Egyptian cotton is the most recognised cotton brand in the US, a new study has found, with it topping the poll on quality for consumers.
The research, carried out by independent US-based marketing agency PBM on 522 US consumers who had recently purchased cotton goods, found Egyptian cotton was the name most people associated with quality and were prepared to pay a premium for, ahead of Pima, Turkish and Supima cotton.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
While 86% of those questioned couldn’t name an actual brand, of those who could, 95% cited Egyptian cotton, with the remaining 5% naming Pima. When asked to rate the importance of listed qualities, 52% of consumers said texture was the most important consideration when buying a cotton product, with only 2% considering products manufactured in the US as an important factor.
In terms of perceived quality, 89% placed Egyptian cotton as one of their top two choices. Pima made top two in 45% of selections, followed by Turkish cotton (35%), Supima (19%) and Sea Island cotton (12%).
“This survey underlines the strength of the Egyptian cotton brand in the mind of the consumer,” said Wael Olama, chairman of the Cotton Egypt Association (CEA).
The Cotton Egypt Association recently unveiled a new brand identity and digital platform to re-enforce Egyptian Cotton as the finest cotton in the world.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalData
