SHOPPING TRENDS
76%
Feel very/somewhat optimistic
about their financial situation
Top Retailers Shopped for Clothing
78%
Online only
store
Top Sources of Inspiration
DRIVERS OF CONSUMERS’ PURCHASES
Top Drivers
Fit
Comfort
Quality
Cotton is the most…
COTTON PREFERENCE
Top Preferred Materials
Prefer cotton, cotton
88%
blends or denim
SUSTAINABILITY
Sustainability Importance
Safe for the Environment (% Safe)
CHINA • COLOMBIA • GERMANY • INDIA • INDONESIA • ITALY • JAPAN • MEXICO • THAILAND •
TURKEY • VIETNAM • UK • US
Source: Cotton Council International and Cotton Incorporated’s Global Monitor Survey, a biennial
consumer research study. In the 2023 survey approximately 13,000 consumers (1,000 consumers in each of
13 countries) were surveyed.
© 2024 COTTON COUNCIL INTERNATIONAL AND COTTON INCORPORATED’S GLOBAL
LIFESTYLE MONITOR SURVEY
42%
Cotton
30%
Denim /
Jeanswear
71%
Multi-Channel Retailers
(In-Store)
Reasons Willing to Pay More for Cotton
Concerned about
Environmental Change
GLOBAL LIFESTYLE MONITOR:
MEXICO
75%
Hypermarkets
(In-Store)
88%
Prefer trying on in-store
69%
Prefer browsing online
47%
Traditional media
(TV/movies/magazines/celebrities)
46%
People
(family/friends/people on street)
51%
Social media
(sites/blogs/vlogs)
80%
Comfortable
67%
High
Quality
80%
Soft
56%
Quality
68%
Comfort
61%
Are willing to pay more
for cotton
16%
Cotton
blends
Only purchase sustainable
clothing
Sustainability is a nice to
have
I don’t care if clothing is
sustainable
I don’t know how to tell if
clothing is sustainable
23%
8%
47%
23%
85%
72%
60%
43%
33%
32%
28%
Cotton Wool Hemp Polyester Rayon Tencel