The concept of health has shifted from the absence of illness to a focus on overall wellbeing: a state of mental and physical health. This greater awareness of both mind and body is driven by the large aging population’s obsession to act, feel and look younger, and is set to endure as the population ages and lives longer.

Key drivers:

• Baby boomers: living longer and healthier
• Belief: you are what you eat
• Accelerating complex lives: working harder and longer
• Obesity epidemic
• Mental is strongly linked to physical health

There is strong evidence of rapidly growing consumer demand for products consistent with a ‘lifestyle of health and sustainability’. Consumers are no longer simply eating ‘healthy’ grown food - they are wearing clothes, using personal care products and outfitting their kitchens, bathrooms and bedrooms with eco-friendly products.

Promoting wellness

• Karlsberg launched a successful range of ‘healthy’ beers for women. For relaxation, wellbeing and the immune system
• Mitsubishi Electric introduced the world's first refrigerator that enhances the nutritional value of vegetables
• Coca-Cola & L’Oreal (US) are launching a new skin-enhancing beverage in 2008, called Lumaé
• Innovative clothing now offers temperature regulation and anti-allergy features to meet the demands of today’s consumers

Nano response

In response to demand, Nanotechnology is being widely applied to fabric, not only giving the garment futuristic health benefits, but also creating colour and sheen without conventional dyes. 

A range of well-being Australian Merino wool products has been developed. Natural substances such as aloe-vera, vitamin e, passionfruit oil, and lavender are being micro-encapsulated and bound to the fabric during the spinning process. The aromatherapy qualities of the oils lend well-being qualities such as relaxing, energising, and invigorating to the wearer.

Apparel opportunities

Wellness is seeping into every corner of the apparel industry. As health consciousness continues to rise, it’s no longer just what you put in your body but what you put on your body.

Consumers are demanding clothing that not only looks and feels good, but works better and is beneficial for their health.

The demand for active and performance wear is increasing and becoming more specialised. Businesses can incorporate technology with their apparel by utilising ‘intelligent textiles’, nano-technology, and fibres such as Australian Merino wool that naturally repel bacteria, UV rays, and combat stains.

Natural Australian Merino - keeping you well

Natural products are a healthier choice and meet the demand for wellness. This presents a great opportunity for Australian Merino wool as the healthy, better fibre choice - better for your skin, better for breathing, and better for your children.

Innovative well-being Merino products are natural and sustainable, safe for the wearer, and have no effect on the luxurious handle of Australian Merino wool knitwear. Such products fill the gap in the market place created by consumer’s desires for natural products that provide well-being effects.