27 April 2018

British homeowners are confused when it comes to the pros and cons of different flooring types, particularly when it comes to wool carpet.

Our survey of 1,000 UK homeowners conducted by OnePoll on behalf of Lawton Yarns shows that while most consumers opt for carpet (67%) over hard flooring in their homes, uncertainty creeps in when deciding between a wool or wool-rich blend versus a synthetic make-up.

Nearly a third (32%) of respondents reported that they did not know which carpet composition they prefer and there was a lack of knowledge on the full breadth of wool’s key performance benefits. For example, 60% of homeowners were unable to decipher which floor covering is the most fire retardant and 40% were unsure which material would be most resistant to the ‘flattening’ effect seen in high traffic areas over time.

Wool carpet has long had a reputation for being a comfortable, durable and quality flooring choice. But the natural benefits go far beyond these attributes and wool carpet offers a series of stand-out features that few consumers are currently considering including:

  • Fire-retardant properties
  • Sustainable and environmentally friendly
  • Hypoallergenic
  • Resistant to flattening and stains
  • Proven to look great for longer – providing excellent value for money
  • Breathable fibre that filters the air and regulates humidity

Despite the lack of understanding around the natural advantages of wool, 28% stated they would choose a pure wool carpet compared to the 7% favouring entirely synthetic products. Furthermore, though wool is often associated with artisan crafts and celebrated for its traditional heritage, man-made carpets were considered far more unfashionable.

We are on a mission to take the lesser known and more hard-hitting benefits of wool to market – building on the great work already being done by contingents like The Wool Carpet Focus Group – of which Lawton Yarns is proud to be a member – the longstanding Campaign for Wool initiative and the British Wool Marketing Board’s increasing efforts in supporting the flooring sector. Together, the research shows, we can make a difference.