AWI recognises that identifying and understanding key consumer trends is important to the future of Australian Merino wool, as it enables us to understand factors influencing purchase decisions, and proactively work toward the success of the company and our business partners.

Consumers are continually seeking better quality products, services and experiences across the board, therefore the sharing of this valuable information with our business partners is crucial in ensuring that, together, we continue to deliver premium Merino wool products to consumers across the globe.

Click on a trend to find out how it affects your business.

Abundance of choice and perpetual motion As competition for the consumer dollar increases, the amount of choice from individual product categories is overwhelming. The abundance of choice has lead consumers to become more discerning in their approach to purchases. Click here for more

Premiumisation Premiumisation is the key trend behind recent innovative product launches, with consumers continually seeking better quality products, services and experiences across the board. Click here for more

Wellness The concept of health has shifted from the absence of illness to a focus on overall wellbeing: a state of mental and physical health.   Click here for more

Ageing The world’s population is ageing at an accelerated rate. Declining fertility rates combined with steady improvements in life expectancy over the latter half of the 20th century have produced dramatic growth in the world’s elderly population. Click here for more

Conscious consumption Consuming with a conscience has never been more topical. After years of rampant consumerism, active and informed consumers are insisting on greater integrity and authenticity in the products they buy. Click here for more

Experience economy Consumers are looking to add meaning, depth, and authenticity by adding value to their lives through experiences.   Click here for more

Changing household & gender roles Consumers are looking to add meaning, depth, and authenticity by adding value to their lives through experiences.   Click here for more