How U.S. Consumers Look at the Seal of Cotton
September 5, 2023
SEAL OF COTTON
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
HOW U.S. CONSUMERS LOOK AT THE SEAL OF COTTON
18%
in
1973
78%
in
2023
Casual Pants
Perceptions
Percentage of consumers saying the Seal of Cotton
trademark best fits with the following attributes:
Consumers associate the Seal of Cotton
trademark most with casual apparel, home
textiles, and personal care products:
Natural
Plant-Based
Softness
Safe
Sustainable
Trusted
Comfort
Authentic
Bath Towels
T-shirts
Underwear
Socks
Personal Care
Bed Sheets
90%
88%
87%
85%
82%
81%
80%
80%
Benefits
The Seal of Cotton trademark has a halo effect for brands.
Percentage of consumers who say a brand using the Seal of Cotton trademark is:
A Welcome Identifier
69% Stylish
and On-trend
The Seal of Cotton
trademark makes
me feel more
positive toward a
brand using the logo
8 10
out
of
is a welcome
identifier to the
content of a product
helps me easily
understand the fiber
ingredients
88%
87%
Percentage of consumers saying that the Seal of Cotton trademark …
84% Concerned
about Quality
77%
Cares about
Sustainability
79% Trustworthy
80% Authentic
71%
Loyalty to
brand using this logo
Percentage of consumers who agree that the Seal of Cotton trademark …
helps identify a
product as containing
cotton.
90%
81%
82%
73%
Impact
a brand using this logo
is trying to help me
make an informed
purchase decision.
makes me feel I can rely
on the product/brand with
which it is associated.
makes my shopping
experience easier.
For More Information Contact: Corporate Strategy & Insights at [email protected]
Cotton Incorporated’s 2023 Seal of Cotton survey, a survey of 1,500 U.S. consumers conducted January 30-February 14, 2023.
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2023 Cotton Incorporated.