Case Study - Adoption of Next-Gen Leather in China (North Mountain Consulting Group)

Next-gen materials is an overarching category of high performance, sustainable, and animal-free materials developed for the fashion, automotive, and homegoods industries. North Mountain is partnering with Material Innovation Initiative (Napa, CA, US) to establish a consumer research program on next-gen materials used in the fashion, automotive, and homegoods industries.

In this study, we examined urban Chinese consumer purchasing preferences for leather and leather alternatives. We found a very high degree of acceptance of next-gen leather products in urban China: 90% reported a preference for next-gen leather over conventional leather and 70% reported a high (“very” or “extremely”) likelihood of purchasing.