A new study reveals new insights into how US consumers feel about Nyense™ an innovative fabric that could change the market for t-shirts and bedding. By comparing Nyense™ to other popular fabrics like cotton and viscose, the study uncovers what drives purchasing decisions and why Nyense™ stands out.
Summary of key findings
Consumers show strong interest in Nyense™
Three-quarters of US consumers are likely to buy a t-shirt made of Nyense™, and two-thirds are likely to buy bed sheets. For both product categories, half prefer Nyense™ over three other fabrics represented (cotton, lyocell & viscose). Cotton is a distant second choice, with half likely to buy it and just over one-quarter preferring it over other fabrics.
Nyense™'s mix of attributes is attractive
Key drivers for interest in Nyense™ include cotton-like/dull look and feel and associated comfort, low levels of clinging, pilling and color fade, dryness, and low impact on the environment. Price is also important to consumers, which favors Nyense™. For t-shirts and bed sheets, consumers prefer dry, non-clingy, dull, cotton-like over shiny/silk-like – which aligns with Nyense™. While cotton also has these characteristics, it doesn’t fair as well on important attributes like color fading or pilling over time. While less influential on decision-making, cotton also has a greater impact on the environment.
Nyense™'s appeal extends to young children
Parents are equally likely to buy a t-shirt/bodysuit or sheets for their child younger than three years old as they are for themselves. Similar to adults, Nyense™ attracts the greatest likelihood to buy for young children compared to the other three fabrics tested.
Study overview
- Survey conducted by Roscow Market Research with 1002 US adults 18+ years old to assess interest in a new fabric for t-shirts and bedding and identify factors that drive that interest.
- Sample recruited to reflect general population on key demographics based on the US Census
Data collected February/March 2024
Respondents were shown descriptions of four fabrics, and then asked to evaluate their preferences.
Fabrics were blinded to respondents, designed to represent the following:
C = Cotton
N = Nyense™
L = Lyocell
V = Viscose
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