Wool better than synthetic any day, say consumers

New Zealand's 30 million-plus sheep will be pleased to know Kiwis rate wool carpets way above man-made imitations.

In a blind sensory study carried out by research agency Colmar Brunton late last year, 70% of people said they preferred wool over synthetic.

The study involved asking shoppers, aged 35 and over who were home owners,  to handle and walk barefoot across a wool and synthetic carpet that were the same colour, pile height and construction.

"More than two thirds chose the wool over the synthetic version," said Cavalier Bremworth marketing manager Desiree Keown.

"Three quarters of them said the wool carpet was softer and 61% said it was denser, despite being the same weight as the synthetic option. Other comments favouring wool said it had 'better bounce', was more natural and less itchy.

"By contrast, the synthetic carpets were variously described as gritty, hard, thin, slimy and smelling of chemicals."

Keown said the survey showed Kiwis preferred natural, sustainable materials over artificial textiles.

"Our national psyche is all about being real and genuine so the results are not a great shock. They fit in with our Pure New Zealand image and will be music to the ears of the nation's sheep farmers, who produce the best quality wool in the world."

 Keown said wool carpets were not only soft, comfortable and natural, they were also fire resistant, easy-to-clean and very durable - looking better for longer.  She had recently received a letter from a woman who had only just replaced her Cavalier Bremworth carpet after 37 years and claimed much of it still looked great.

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