Respondents to the market research stressed that growth in demand for 'ethical wool' will not happen simply by stressing its ethical credentials. The 'ethical wool' must also continue to meet consumer's expectations for quality, functionality and next-to-skin comfort.
For Australian 'ethical Merino wool', an agreed standard or protocol with assurances will be important to retailers in the future, according to research results.
The majority of companies contacted indicated they are interested in sourcing ethical Australian Merino wool in the future. 70 percent of them indicated a premium currently existed for ethical apparel products (non-fibre specific).
Just over 50 percent of respondents indicated they would pay a premium for on-farm audited and certified 'ethical Australian Merino wool'.
The estimated market for 'ethical' apparel (all fibres) is currently around 1.4 percent of total apparel sales, growing to 4.8 percent in five years.
Demand for 'ethical' apparel product (all fibres) is strongest and growing most in segments where wool does not have a traditionally strong presence – these include casual wear, sportswear and intimate apparel.
Australian Wool Innovation Limited
marketing@alchempro.com
