Recent research conducted by trade body Leather UK has found that many UK consumers do not understand what ‘vegan leather’ is or its origins.
Since 2010, there has been growing consumption of vegan leather within the fashion industry. Notable brands such as Stella McCartney , Veerah, Matt and Nat, Desserto, and Vaute Couture have embraced an ethical and animal-free approach to clothing and accessories manufacture.
The influence of these sustainable fashion pioneers is far-reaching and has become a globally traded commodity. In fact, a report published by Infinium Global Research estimates that the global vegan leather market will reach a worth of $89.6 billion by 2025, at a Compound Annual Growth Rate of 49.9%.
Key drivers behind the market boom include increased consumer awareness about animal cruelty along with ethical and environmental concerns. These consumer trends have therefore led designers to embrace a cruelty-free leather alternative.
However, new research has found that many UK consumers remain ignorant about what they are actually buying when it comes to imitative leather textile products. Evidence has also shown that many consumers are unaware of the origins behind leather substitutes.
Leather UK, an exclusive trade association, protecting and connecting the UK’s leather industry, at home and abroad, found the following results:
23% thought silk (which is produced by silkworms) was plant-based
13% admitted to not knowing the origins of wool, with 10% thinking it comes from a plant
11% said they didn’t know what real leather was made of
21% and 47% were unaware of what products are used to make PVC and polyurethane
13% thought that plant-based fabric linen was synthetic in origin
More than half of consumers (54%) admitted to having no knowledge of what vegan leather is made of. This cross-section deemed the term ‘vegan leather’ as misleading when it can be inaccurately designated to alternative animal-based leathers that are in fact 100% plastic and thus unsustainable.
The survey interviewed 2,000 adults in the UK and found that 50% of those who attempt to buy sustainably confess that it can sometimes be confusing and difficult to know what the right product choice is. Approximately half (47%) also claimed to have no idea what materials cause the most harm to the planet.
Although over half (54%) said that they would be happy to purchase real leather clothing, shoes, and upholstery, only a quarter (24%) of respondents were aware that the animal hides used to make real leather goods were by-products of the food industry which would otherwise be disposed of. Surprisingly, 50% erroneously thought cows were bred purely for their leathers.
In response to false marketing of vegan leather, a quarter (25%) of consumer participants confessed they would feel ripped off, 14% would be upset, and 13% noted how they would want their money back if they had been misled into purchasing a partly or completely synthetic product. Three-quarters (74%) called for more transparency in marketing for both leather and imitation leather.
Leather UK also highlighted the rise in synthetic upholstery for automobiles. The study found that 24% would opt for real leather seats at a reasonable cost, whilst only 7% of consumers were recorded as wanting imitation leather. However, many Tesla users have focalised quality issues with the synthetic leather used in their car seats.
In an official press release, Kerry Senior, director at Leather UK comments: “Buying leather or imitation leather goods sustainably can be difficult and confusing, especially when shoppers are increasingly presented with everything from a range of plastic/plant combinations such as apple, cactus or pineapple ‘leather’, ‘mushroom leather’ to the meaningless catch-all terms ‘vegan leather’ and ‘plant-based leather’.
“Many also don’t realise that real leather is actually a by-product of the food industry, and those hides would otherwise be thrown away, which means it might be a more sustainable option than they realise.
“The findings suggest that shoppers need better information on the products they are buying, especially if they want to know what it is that they are taking home with them. But equally UK legislation should follow in the steps of countries such as Italy, Portugal and Brazil where consumer protection laws mean that the word leather can only be used for real leather.” The full ‘Leather and the Consumer’ – Research Report can be found on the Leather UK website: https://leatheruk.org/leather-and-the-consumer/
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