Overview
Woolmark commissioned Ipsos to conduct a cross‑market consumer perception study on natural versus synthetic fibres. The press release dated 22 Oct 2026 from Sydney announces the findings and the launch of Woolmark’s new global brand platform, Return to Real, which emphasizes Merino wool’s “Natural Intelligence”.
Survey Findings
The online interview programme surveyed 300 respondents aged 18‑65 in each of five markets – the United States, France, Germany, Italy and China – with fieldwork carried out on 7‑8 September 2026. Across the five markets, 82 % of consumers indicated a preference for natural fibres over synthetics when price, style and fit are equal. In every market, Merino wool was chosen over polyester, with an average preference rate of 65 %. Additionally, 67 % of respondents said they would be willing to pay a premium for clothing made mainly from natural fibres, and 71 % consider independent certification or verification of fibre content and quality important.
Research Insights
Woolmark’s accompanying “Natural Intelligence” report, based on four‑year research with North Carolina State University, demonstrates that 100 % Merino wool base layers create a more stable next‑to‑skin microclimate during stop‑start activity, underscoring Merino’s thermal comfort, moisture and odour management, durability and next‑to‑skin comfort. Worldwide Google search interest in the term “Merino wool” has more than doubled over the past five years, indicating growing consumer curiosity.
Brand Launch – Return to Real
The findings underpin the launch of Return to Real, Woolmark’s new global brand platform celebrating Merino wool’s performance refined by nature. The campaign will roll out internationally through out‑of‑home, digital media and creator partnerships, featuring messages such as “Not all intelligence is artificial” and “The original wearable tech”.
Executive Comments
Bryan Fry, Managing Director of Woolmark, stated: “Consumers want to know what a garment is made from, what that means in everyday use and whether the claims can be trusted. That puts fibre, and the evidence behind it, back at the centre of the conversation.” He added, “Technology moves quickly, but innovation does not always mean starting from scratch. Sometimes it means looking again at what nature has already worked out.”
Methodology & Source
The data originates from the Ipsos AWI Natural Fibre Perception Report. The study employed online interviews with 300 respondents per market, aged 18‑65, conducted on 7‑8 September 2026. The press release is distributed via PRNewswire under an arrangement with the agency; PTI assumes no editorial responsibility.