Consumers Prefer Natural Fibres Over Synthetics, Woolmark Survey Reveals

A new Ipsos survey commissioned by Woolmark indicates that more than 80% of consumers in the USA, France, Germany, Italy, and China favor natural fibres over synthetic options when other factors are equal.

The survey revealed that an average of 67% of respondents are willing to pay a premium for clothing primarily made from natural fibres. Merino wool was notably preferred over polyester, with 65% of participants across all markets choosing the natural fibre.

The findings reflect a growing interest in wool, as evidenced by a significant increase in Google searches for Merino wool, which have more than doubled in the past five years. Additionally, 71% of respondents emphasized the importance of independent certification for fibre content and quality.

Woolmark's managing director, Bryan Fry, highlighted the need for transparency in fibre sourcing, stating that consumers are increasingly concerned about the materials used in their garments. The organization has been supporting research and certification efforts for over 60 years to validate wool's quality and performance.

The new Natural Intelligence report from Woolmark focuses on the benefits of Merino wool, including thermal comfort and moisture management, and supports the brand's global campaign, Return to Real, which aims to promote the advantages of natural fibres.