Woolmark survey: 82% of consumers prefer natural fibers when the price and style are the same, and awareness of Merino wool has increased

According to the latest research commissioned by Woolmark and conducted by Ipsos in the United States, France, Germany, Italy, and China, over 80% of consumers prefer natural fibers over synthetic fibers when the price, style, and fit are the same. The average data from five markets shows that 82% of consumers prefer natural fibers, and 67% of respondents are willing to pay higher prices for clothing primarily composed of natural fibers. In every market surveyed, Merino wool is more favored than polyester fiber, with an average of 65% of respondents choosing this natural fiber. At the same time, Google search interest in Merino wool worldwide has more than doubled in the past five years, reflecting a sustained increase in consumer attention to wool fibers.

Transparency and certification requirements

The study also emphasized the importance of transparency and verification: 71% of respondents believe that independent certification of fiber content and quality is important.

. Woolmark Managing Director Bryan Fry said, “Consumers want to know what a garment is made of, what it means in daily use, and whether the claims are credible. This brings fibers and the evidence behind them back to the center of discussion.” Woolmark introduced that it has been supporting research, testing, education, and certification work for over 60 years, providing evidence for the quality and performance of wool. The newly released Natural Intelligence report examines the thermal comfort, moisture and odor management, durability, and snug comfort of Merino wool. The report includes the results of a four-year study conducted with North Carolina State University, demonstrating how a 100% Merino wool basal layer helps maintain a more stable intimate microclimate during intermittent activity.

Significance for the fiber and fabric industry

This set of survey data has direct reference value for product development and market communication in the fiber and fabric industry.

. Consumers’ preference for natural fibers and their emphasis on independent certification mean that fiber processing and spinning processes need to present material sources and performance evidence more systematically. For natural fibers such as wool, how to maintain their natural advantages and make their properties verifiable throughout the entire process from spinning, weaving to finishing is becoming an important direction for brand differentiation. It is worth noting that consumers’ attention to performance indicators such as thermal comfort, moisture management, durability, and intimate comfort is closely related to the stability issues that fibers face during processing and use. During the spinning and fiber processing stages, the application of antioxidants helps to reduce the impact of thermal oxidative degradation on fiber properties; In long-term use of fabrics and outdoor exposure scenarios, weather resistant stability systems are related to the ability of fibers to maintain color, strength, and comfort. Although this survey did not directly involve polymer additives, the consumption trend it revealed – the emphasis on evidence and certification of natural fiber properties – provides a market level reference for fiber processing companies to optimize their antioxidant and weather stability solutions. Woolmark’s new global brand campaign “Return to Real” is also based on the aforementioned research, aiming to strengthen the performance advantages of Merino wool through scientific evidence. The event continues its 1960s message of ‘real and irreplaceable’ and introduces new slogans such as’ not all intelligence is artificial ‘and’ primitive wearable technology ‘. Fry said, “Technology is developing rapidly, but innovation doesn’t always mean starting from scratch. Sometimes it means re examining problems that nature has already solved.”

Source: Innovation in Textiles report, Woolmark commissioned Ipsos research, covering markets in the United States, France, Germany, Italy, and China.

Information source:Consumers favour natural fibres in new Woolmark survey， Organized by Herun Chemical.