Just as fashion has its trends each season, so does the home décor market. But one thing that remains timeless is the consumer preference for natural fibers, whether for bedding, throws, or towels. And as the U.S. market grows, savvy brands are looking to fulfill this preference, both for lighter warm-weather product or cozier cool-weather goods.

The global home textile market is poised to grow from $25 billion in 2025 to $32.6 billion by 2030, according to a report from Mordor Intelligence. A steady real estate market and consumer spending on home renovation is behind the expected market growth. And this creates opportunities for home textile producers. That’s where natural fibers like cotton take center stage.

Cotton’s natural versatility allows us to explore new weaves, finishes and layering techniques that elevate both comfort and functionality.

Carmen Bostwick, Director of Product Development, Brooklinen

“At Brooklinen, we prioritize long-staple cotton in our sourcing because of its exceptional durability and longevity, two qualities that ensure our bedding and home textiles stand the test of time,” said Brooklinen’s Carmen Bostwick, director of product development, in an interview with the Lifestyle Monitor™. “Cotton’s natural breathability and resilience make it an ideal choice for lasting comfort, allowing our customers to enjoy high-quality linens that hold up beautifully with use. We are committed to thoughtful sourcing, selecting cotton for its natural strength, softness and ability to maintain its integrity over time, making it a reliable and trusted material in our products.”

The choice for cotton bedding and home goods meshes well with consumers. The majority (64 percent) prefer cotton for their bedding, eclipsing other fibers like polyester (8 percent), rayon/viscose/bamboo (3 percent), and even other natural fibers including linen, hemp, and silk (17 percent), according to the Cotton Incorporated 2024 Global Home Textiles Survey. And three-quarters of all consumers (75 percent) prefer cotton for their bath towels.

Piglet in Bed has always carried an assortment of cotton bedding items, towels, and throws. The company recently introduced a collection of cotton/linen bedding, to help counter the rising cost of flax, the primary material used to make linen.

“We wanted to ensure our product remain accessible without compromising on quality,” said Jessica Hanley, founder and CEO, in an interview with the Lifestyle Monitor™. “The linen/cotton blend is also soft from the start and has a slightly smoother finish than linen alone.”

Marigold Living, whose products are designed in New York City and handcrafted in India, only uses premium, all-natural materials including cotton, which is chosen for its comfort, durability, natural cooling, sustainability “and the aesthetic of pure cotton,” said Shreya Shah, founder, in an interview with the Lifestyle Monitor™.

“The making of these textiles is complex, and the dyes used for printing get absorbed well and look the most vibrant on pure cotton,” Shah said. “Indian textiles, especially the hand printed cottons, have been sought after for centuries from consumers across the globe. Marigold Living strives to keep this prestigious heritage alive and relevant in modern times. We don’t compromise on the quality of fabrics we use as that would be inconsistent with what we offer overall, so the consumer has the best experience from using these individually made pieces.”

Most shoppers (62 percent) only buy 100 percent cotton bedding products, according to the Global Home Textiles Survey. That figure increases to 66 percent when it comes to purchasing sheets and it jumps to 75 percent for those buying bath towels.

On average, shoppers say cotton bedding, bath towel, and sheet products are the most comfortable (82 percent), most reliable (80 percent), softest (79 percent) and last the longest (74 percent), according to the Global Home Textiles Survey.

Most consumers also say cotton bedding and bath products are the highest quality (79 percent), according to the Global Home Textiles Survey. And the clear majority of consumers (84 percent) are willing to pay a little more to get higher quality products.

Bostwick said Brooklinen’s customers highly value natural fibers, particularly in bedding and bath textiles, as these are products they interact with daily.

“When it comes to something as personal as sheets or towels, people want materials that feel natural, safe and comfortable against their skin,” Bostwick stated. “That’s why cotton is so essential — it offers the softness, breathability and durability that consumers trust. The appeal of natural fibers resonates across demographics: Millennials appreciate cotton for its mindful, high-quality nature, while Baby Boomers value its timeless reliability and lasting comfort. No matter the generation, the preference for natural, well-made materials remains strong.”

Shah agrees that quality and durability are part of the sustainability story that is woven into Marigold Living’s brand.

“This is not about fast fashion or trendy merchandise,” Shah said. “The designs, the hand craft and the quality of all-natural cotton are attractive for their timeless appeal – textiles that age beautifully and pieces you will enjoy for years to come and possibly hand down to someone else.”

Hanley said Piglet in Bed has seen a growing demand for natural fibers across all segments of its customer base.

“Our customers value high-quality, sustainable materials and they recognize the long-term benefits of investing in well-made cotton bedding, towels, throws, etc.,” Hanley said. “Since day one, we’ve championed the simple idea of buying less and buying better.”

On average, nearly 8 of 10 consumers (78 percent) say bedding, sheets and towels made of cotton are the most sustainable or environmentally friendly, according to the Global Home Textiles Survey. And an average of 60 percent say they always/usually check fiber content information before purchasing, proving fiber content is meaningful to today’s shopper.

Consumers say they would also be likely to purchase products that have performance features, according to the Global Home Textiles Survey. For example, they would likely buy sheets that are easy care (90 percent), are anti-microbial and abrasion resistant (both 83 percent), have thermal cooling (82 percent), and offer moisture management and odor resistance (both 81 percent).

Cotton Incorporated developed RESTech COTTON™ technology as a performance sheeting solution. It enhances cotton’s inherent thermo-regulating properties and provides increased moisture management – drying 50 percent faster than rayon upon skin contact. Combined with exceptional durability, softness and sustainability, RESTech COTTON™ technology gives brands the opportunity to offer shoppers a deeper, more restful sleep. Crescent Textile Mills, a sheet supplier/manufacturer in Pakistan, featured RESTech COTTON™ products at the recent Heimtextil Show in Frankfurt.

Bostwick says Brooklinen is excited to reveal its new product in the second half of 2025.

“Cotton’s natural versatility allows us to explore new weaves, finishes and layering techniques that elevate both comfort and functionality,” Bostwick said. “We want to ensure our customers continue to experience the best of what natural fibers have to offer.”