American consumers warm to wool
A Campaign for Wool NZ study has come up with some positive news for Kiwi strong-wool producers.
Americans are falling in love with Kiwi wool, with at least three in four purchasers stating they would buy woollen products again, says Campaign for Wool NZ.
Initiated in 2010 by King Charles III when he was the Prince of Wales, the Campaign for Wool is a global endeavour aiming to raise awareness about the fibre’s natural, renewable and biodegradable benefits.
The charity said its goal was to also add value through the supply chain and to the farmgate.
Campaign for Wool NZ said the results of its research were particularly positive for consumers choosing woollen insulation, with 88 per cent of those who installed insulation in their homes anticipating a repeat purchase should they need it again.
The research showed wool bedding, soft furnishings and flooring had also won the hearts of the US market.
“This is excellent news for our strong wool growers, woollen product manufacturers and their USbased retail partners,” Campaign for Wool NZ chairman Ryan Cosgrove said. “The research tells us that New Zealand strong wool is having a real impact on discerning Americans – that its durability, natural beauty and sustainability credentials are really starting to stack up for buyers in this key market.”
Researchers surveyed over 1000 consumers sitting within the top 60 per cent on the US household affluence index during October 2023.
“We dug into the various ways wool is used in the US, how it’s perceived, how and when it is purchased, what drives that purchase and any barriers to buying wool over other products on the market,” Cosgrove explained.
The research highlights an improvement in the perception of wool performance since the research was last conducted in 2021.
The findings will be shared with Campaign for Wool NZ’s partners, operating across several sectors, such as growing, handling, trading, manufacturing and retailing wool.
Cosgrove said there was an increase in the awareness of the attributes of wool: “Its ability to promote warmth, regulate temperature and biodegrade, for instance.”
Consumers were also more appreciative of how wool looked and felt, but one attribute stood out more than the rest: Their understanding of how wool absorbs sound has doubled — from only 20 to 40 per cent.
The research found apparel, crafting supplies and pet accessories were among the most recognised uses of wool.
Wool was having an impact in the home, building and renovation sector as well, Cosgrove said.
“Over three-quarters of purchasers would choose woollen bedding or soft furnishings again, and a similar number would select woollen carpets and rugs. The fact that conscious consumers are increasingly prioritising sheep over synthetics can only be a good thing for hardworking NZ farmers, and for the environment as a whole.”
However, Cosgrove said there was still work to be done, as consumers became increasingly price-sensitive.
“Affordability was the number-one barrier to purchase, which is no change from the last time we undertook the research,” he said.
On a positive note, New Zealand’s reputation for producing the best wool in the world continued to rise: “The stats show that when compared to other wool-growing nations like Australia, the UK and even the USA — home turf for these consumers — – our wool ranks as being betterquality, more luxurious, more sustainable and even more natural than other countries’ wool.”
The research tells us that NZ strong wool is having a real impact on discerning Americans ... — Ryan Cosgrove