Ingun Grimstad Klepp, Kirsi Laitala and Tone Skårdal Tobiasson
We have studied Norwegian and Swedish consumers’ experiences and perceptions related to using wool in bedlinen and sleepwear. We have used a variety of research methods including a web-based survey, qualitative interviews, a material test where informants commented various fabric samples, as well as user trials where informants tested sleeping in merino bedlinen and sleepwear. Informants were positively curious about bedding in wool. It appears that the change in use of wool follows a pattern where one context or setting is used as a springboard into a new setting. Important springboards among informants are; dressing their own babies in wool, next-to-skin underwear in sports, and tradition and handicrafts related to wool. Differences between Norway and Sweden are apparent in a different relationship to wool and to bedlinen. The market for woollen underwear is growing in Sweden and the differences between the two countries can thus be expected to decrease. Barriers related to hygiene, heat regulation, structure and softness are important in consumers’ thoughts about a wool-bed.