INSIGHTS
COTTON INCORPORATED
SUPPLY CHAIN
HOME TEXTILES: BATH TOWELS
KEY INSIGHTS
• Create compelling digital content to inspire consumers to
complete their shopping journey at brick and mortar stores.
• Gain new customers by taking advantage of the lack of brand
loyalty in the bath towel market.
• Focus your marketing efforts by reminding shoppers how 100%
cotton bath towels can meet their requirements for softness,
quality, and performance.
RETAIL CHANNELS SHOPPED MOST
U.S. home textile spending amounted to $54.5 billion
in 2016 and is projected to grow by one-fifth to $66.5 billion
in 2030
1
. Bath towels are an integral part of the home textile
market, accounting for 1 in 5 home textile products imported
into the U.S. on a fiber weight basis
2
. Although consumers
are destination-specific in their bath towel purchases, they are
not loyal to one particular brand. The lackluster performance
of major retailers in recent years coupled with increased store
closures could result in opportunities for new entrants to emerge.
BATH TOWEL SHOPPING JOURNEY
researchbrowse
in-store
online
purchase re-purchase
% WHO PREFER THE FOLLOWING TAKE PLACE ONLINE OR
IN-STORE...
33%
67%
54% 23% 33%
46%
77%
67%
OWNERSHIP & PURCHASE HABITS
$139.4 1.5 yrs
$
average # of bath
towels owned &
used regularly
average price
paid per towel
average time before
consumers shop for
new towels
3 in 5 consumers do not have a favorite brand
of bath towels.
mass merchants36%
chain stores16%
department stores12%
10% specialty stores
7% online-only stores
retailer websites
45%
store displays
25% 22%
friends or family
18%
TV
18%
magazines
SOURCES OF INSPIRATION FOR BATH TOWEL PURCHASES
Sources: Cotton Incorporated 2017 Home Textiles Survey – survey of 2,000 men & women, ages 18-70 who purchase or have influence over the purchase of
home textiles. Cotton Incorporated 2016 Home Textile Audit – in-store & online retail audit of bath towels, sheets, & bedding at key mass, chain, department, &
specialty home textile retailers in the U.S. External sources: Euromonitor International
1
OTEXA & USDA
2
*percentages rounded to the nearest whole number
100% cotton bath towels remain the dominate offering at retail and the preference among consumers. In
fact,
focusing marketing efforts to remind shoppers how 100% cotton bath towels meet their requirements for
softness, quality, and performance along with secondary requirements for reliability and sustainability may be an
effective strategy to help brands appeal to consumers.
More than 9 in 10 bath towels available at key U.S.
retailers are 100% cotton.
PRIMARY PURCHASE DRIVERS
63% softness 61% quality 61% price
% SAYING THE FOLLOWING FACTORS ARE VERY
IMPORTANT TO THEIR BATH TOWEL PURCHASES...
ATTRIBUTES CONSUMERS ASSOCIATE
WITH 100% COTTON BATH TOWELS
% SAYING 100% COTTON TOWELS ARE THE MOST...
(COMPARED TO COTTON BLENDS & 100% POLYESTER)*
cotton/manmade
fibers blend
100% cotton
soft
polyester
authentic
high quality
comfortable
reliable
trustworthy
sustainable
durable
soft
82%
81%
80%
79%
13%
8%
78%
77%
77%
73%
69%
11%
7%
12%
7%
14%
7%
15%
8%
14%
9%
15%
9%
16%
11%
19%
12%
$
More than 4 in 5 consumers prefer
cotton-rich bath towels.
absorbent
61% absorbency 58% no hold
odor
55% durability