Consumer preference shifts toward natural fibres, new Woolmark research shows

As consumers become more selective about their wardrobes, new research from Market research company Ipsos, commissioned by Australian fibre organization Woolmark, reveals a growing global preference for natural fibres. The study was conducted across the US, France, Germany, Italy and China.

On average across the five surveyed markets, 82 percent of consumers prefer natural fibres over synthetics when price, style and fit are equal. Merino wool was preferred to polyester in every market, with 65 percent of respondents favouring Merino wool on average across the five regions.

Consumers prefer natural fibres

The findings point to a broader shift within the fashion industry. Search interest for ‘Merino wool’ on search engine Google has more than doubled over the past five years worldwide. Furthermore, 67 percent of consumers across the five markets stated they would pay more for clothing made primarily from natural fibres.

“Consumers want to know what a garment is made from, what that means in everyday use and whether the claims can be trusted,” said Woolmark managing director Bryan Fry. “That puts fibre, and the evidence behind it, back at the centre of the conversation.”

Verification and performance drive purchasing decisions

Independent verification plays a crucial role in consumer trust. On average across the five markets, 71 percent of respondents consider independent certification or verification of fibre content and quality important. For more than 60 years, Woolmark has provided research, testing, education and certification to verify wool performance and quality standards.

The findings coincide with the release of Woolmark’s new report, Natural Intelligence, which examines the thermal comfort, moisture management, odour control, durability and next-to-skin comfort of Merino wool. The report includes four-year research conducted with US-based North Carolina State University, demonstrating how 100 percent Merino wool base layers maintain a more stable next-to-skin microclimate during stop-start physical activity.

These research insights form the foundation of Return to Real, a new global brand platform from Woolmark designed to celebrate the performance properties of Merino wool. Launching internationally across out-of-home channels, digital media and creator partnerships, the campaign updates Woolmark’s 1960s messaging with slogans such as ‘Not all intelligence is artificial’ and ‘The original wearable tech’.

“Technology moves quickly, but innovation does not always mean starting from scratch,” Fry added. “Sometimes it means looking again at what nature has already worked out.”