Wool perception changing

A three-year research study into the perceptions of wool has found efforts to build the industry’s sustainability credentials is transforming how millennial consumers perceive the fibre.

Industry experts say the perceptual change is removing significant barriers to the growth of the domestic and export wool markets.

The nationwide Bremworth study, which has tracked changes in attitudes over the past three years, also shows the perception that wool carpet costs more than synthetic alternatives is becoming less of a barrier for most consumers.

The new study found wool is increasingly recognised as environmentally friendly by more than three quarters (77%) of those surveyed and sustainable by more than two-thirds (69%) of respondents.

The research also found health and safety of home flooring is now a key driver of consumer buying, with almost a third (31%) of those Kiwi households surveyed living with someone with allergies. Wool is seen as healthier (66%), more fire resistant (60%), and more allergy friendly (45%) than synthetic alternatives.

While latest Government data shows the value of New Zealand’s wool product exports, of which most is carpet, has fallen by 44% over the past six years, there are positive signs for the industry with forecasts projecting a 10% increase in export revenue for 2023.

Bremworth chief executive Greg Smith says while wool was once ubiquitous on the floors of Kiwi homes, over the last two decades synthetic flooring has become dominant in the market.

He says for the first time the local industry is now faced with building awareness of wool carpet across a segment of millennial homeowners who did not grow up with it in their houses.

Smith says the company now focuses on positioning wool as a premium residential offering in offshore markets rather than securing large-scale commercial contracts that were heavily price driven.

• Supplied.