Supply Chain Insights – What Consumers Look For In Bath Towels (U.S.)
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.
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Why do consumers buy new bath towels?
Average number
of towels owned
11
purchase new
towels 2x/year or
more
57%
BATH TOWELS
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
U.S.: WHAT CONSUMERS LOOK FOR IN BATH TOWELS
69% 24%
To replace
old ones
For a new
color
I just wanted
them
30%
75%
prefer bath towels made of cotton
What do they look for?
79%
Quality
Softness
Does not
hold odor
Durability to
laundering
How long it
lasts
71%
73%
71%
77%
Price
68%
Consumers say bath towels made of cotton, compared to those made of other fibers are:
86%
Most
comfortable
Most
absorbent
Highest
quality
SoftestMost
reliable
79%80%81%81%
Most
sustainable
76%
Lasts the
longest
77%