BATH TOWELS
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
U.S.: WHAT CONSUMERS LOOK FOR IN BATH TOWELS
Purchase Drivers
Top reasons for recent purchase:
Most Recent Purchase
44%
24%
To replace
old ones
Upgrading
Just
wanted it
How purchased:
26%
67%
6%
27%
In a physical
store
Online
Curbside or
in-store pickup
83%
are very satisfied with
most recent purchase
Reasons for satisfaction:
36%
17%
13%
13%
Comfort/
Softness/ Texture
Style/ Pattern/ Color
Quality
Price
Quality
Softness
Washes clean/
Does not hold odor
Durability/ How
long they last
Absorbency
Quality
How soft or fluffy it feels
Makes a difference for comfort
How well it absorbs
say it is very
important to
know the fiber
content of
bath towels
55%
Reasons it is important:
57%
57%
45%
44%
Fiber Preference
7 10
consumers are likely to look for home textiles described as 100% cotton
OUT
OF
For More Information Contact: Corporate Strategy & Insights at [email protected]
Cotton Incorporated’s 2023 Home Textiles Survey, conducted on February 6, 2023, with 1,000 U.S. consumers.
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2023 Cotton Incorporated.