Supply Chain Insights – Consumer Insights in Germany
October 15, 2025
Comfort FitQuality
Drivers of Consumer Prefrence
*Tencel is a trademark of Lenzing
SUSTAINABILITY
= significantly higher in 2025 = significantly lower in 2025
Top Retailers Shopped for Clothing
Top Ways Plan to Shop for Clothing in Next Year
Cotton Preference
Top Reasons Would Pay More for Clothes Made from
Natural Fibers
Preferred Shopping Method
Top Social Media Sources
% Say Is Safe for the Environment (Top 5 of 11)
AMERICA’S COTTON PRODUCERS AND IMPORTERS Service Marks/Trademarks of Cotton Incorporated ©2025 Cotton Incorporated
Source: Cotton Council International and Cotton Incorporated’s Global Lifestyle Monitor™ survey, conducted with n=1,003 consumers in Germany
COTTONINC.COM
LIFESTYLEMONITOR.COTTONINC.COM
52%
Feel very/somewhat
optimistic about their
financial situation
36%
62%
In-Store
Online
35%
61%
Browsing
Purchasing
23% 34%
Changing how shopping
for clothing to reduce
environmental impact
Rely on a sustainability
certification or seal to determine
if clothing is made in an
environmentally friendly manner
56%
Willing to pay more for natural
fibers such as cotton
Sustainability
is nice to
have
56%
Only purchase
sustainable
clothing
11 %
77%
73%
31%
62%
27%
26%
Cotton Wool Hemp Polyester RayonTencel*
68% 63%
71%
I will do more
research so I can
get the best value
I will buy
higher-quality,
longer-lasting items
I will buy more
comfortable
clothing
I will buy clothing in the
latest styles
Top Way Plan to Shop
51 %
63%
Discount store
(In-Store)
81 %
Online only store
74%
Mass merchant
(In-Store)
Cotton
blends
Denim
Cotton
Prefer Cotton, Cotton
blends, or Denim
82%
Comfortable Soft Authentic
65%69% 62%
60% 49% 45% 37%
More sustainable/
environmentally friendly
Better quality More comfortable
More durable
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GLOBAL LIFESTYLE MONITOR: INDIA
52%
52%
52%
52%
52%
52%
GLOBAL CONSUMER
INSIGHTS
IN GERMANY
SHOPPING TRENDS
= significantly higher in 2025 = significantly lower in 2025
Use social media
as a top source of
inspiration
(social media/blogs/vlogs)
51%
75%
52%
43%
YOUTUBE
TIKTOK
INSTAGRAM