The research suggests that fibre composition is becoming an increasingly important consideration for consumers. Across the five markets surveyed, Merino wool was preferred to polyester, with an average of 65% of respondents choosing Merino wool.

The findings also indicate a willingness to pay a premium for natural materials. On average, 67% of consumers said they would pay more for clothing made mainly from natural fibres.

At the same time, global Google search interest in “Merino wool” has more than doubled over the past five years, according to Woolmark.

Fibre transparency and certification gain importance

Beyond material preferences, the survey highlights the importance of reliable information about fibre composition and product quality.

An average of 71% of respondents across the five markets considered independent certification or verification of fibre content and quality important.

“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.”

For more than 60 years, Woolmark has supported research, testing, education and certification to provide evidence of wool's quality and performance.

Natural Intelligence: Research into Merino wool performance

Alongside the survey, Woolmark has published its new Natural Intelligence report, examining the functional properties of Merino wool, including thermal comfort, moisture and odour management, durability and next-to-skin comfort.

The report includes findings from a four-year research collaboration with North Carolina State University. According to Woolmark, the research demonstrated how base layers made from 100% Merino wool helped maintain a more stable microclimate next to the skin during activities involving alternating periods of movement and rest.

The findings form part of Woolmark's efforts to position Merino wool as a natural performance fibre whose properties can be supported by scientific evidence.

Return to Real: A global campaign for natural fibres

Building on the research, Woolmark has introduced Return to Real, a new international brand platform highlighting what the organisation describes as Merino wool's “Natural Intelligence”.

The campaign draws on Woolmark's messaging from the 1960s, including the statement “you can't fake the real thing”, and introduces new themes such as “Not all intelligence is artificial” and “The original wearable tech”.

The campaign will be launched internationally through outdoor advertising, digital media and content creators.

“Technology moves quickly, but innovation does not always mean starting from scratch,” said Fry. “Sometimes it means looking again at what nature has already worked out.”

Survey methodology

The Ipsos AWI Natural Fibre Perception Report is based on online interviews conducted on 7–8 September 2026 with 1,500 consumers aged 18–65, comprising 300 respondents each in China, France, Germany, Italy and the United States.

The reported percentages represent averages across the five surveyed markets. The preference for natural fibres was measured under the condition that price, style and fit were equal.

Further information on the research and the campaign is available at Woolmark – Return to Real.