 per cent), followed by ease of use (19 per cent), value for money (15 per cent), other functions, such as ice crushing (13 per cent), consistency (8 per cent), warranty and service (8 per cent) and ease of cleaning (6 per cent).
“Ninja and NutriBullet have changed the way people think about blenders, making them the latest must-have, trendy kitchen appliances,” Doyle commented. “Now consumers are demanding more and more power and innovation, leaving the manufacturers competing over watts and revs.
“Some traditional kitchen appliance brands like Philips and Breville are reacting to this change in kitchen culture and are now producing some extremely powerful blenders.
“But blenders also need to deliver consistent results, be easy to operate and clean, and come at a reasonable price. If they don’t deliver the convenience they promise, people will simply give up, and those dreams of daily smoothies and healthier lifestyles will disappear into the kitchen cupboard with their blender.”
