Why millennials appreciate wool

Published date12 August 2022
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 of wool carpet as having a higher cost — when compared with synthetic alternatives — is becoming less of a barrier for most consumers.

While wool was once ubiquitous on the floors of Kiwi homes, synthetic flooring dominated the market over the past two decades, Bremworth CEO Greg Smith said.

Now, for the first time, the local industry was faced with building awareness of wool carpet across a segment of millennial homeowners who had not grown up with it, he said.

“What we know from the research is that half of those in the market for renovating or refurbishing their home are now in that age bracket.”

Millennials were a market segment looking to wool for a range of reasons that weren’t priorities for the generations that preceded them, Smith said.

“We also know millennials spend time researching products before buying and choose brands that align with their ethical beliefs and values.”

The length of life of a product, sustainability and environmental impact were also factors millennials took into consideration before making a purchase, Smith said.

“We also recognise that if we can’t effectively educate domestic consumers on the benefits of wool in a country where it is produced, we will have little chance of growing our offshore markets — the research has shown us that the industry is making significant advances on this front every year.”

Other findings

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

It also found health and safety of home flooring is now a key driver of purchase for consumers with almost a third (31 per cent) of those Kiwi...

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