Supply Chain Insights – What Consumers Look For In Sheets (U.S.)

March 17, 2025

Why do consumers buy new sheets?

55%

Average number of

sheets owned

purchase new sheets

2x/year or more

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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.

SHEETS

COTTON INCORPORATED’S

SUPPLY CHAIN INSIGHTS

U.S.: WHAT CONSUMERS LOOK FOR IN SHEETS

66%

To replace

old ones

For a new

color

33% 28%

For a new

style

64%

prefer sheets made of cotton

What do they look for?

80%

Quality

Softness

Does not

hold odor

Durability to

laundering

How long it

lasts

71%

71%72%

78%

Price

70%

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

Highest

quality

81%

Most

reliable

80%

Most

sustainable

81%

Softest

81%82%

Most

comfortable

Lasts the

longest

75%

Supply Chain Insights – What Consumers Look For In Bedding (Germany)Supply Chain Insights – What Consumers Look For In Sheets (U.K.)