New research highlights growing consumer preference for natural fibres as Woolmark launches its Return to Real campaign.
© Woolmark
Woolmark, the global authority on wool fibre certification and promotion, is putting Merino wool’s natural performance credentials at the centre of a new international campaign, backed by consumer research showing a strong preference for natural fibres over synthetics.
The Australian wool industry’s marketing and certification organisation has launched Return to Real following an Ipsos study across the United States, France, Germany, Italy and China, which found that 82% of consumers would choose natural fibres over synthetics when price, style and fit are equal.
Merino wool was preferred to polyester in all five markets, with an average preference of 65%, while 67% of respondents said they would pay more for clothing made mainly 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.”
Merino wool ranked first for both premium and high quality perceptions in four of the five markets surveyed. Meanwhile, 71% of respondents considered independent certification or verification of fibre content and quality important, while 45% said fibre composition had become more important in their purchasing decisions.
Beyond traditional
Woolmark says growing interest in natural materials is creating opportunities for Merino wool beyond traditional knitwear and tailoring, particularly in technical sportswear, performance apparel and premium everyday clothing. Global Google search interest in Merino wool has more than doubled over the past five years.
Supporting the campaign is Woolmark’s new Natural Intelligence report, which brings together scientific research into wool’s thermal comfort, moisture and odour management, softness and durability.
The report includes findings from a four-year collaboration with North Carolina State University, which found that 100% Merino wool base layers helped maintain a more stable microclimate next to the skin during intermittent physical activity.
“Natural fibres are attracting attention, but people also need clear reasons to choose them,” Fry said. “Wool has a long history of performance. Our job is to make that performance easier to understand and easier to trust.”
The Return to Real campaign revisits Woolmark’s 1960s message that “you can’t fake the real thing”, positioning Merino wool as a natural performance technology supported by scientific evidence.
Launching internationally through outdoor advertising, digital media and content creators, the campaign features messages including “Not all intelligence is artificial” and “The original wearable tech”.
© Woolmark
The Ipsos research involved 1,500 consumers aged 18–65 across the five markets, with online interviews conducted on 7–8 September 2026.
The above content is reproduced from“Knitting Industry”