Consumer Research Report Shows Growing Interest in Next-Gen Materials

The textiles industry is in a time of rapid innovation with advances in science and technology making it possible to create more environmentally friendly and higher-performing textile products. One category of these textiles is next-gen materials. Mission-led companies and industry trailblazers are leading the way, while a big question remains for many brands regarding where consumers stand on next-gen materials. 

A comprehensive report, Next-gen Materials: A 2023 Assessment of the Potential for U.S. Consumer Adoption, from Material Innovation Initiative, shows that there is huge consumer interest in next-gen materials.

Material Innovation Initiative

Material Innovation Initiative is a nonprofit organization that performs research and advocacy for next-gen materials. They are working to cultivate a global market for next-gen materials across multiple industries, including apparel, automotive interiors and home goods. They are particularly focused on research concerning the development of environmentally preferable and animal-free materials. 

CELLIANT® shares many of the values of the Material Innovation Initiative across science and technology, innovation and brand partnerships. 

What are Next-gen Materials?

Before we can discuss the research, we need to define next-gen materials. There are many differences in next-gen materials, as it is a wide-ranging term, but there are key qualities that define a material as next-gen, as defined in the MII report. Next-gen materials are: 

  • High quality
  • High-performance
  • Sustainable
  • Animal-free

IS CELLIANT A NEXT-GEN MATERIAL?

We consider CELLIANT to be a next-gen material, as it fits into each of the four criteria. Our proprietary formula consists of naturally occurring, bioceramic minerals that have the ability to emit infrared light. CELLIANT empowers brands to create high-quality textile-based products infused that deliver infrared performance and advantages above and beyond the basic functionality of a textile.  

CELLIANT’s diverse carrier offerings include more sustainable infrared solutions. CELLIANT with REPREVE® marries CELLIANT infrared technology with REPREVE’s rPET sustainable fibers made from recycled plastic bottles and pre-consumer waste in a new solution that is better for you, and better for the earth. Nature-based CELLIANT Viscose is certified by FSC® or PEFC™, which guarantees the origin of the raw materials is in sustainably managed sources. Our speciality viscose partner Kelheim Fibres was awarded a dark green / green shirt in Canopy´s 2021 Hot Button Report, which not only stands for responsible raw material sourcing but also is an overall sustainability indicator for viscose fibre producers. 

THE PERFORMANCE OF CELLIANT-INFUSED MATERIALS

CELLIANT is a blend of naturally occurring bioceramic minerals that are either embedded into fibers, yarns or fabrics, or applied as a coating to fabrics. CELLIANT works by capturing and converting body heat into infrared energy, which has been shown in 10 peer-reviewed published studies to have many benefits, including: 

The Next-Gen Materials Consumer Report

The report, Next-gen materials: A 2023 Assessment of the Potential for U.S. Consumer Adoption, was conducted to assess the potential for consumer adoption of next-gen materials in the U.S.  

The study used a large sample size of just over 1,000 participants that was representative of the adult U.S. population with regard to age, gender, ethnicity and geography. 

KEY FINDINGS FROM THE STUDY

The results from the study are highly encouraging about consumer adoption of next-gen materials.

  • 92% of participants reported that they were at least somewhat open to purchasing next-gen materials.
  • 51% of participants were somewhat/moderately likely to purchase next-gen materials.
  • 41% of participants were very/extremely likely to purchase next-gen materials. These are segmented into a group called early adopters.

Importantly, not only were respondents likely to purchase but they were willing to pay more for products made with next-gen materials. This is especially true among the key segment of early adopters. 

  • 29% of all respondents indicated they would pay more for next-gen materials.
  • 63% of early adopters indicated they would pay more for next-gen materials.

This is highly encouraging and aligns with our own case study findings. For example, our partnership with KT Tape for their Pro Oxygen Series is at a higher price point than their other product lines and has performed well in sales while garnering excellent reviews from consumers. 

KT Tape Pro Oxygen: CELLIANT-powered athletic tape

EARLY ADOPTERS

With early adopters being well represented in the population with 41% of respondents that are very/extremely likely to purchase and with 63% of them willing to pay more for next-gen materials, this is a segment that next-gen material creators and brands looking to stay ahead of the curve must focus on.  

This data resonates strongly with us, in part because the early technology adopter (broken down by millennials and athletic enthusiasts) is one of the key market segments we have identified as core to CELLIANT. 

Also, the report indicates that our brand partner, Under Armour, is one of the top four most–often–purchased brands for early adopters. CELLIANT is a component of every UA RUSH garment and is a pivotal differentiator for that collection that appeals to the early adopters. 

Under Armour themselves have been an early adopter brand of CELLIANT, as we’ve been partnered with them for over 5 years delivering infrared performance and recovery benefits to the RUSH product line and offering differentiated storytelling to their like-minded consumers. 

THE REPORT'S CONCLUSIONS

The major conclusions from the data gathered from the extensive report, A 2023 Assessment of the Potential for U.S. Consumer Adoption, include (quoted directly from the study):

  • Across diverse segments of U.S. society, consumers were interested in purchasing fashion accessories and apparel, home furnishings, and automotive interiors made with next-gen materials.
  • There is a large segment of potential early adopters, the majority of whom were willing to pay a premium for next-gen products.
  • Targeting early adopters is a key step in long-term societal adoption, as subsequent population segments watch and later adopt after the innovation begins to normalize in society and become widely available and affordable.

Beyond Consumer Interest in Next-Gen Materials

The study is certainly positive and very exciting for those creating next-gen materials. Consumer interest, however, isn’t the only challenge, or question, that brands must ask when considering next-gen materials for their own product lines: 

  • Are the next-materials partners fully commercialized?
  • Do they have a complete and efficient supply chain?
  • Do they have a proven track record or scientific backing for any claims they make?

At CELLIANT, we check all the boxes that you look for in a successful ingredient brand partnership. For over 20 years, CELLIANT has been committed to validating the science behind CELLIANT and demonstrating the benefits of infrared. This is evidenced in our partnerships with world-class brands, robust testing protocols, and 10 peer-reviewed published studies. 

If you’re interested in adding CELLIANT to your brand’s products and benefiting from the next-gen materials innovation with an established partner, please fill out the form below to get in touch with our Business Development team. 

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