The 2025 Global Lifestyle Monitor Survey encompass responses from 13,026 consumers across 13 countries. Its findings have been released in conjunction with World Cotton Day on 7 October.
According to the survey, comfort, quality, and durability are the primary factors influencing clothing purchases. This consolidates cotton’s status as the preferred natural option among consumers of various backgrounds.
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Cotton Incorporated president and CEO William Kimbrell said: “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 fibre of choice for consumers for everyday wear, performance, and sustainability.”
Key findings from the survey
As stated by the survey, 67% of the respondents voted for cotton clothing as the most comfortable. The fibre has been voted as the softest by 66%, while 59% of the respondents say that it is the best quality. Also, the survey revealed that cotton is most authentic for 56% of the respondents, and most sustainable for 49%, compared to polyester or rayon clothing.
The study also found that more than half of consumers worldwide, representing 59%, are prepared to spend extra on clothing crafted from natural fibres, including cotton. They attribute their willingness to the increased comfort, as indicated by 66%, and improved quality, as mentioned by 63%.
A significant majority of consumers, accounting for 83%, perceive cotton and other natural fibres as environmentally safe. In contrast, fewer than half hold this belief for synthetic fibres such as rayon (48%), polyester (46%), and Tencel (41%).
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By GlobalDataWhen it comes to sustainability, 75% of consumers worldwide show an interest in clothing with sustainable attributes. Of these, 21% deem it crucial, while a majority of 54% consider it a desirable attribute.
Consumers indicate that the primary motivations for favouring in-store shopping are the ability to try on garments, as stated by 71%, and to touch the material, as expressed by 56%.
Liz Hershfield, the executive director of Cotton Council International (CCI), which owns the COTTON USA brand, said: “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.”
