Supply Chain Insights – Tracking Consumer Sentiment (China, Wave 6)
March 24, 2026
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Cotton Incorporated’s Consumer Sentiment Survey, Wave 6, a survey of n=5,979 in China, France, Germany, Mexico, U.K., and U.S.
China respondents, n=979
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2026 Cotton Incorporated.
TOP CONSUMER CONCERNS
PERSONAL SOCIAL
CONSUMER EMOTIONS
63%
say emotion
strongly
impacts shopping
CLOTHES SHOPPING
Uncertain
29% 27%
WorriedCalm
45%
Excited
46%
Hopeful
54%
MOST RECENT
CLOTHES PURCHASE
Athleisure
Activewear
Casual pants
Denim jeans
Casual shirts
48%
43%
25%
24%
24%
of consumers
purchased
clothing in the
past month
93%
purchased via social media platform
47%
45%
have seen prices
increasing on clothing
in the past month
89%
say shopping
is a positive
activity for me
purchased online
81%
% say it is a major concern
% feel strongly when thinking about the wider world
66%
Physical
health
61%
My family’s
future
61%
Household
finances
50%
49%
56%
Healthcare
system
Education
compared to a few months ago, are you spending more, less, or about the same amount on clothing?
29% more 43% same 28% less
purchased in a physical store
78%
TRACKING CONSUMER
SENTIMENT
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
in China
WAVE 6
61%
Personal
safety
Wages keep up
with cost of living