In the shifting landscape of fibre preference, cotton has once again affirmed its primacy in the wardrobes of global consumers. A landmark survey commissioned by Cotton Incorporated and COTTON USA—conducted across 13 countries and involving some 13,026 respondents—reveals that 75 percent of consumers today either favour garments made of cotton, its blends or denim over man-made alternatives
This renewed affirmation of cotton’s dominance is no mere fluke of timing. The 2025 Global Lifestyle Monitor™ survey places comfort, quality, and durability at the heart of purchasing decisions, and cotton checks every box. Two-thirds of respondents ranked cotton clothing the most comfortable, while 66 percent called it the softest. Around 59 percent judged cotton garments to be of superior quality, and more than half saw cotton as the most “authentic” fabric choice. Nearly half also tagged it as the most sustainable option compared to synthetics like polyester or rayon.
What is perhaps more striking is the price elasticity implied by the findings- 59 percent of consumers worldwide say they are willing to pay more for clothes crafted from natural fibres such as cotton. Their justification? A belief in superior comfort (66 percent) and durability/quality (63 percent).
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Meanwhile, 83 percent of consumers globally consider cotton and other natural fibres environmentally safe—far exceeding the trust placed in synthetic or semi-synthetic fibres (48 percent for rayon, 46 percent for polyester, and 41 percent for Tencel).
In a moment when sustainability concerns are increasingly influencing purchase decisions—75 percent of consumers report interest in clothing with sustainable attributes (21 percent see it as essential, 54 percent as desirable)—cotton gains a further edge.
The tactile advantage of cotton also shows itself in shopping behaviour- 71 percent of consumers identify trying on garments in store as a reason to prefer physical retail, while 56 percent cite the benefit of touching the fabric.
The implications for brands, retailers, and the entire textile supply chain are substantial. As inflationary pressures squeeze consumers’ wallets, the fact that cotton inspires both emotional and rational loyalty places it among the safest bets for achieving both short-term sales and long-term brand value. Cotton’s durability and versatility make it a smart foundation upon which to build sustainable, high-performance, and globally resonant fashion lines.
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Industry leaders believe the findings offer crucial guidance for brands and retailers. Cotton Incorporated president and CEO William Kimbrell noted that “comfort and quality remain top priorities for consumers, and cotton delivers on both, naturally.”
Similarly, Liz Hershfield, Executive Director of Cotton Council International (CCI), emphasized that cotton’s “strengths—comfort, quality, and environmental trust—are exactly what consumers are seeking, no matter where they live.”
Yet the path forward is not without challenges. Reports such as the 2025 Cotton Rankings by Solidaridad and Good On You highlight that a lack of transparency in sourcing, and persistent dependence on uncertified or synthetic blends, have limited the full potential of sustainable cotton adoption.
For cotton to fulfill the promise the survey suggests, stakeholders throughout the chain must deepen investments in traceability, certification, regenerative agriculture, and closed-loop recycling.
Still, as we observe World Cotton Day, the latest insights make one fact abundantly clear that the world may waver on materials, trends, and technologies, but consumers still choose cotton — not out of tradition, but by conviction.
