Cotton is the pick, says Cotton Incorporated

Consumers worldwide have said they prefer cotton for everyday wear and trust its environmental credentials according to newly published data from Cotton Incorporated.

Partnering with Cotton USA, the pair have released their findings from the 2025 Global Lifestyle Monitor Survey.

The found that 13,026 consumers across thirteen countries say, comfort, quality, and durability remain the top drivers of apparel purchases worldwide.

Other key findings were:

• 75% consumers prefer clothing made of cotton, cotton blends, or denim, overwhelmingly ahead of manmade fibres like polyester, spandex, and rayon.
• Consumers rate cotton clothing as the most comfortable (67%), softest (66%), best quality (59%), most authentic (56%), and most sustainable (49%) compared to clothing made from polyester or rayon.
• 59% are willing to pay more for clothing made from natural fibres such as cotton, citing comfort and quality as key reasons.
• 83% of consumers consider cotton to be safe for the environment, while fewer than half believe manmade fibres like rayon (48%), polyester (46%), and Tencel (41%) are environmentally safe.

Liz Hershfield, executive director at Cotton USA, said: “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.”

The release of the findings coincided with this year’s World Cotton Day on October 7.