Supply Chain Insights – What Consumers Look For In Bath Towels (U.K.)
March 12, 2025
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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.
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Why do consumers buy new bath towels?
Average number
of towels owned
7
purchase new
towels 2x/year or
more
51%
U.K.: WHAT CONSUMERS LOOK FOR IN BATH TOWELS
BATH TOWELS
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
71% 20%
To replace
old ones
For a new
color
For a new
style
27%
72%
prefer bath towels made of cotton
What do they look for?
80%
Quality
Softness
Does not
hold odor
Durability to
laundering
How long it
lasts
67%
69%
67%
76%
Consumers say bath towels made of cotton, compared to those made of other fibers are:
82%
Most
comfortable
Highest
quality
SoftestMost
reliable
79%81% 80%
Most
absorbent
78%
Most
sustainable
75%
Lasts the
longest
73%
Absorbency
72%