Supply Chain Insights – Activewear in Italy 2025
September 4, 2025
Habits of Active consumers (exercise at least 2 days per week)
3 70% 55% 56%
Average
days/week
exercise
exercise with
moderate
intensity
typically
exercise for
30-60 minutes
Type of clothing worn during exercise
% regularly exercise
MANY OCCASIONS FOR ACTIVEWEAR
% wear athletic apparel in following situation
INTEREST IN PERFORMANCE
% likely to look for performance features when shopping for athletic apparel
Habits of All respondents (Active and Non-Active)
ACTIVEWEAR OWNERSHIP
Average # garments owned and worn for exercise
PREFER COTTON FOR ACTIVEWEAR
% prefer activewear made of cotton or cotton blends for
TOP EXERCISE ACTIVITIES
(% regularly participate in activity)
workout with
others
For More Information Contact: Corporate Strategy & Insights at [email protected]
Source: Cotton Incorporated’s 2025 Global Activewear Survey, Italy, N=1,109
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated.
©2025 Cotton Incorporated.
ACTIVEWEAR
IN ITALY
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
Only activewear Mostly activewear Mix of active and
non-activewear
Non
Active-
wear
31% 40% 24% 5%
Walking
55%
Yoga, Pilates,
or Barre
24%
Cardio training
40%
Running Weight
training
23%
32%
Outdoors At Home
At a gym or
public facility
66% 54%54%
Comfort
Quality Price
Fit
ACTIVEWEAR
primary
PURCHASE
DRIVERS
Breathability
Functionality
Underwear
Tops
Bottoms Bras (Women only)
Sweatshirts, Hoodies,
Pullovers, or Fleece
Outerwear/
Shell Layers
3
2
3 3
3 3
willing to pay more
for cotton activewear
with desired
performance features
86%
29%
Working from
home
34%
Running
errands
58%
49%
Around the
house
Doing
housework or
yardwork
Hanging
out at
home
A light
workout
68%
Running
errands
Socializing
63%
68%
67%
61%
Thermal cooling
Chafe resistant
64%
59%
Odor resistant
60%
Easy Care