Supply Chain Insights – What Consumers Look For In Bath Towels (China)

March 12, 2025

BATH TOWELS

COTTON INCORPORATED’S

SUPPLY CHAIN INSIGHTS

CHINA: WHAT CONSUMERS LOOK FOR IN BATH TOWELS

For More Information Contact: Corporate Strategy & Insights at [email protected]

Cotton Incorporated’s 2024 Global Home Textiles Survey, conducted on December 30-31, 2024 among N=7,163 consumers in China, Germany, Mexico, U.K., and U.S.

Why do consumers buy new bath towels?

34% 31%

For a new print

or pattern

For new innovations

or technoligies

For a new

color

28%

Average number

of towels owned

purchase new

towels 2x/year or

86%

What do they look for?

79%

Quality

Softness

100%

Cotton

Absorbency

77%78%

79%

Performance

features

74%

Does not

hold odor

76%

51%

prefer bath towels made of cotton

Consumers say bath towels made of cotton, compared to those made of other fibers are:

Highest

quality

68%

Most

absorbent

67%

Most

reliable

67%

Most

sustainable

63%

Softest

69%

70%

Most

comfortable

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