Cotton Incorporated and COTTON USA have released the results of the 2025 Global Lifestyle Monitor Survey, highlighting cotton’s continued popularity among consumers worldwide. The survey included responses from over 13,000 consumers in thirteen countries and was published to coincide with World Cotton Day on October 7.
The survey found that comfort, quality, and durability are the primary factors influencing clothing purchases globally. Seventy-five percent of respondents said they prefer clothing made of cotton, cotton blends, or denim, a figure significantly higher than those who prefer synthetic fibers such as polyester, spandex, or rayon.
William Kimbrell, president and chief executive officer at Cotton Incorporated, commented on the findings: “On World Cotton Day, we recognize the fiber that continues to appeal most to consumers around the globe. 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.”
According to the survey results, consumers rated cotton clothing highest for comfort (67 percent), softness (66 percent), quality (59 percent), authenticity (56 percent), and sustainability (49 percent) when compared with clothing made from synthetic materials. More than half of global consumers indicated a willingness to pay more for garments made from natural fibers like cotton. Their reasons centered around comfort and quality.
Environmental concerns also influenced preferences. Eighty-three percent of those surveyed believe cotton is environmentally safe, compared with less than half who consider synthetic fibers such as rayon (48 percent), polyester (46 percent), or Tencel (41 percent) as safe for the environment.
Interest in sustainable apparel remains strong; seventy-five percent expressed an interest in sustainable clothing options. Among these respondents, 21 percent view it as essential while 54 percent consider it “nice to have.” The survey also revealed that tactile experiences matter: most consumers cited trying on clothing (71 percent) and feeling fabric texture (56 percent) as main reasons for shopping in-store—factors that favor natural fibers like cotton.
Liz Hershfield, Executive Director at COTTON USA 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 shifting consumer habits and tighter economic conditions, cotton’s durability and versatility make it a smart choice for building products that last, resonate globally, and meet sustainability goals.”
Cotton Incorporated serves as a research and promotion organization funded by U.S. cotton growers and importers of Upland cotton products. The not-for-profit conducts over 450 research projects annually focused on areas such as agricultural innovation and market data analysis.
COTTON USA is the international brand representing Cotton Council International—the export promotion arm of the National Cotton Council of America—with operations in more than 50 countries promoting U.S.-grown cotton worldwide through partnerships with mills, manufacturers, retailers, associations, and government agencies.
