This increase highlights a demand-driven surge, reflecting genuine consumer interest and confidence across the supply chain, rather than supply constraints.
A global survey by market research company IPSOS finds wool to be one of the three most desirable fabrics in both fashion and sportswear, with the market projected to double from $34.9bn in 2022 to $63.2bn by 2033.
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This growth is largely expected to be driven by a shift in consumer preference towards natural fibres over synthetic alternatives.
A 2024 Global Consumer Survey carried out by IPSOS underscores this trend, revealing that consumers prioritise functional attributes in their clothing.
The survey revealed that consumers look for breathable, comfortable, lightweight, and durable, all of which are said to be offered by Merino wool.
Merino wool is a natural fibre produced throughout the year by Australian Merino sheep.
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By GlobalDataResearch from North Carolina State University found that 100% Merino base-layers provide enhanced thermal comfort and moisture management, outperforming polyester by 96%.
Merino wool is also gaining traction as a statement of responsibility, with its presence growing in thrift hauls and among eco-influencers on platforms like TikTok. It is being positioned not only as a fashion choice but as a commitment to sustainability.
Merino wool is 100% renewable and biodegradable, aligning with the values of environmentally conscious consumers.
Woolmark managing director John Roberts said: “As citizens demand more from what they wear — comfort, performance, traceability and responsibility — Merino wool is meeting the moment. With leading influencers and brands alike embracing its story, it’s no surprise demand is rising across luxury fashion, sportswear and lifestyle. It’s the fibre that truly delivers, naturally.”
