A recent global survey conducted by Cotton Incorporated and Cotton USA reveals that cotton remains the preferred fiber across the globe, with 75% of consumers choosing garments made from the seed-hair fiber, its blends, or denim.
The findings of the 2025 Global Lifestyle Monitor Survey are based on responses from 13,026 consumers in 13 different countries. Released to coincide with World Cotton Day on October 7, the survey highlights consumer preferences and attitudes.
Comfort, quality, and durability are identified as the key drivers behind clothing purchases, reinforcing cotton’s position as the top natural choice among consumers from diverse backgrounds.
William Kimbrell, president and CEO of Cotton Incorporated, remarked, “Comfort and quality remain top priorities for consumers, and cotton delivers on both, naturally. The latest data from the Global Lifestyle Monitor Survey confirms that cotton is the fiber of choice for consumers for everyday wear, performance, and sustainability.”
Key Findings from the Survey
The survey indicates that 67% of participants consider cotton clothing the most comfortable. Additionally, 66% regard it as the softest material, while 59% believe it offers the best quality. Furthermore, 56% of respondents find cotton to be the most authentic fiber, with 49% thinking it is the most sustainable when compared to polyester or rayon options.
Moreover, the study reveals that 59% of consumers globally are willing to pay more for clothing made from natural fibers like cotton. This willingness is primarily driven by the comfort associated with cotton, as noted by 66%, and the enhanced quality appreciated by 63%.
A significant 83% of consumers view cotton and other natural fibers as environmentally friendly, whereas fewer than half share the same sentiment about synthetic fibers, including rayon (48%), polyester (46%), and Tencel (41%).
In terms of sustainability, 75% of consumers express interest in clothing that offers sustainable features. Out of these, 21% consider it essential, while a majority of 54% regard it as a desirable characteristic.
Consumers have indicated that the main reasons for preferring in-store shopping include the ability to try on clothes, cited by 71%, and the opportunity to feel the fabric, mentioned by 56%.
The results of the survey indicate clear consumer preferences for cotton clothing, highlighting its significance in the fashion industry.
Liz Hershfield, executive director of Cotton Council International (CCI), which oversees the COTTON USA brand, stated, “This year’s Global Lifestyle Monitor findings show that cotton’s strengths – comfort, quality, and environmental trust – are exactly what consumers are seeking, no matter where they live.
“As brands and retailers adapt to changing consumer behaviors and tighter economic conditions, cotton’s durability and versatility make it a smart choice for creating products that last, resonate globally, and meet sustainability goals.”
These insights reflect ongoing consumer preferences for cotton clothing, positioning it as a dominant player in the evolving landscape of fashion textiles.
