20 years of Oeko-Tex Standard 100. Project Report of a worldwide Consumer-Survey. IfH Institut für Handelsforschung GmbH. Cologne, April 2012

Transcription

1 20 years of Oeko-Tex Standard 100 Project Report of a worldwide Consumer-Survey IfH Institut für Handelsforschung GmbH Cologne, April 2012

2 Objective Getting information about awareness and usage of organic and textile seals and the Oeko-Tex Standard 100 within the group of consumers. Objectives Gathering relevant aspects influencing the process of purchasing of clothing and textiles. Determination of the future relevance of textile-seals from customers view. 20 years Oeko-Tex Standard 100 Identification of relevant criteria in the future of textile-seals. Identification of growth opportunities and markets for Oeko-Tex Standard

3 Project design Worldwide quantitative consumer-survey (online-survey) in the following countries: Germany (n=254) Portugal (n=254) China (n=287) Russia (n=25) Project design Denmark (n=255) France (n=253) Switzerland (n=25) Spain (n=255) Representative quotation with respect to total population. Italy (n=258) Austria (n=255) Turkey (n=255) GB (n=255) In China and Russia focus on people in urban areas. Poland (n=25) 20 years Oeko-Tex Standard 100 Due to the quotation and number of cases statistically proofed statements are also availabe for different sub-groups. In the report the following symbol give evidence of the groups shown: Cross-country Average of all countries comparison 3

4 Survey design Sample size n=3.349 in 13 countries Method Quantitative online-survey Period of the survey DE (n=254) GB (n=255) GB Denmark Russia AT (n=255) CH (n=25) DK (n=255) PL (n=25) France Poland Germany Austria Switzerland China ES (n=255) IT (n=258) RU (n=25) TR (n=255) Portugal Italy FR (n=253) CN (n=287) Spain Turkey PT (n=254) 4

5 Management Summary (I) Recognition of textile seals Oeko-Tex is worldwide the best known textile seal with regard to unsupported recognition. Within the supported awareness of textile seals Oeko-Tex reaches the second place: The supported recognition is 42%, which is only two percentage-points lower than the first place European Eco-label. In out of 13 countries about half of the population is familiar with Oeko-Tex. 5

6 Management Summary (II) Relevance of textile seals in general Textile seals are in general of high importance for consumer worldwide. Almost every second consumer worldwide states that seals are of high relevance when buying clothes and textiles. Even more than two third (71%) of the Chinese population in urban areas take textile seals into account in their purchasing decision. With this result China appears to have the highest affinity towards textile seals worldwide. A reason for the high relevance could be found in the 5-year plan for Chinese economy where specific goals for the modernization of the Chinese textile industry have been defined. The Oeko-Tex Standard 100 itself is of high relevance especially in Turkey and Italy.

7 Management Summary (III) Relevance of different aspects for the purchasing decision of textiles Worldwide product quality and skin-tolerance are considered the most important factors when purchasing textiles and clothes. The inspection for harmful substances ranges on fourth place directly after the price as a purchasing criterion. Especially Italian and Turkish consumers show an increased consciousness for the inspection for harmful substances in textiles. In comparison to 2008 a worldwide significant increase of the relevance of inspection for harmful substances can be detected. 7

8 Management Summary (IV) Forecast: Future relevance for certification In general 9 out of 10 consumers worldwide want to be able to choose between more certified clothes and textiles in the future. In China, even 98% of the population expresses such a whish. Russia and Portugal show similar levels of expectation. Amongst the different criteria, consumers worldwide rate the environmentally-friendly manufacture as well as textiles inspected for harmful substances as most important for the future. Especially Turkish, Italian and Danish consumers predict an increased relevance for the future for textiles inspected for harmful substances. 8

9 Supported awareness - Overview Which of the following textile seals do you know and/or have you already purchased? 100% 80% % 40% % 0% I once purchased a product with this seal. I know the seal but I have never purchased a product with this seal. I don't know the seal. n=

10 Supported awareness long-term comparison 0% 20% 40% 0% 80% 100% European eco-label Oeko-Tex Standard Global Organic Textile Standard The blue angel (n=3.349) 2008 Indication of awareness in %, long-term comparison relates to countries gathered in 2008 and These are: Germany, Austria, Switzerland, Spain, Italy, France and Portugal. multiple answers possible 10

11 Supported awareness Oeko-Tex - cross-country comparison 0% 20% 40% 0% 80% 100% Germany China Austria Switzerland Denmark Turkey Poland Italy Russia Portugal Spain France GB (n=254) (n=287) (n=255) (n=25) (n=255) (n=255) (n=25) (n=258) (n=25) (n=254) (n=255) (n=253) (n=255) Participants who bought a labelled product or who are aware of the product but didn t buy it yet. 11

12 Importance of certification - Overview 0% 20% 40% 0% 80% 100% How important are textile seals when purchasing clothing and textiles? (n=3.10) How important to you is labelling and/or certification according to Oeko-Tex Standard 100 when purchasing clothing and textiles? (n=2.774) very important unimportant 12

13 Importance of textile seals in general cross-country comparison How important are textile seals when purchasing clothing and textiles? 0% 20% 40% 0% 80% 100% China n= Russia n= Poland n= Turkey n= Italy n= Spain n= Portugal n= Austria n= Switzerland n= Germany n= GB n= France n= Denmark n= very important unimportant 13

14 Importance of Oeko-Tex Standard 100 cross-country comparison How important to you is labelling and/or certification according to Oeko-Tex Standard 100 when purchasing clothing and textiles? 0% 20% 40% 0% 80% 100% China n= Russia n= Turkey n= Italy n= Poland n= Spain n= Portugal n= Switzerland n= Germany n= Austria n= France n= Denmark n= GB n= very important unimportant 14

15 Important aspects in the process of purchasing textiles and clothing - Overview How important are the following aspects when purchasing clothing and textiles? unimportant very important Product quality Skin-tolerance Price Textiles inspected for harmful substances 4,4 4,3 4,3 4,1 Social aspects High percentage of natural fibres Environmentally-friendly manufacture Functional textiles 3,9 3,8 3,8 3,8 Country of origin Current fashion Brand/Manufacturer 3,1 3,1 3,2 Indication of averages (1=unimportant to 5=very important), n=min

16 Criteria for textile seals Overview Textile seals can represent various criteria. In your opinion, which of the following criteria will increase in importance in the future? 0% 20% 40% 0% 80% 100% Environmentally-friendly manufacture (n=3.210) Textiles inspected for harmful substances (n=3.195) Testing for skin-tolerability (n=3.198) Organic cotton/recycled fibres (n=3.12) Product quality (n=3.207) High percentage of natural fibres (n=3.14) Observance of social standards (n=3.148) Independent testing (n=3.027) Importance will increase Importance will stay the same Importance will decrease 1

17 Future certification - Overview In your opinion, should more products and items be certified? 11% 89% yes no n =

18 Future certification cross-country comparison In your opinion, should more products and items be certified? 0% 20% 40% 0% 80% 100% China n= Russia n= Portugal n= Italy n= Turkey n= Poland n= Spain n= France n= Denmark n= GB n= Germany n= Austria n= Switzerland n= Yes No 18

19 Contact Bettina Willmann Bereichsleiterin Forschung & Konzepte Tel.: Jonas Groten Junior Projektmanager Tel.: IfH Institut für Handelsforschung GmbH Dürener Str. 401b / Köln T +49 (0) 221 / F +49 (0) 221 / info@ifhkoeln.de IfH Institut für Handelsforschung GmbH 2011