Supply Chain Insights – What Consumers Look For In Bath Towels (Germany)

March 12, 2025

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Cotton Incorporated’s 2024 Global Home Textiles Survey, conducted on December 30-31, 2024 among N=7,163 consumers in China, Germany, Mexico, U.K., and U.S.

Why do consumers buy new bath towels?

Average number

of towels owned

purchase new

towels 2x/year or

46%

GERMANY: WHAT CONSUMERS LOOK FOR IN BATH TOWELS

BATH TOWELS

COTTON INCORPORATED’S

SUPPLY CHAIN INSIGHTS

70% 27%

To replace

old ones

For a new

color

For a new

style

33%

What do they look for?

80%

Quality

Softness

Does not

hold odor

Durability to

laundering

72% 69%

72%

How long

it lasts

67%

100%

Cotton

69%

79%

prefer bath towels made of cotton

Consumers say bath towels made of cotton, compared to those made of other fibers are:

85%

Most

comfortable

Most

absorbent

SoftestMost

reliable

79%84%85%

Lasts the

longest

77%

Highest

quality

86%

Most

sustainable

81%

Supply Chain Insights – What Consumers Look For In Bath Towels (U.K.)Supply Chain Insights – What Consumers Look For In Bath Towels (Mexico)