Rising Consumer Preference for Natural Fibres: Woolmark's New Initiative

In a shift in consumer trends, new research by Ipsos for Woolmark reveals a strong preference for natural fibres across key global markets. Conducted in the US, France, Germany, Italy, and China, the study found that 82% of consumers favor natural fibres like Merino wool over synthetics when costs and styles are comparable.

Merino wool emerged as a preferred choice over polyester, with a significant 65% consumer preference across the surveyed regions. Furthermore, 67% indicated a willingness to pay extra for garments made primarily of natural fibres.

Woolmark's initiative, Return to Real, aligns with these findings, aiming to highlight the inherent qualities and sustainable benefits of Merino wool. Supported by extensive research, including collaborations with North Carolina State University, the campaign emphasizes the fibre's comfort and performance.