FEWER ISSUES EXPERIENCED
WITH COTTON
Average number of negative issues experienced:
100% cotton
home textiles
2
Manmade
fiber (polyester
or rayon) or
blend
3
issues
issues
KEY INSIGHTS
For More Information Contact: Corporate Strategy & Insights at [email protected]
Source: All content sourced from Cotton Incorporated’s 2020 Home Textiles survey, a survey of 6,000 consumers in the U.S., China,
Japan, Vietnam, Thailand, India, Turkey, Mexico, Colombia, Germany, Italy, and the United Kingdom conducted from February 6 – April
8, 2020. Additional Sources:
1
2020 Euromonitor International Economies and Consumers Annual Data
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2020 Cotton Incorporated.
HOME TEXTILES
SUPPLY
CHAIN
INSIGHTS
GLOBALLY
COTTON INCORPORATED’S
Globally, consumers spent $201 billion on home textile products in 2019¹.
While a drop in spending due to the COVID-19 pandemic is expected in
2020, this market is projected to recover by 2022 and to show a 5-year
growth of 12.4% with $226 billion spent in 2024¹. Consumers in each of 12
countries surveyed prize towels, sheets, and bedding that are high quality,
soft, comfortable, and durable. They see the role fiber plays in delivering
these purchase drivers, as 79% say that 100% cotton is important to them
when purchasing home textiles.
Meet consumers
needs with this key
purchase driver.
80%
BELIEVE QUALITY SHEETS AND
BEDDING HELP YOU SLEEP BETTER
Highlight the
attributes
consumers seek
most.
85%
ARE MORE LIKELY TO PURCHASE
A SHEET MARKETED AS “SOFT
AND COMFORTABLE”
Use cotton in home
textiles to help
consumers avoid
negative
experiences.
55%
EXPERIENCE TWO OR FEWER
NEGATIVE ISSUES WITH TEXTILES
MADE FROM COTTON
egative issues such as colors fading and fabric becoming rough or
itchy can cause frustration and disappointment for home textiles
consumers. While unavoidable over time, consumers report fewer issues
when they purchase home textiles made of cotton. Brands can add value
and meet key purchase drivers of quality and durability with the addition of
performance features, including odor and stain resistance.
N
MARKET OPPORTUNITIES
PRIMARY PURCHASE DRIVERS
ALL HOME TEXTILES
QUALITY
82%
DURABILITY
79%
SOFTNESS/
COMFORT
80%
ABSORBENCY, 80%
BREATHABILITY, 78%
PRICE, 70%
BREATHABILITY, 71%
WASHES CLEAN, 79%
BREATHABILITY, 73%
WASHES CLEAN, 82%
BREATHABILITY, 85%
TOWELS | SHEETS & BEDDING
75%
79%
say it is important to know fiber
content of home textile products
because it tells them:
TOWELS
• QUALITY, 50%
• SOFTNESS, 46%
• ABSORBENCY, 40%
SHEETS & BEDDING
• QUALITY, 49%
• SOFTNESS, 42%
• KEEPS WARM/COOL, 40%
say 100%
cotton is
important
for home
textiles.
Fading/Discoloration
41%
38%
34%
Fabric Become Rough, Stiff, or Itchy
Fabric Becomes Thin
TOWELS SHEETS & BEDDING
Makes Me Sweat
37%
34%
29%
Fabric Become Rough, Stiff, or Itchy
Pilling on the Fabric
MOST COMMON ISSUES
PERFORMANCE FEATURES DESIRED
94% of consumers would pay more for at least one performance feature
Top Features (percentage who would pay more for feature):
85%
Anti-
microbial
86%
Odor
Resistance
84%
Stain
Resistance
84%
Temperature
Control
83%
Moisture
Management