Why do consumers buy new sheets?
6
55%
U.K.: WHAT CONSUMERS LOOK FOR IN SHEETS
SHEETS
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
64% 24%
To replace
old ones
For a new
color
For a new
style
29%
Average number of
sheets owned
purchase new sheets
2x/year or more
For More Information Contact: Corporate Strategy & Insights at [email protected]
Cotton Incorporated’s 2024 Global Home Textiles Survey, conducted on December 30-31, 2024 among N=7,163 consumers in China, Germany, Mexico, U.K., and U.S.
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2025 Cotton Incorporated.
70%
prefer sheets made of cotton
What do they look for?
Softness
Does not
hold odor
Durability to
laundering
How long it
lasts
68%
68%
66%
72%
Consumers say sheets made of cotton, compared to those made of other fibers are:
Highest
quality
86%
Most
reliable
81%
Most
sustainable
78%
Softest
83%86%
Most
comfortable
Lasts the
longest
78%
Price
67%
78%
Quality