SHOPPING TRENDS
64%
Feel very/somewhat optimistic
about their financial situation
Top Retailers Shopped for Clothing
Top Sources of Inspiration
DRIVERS OF CONSUMERS’ PURCHASES
Top Drivers
Fit
Comfort
Quality
Cotton is the most…
COTTON PREFERENCE
Top Preferred Materials
Prefer cotton, cotton
54%
blends or denim
SUSTAINABILITY
Sustainability Importance
Safe for the Environment (% Safe)
CHINA • COLOMBIA • GERMANY • INDIA • INDONESIA • ITALY • JAPAN • MEXICO • THAILAND •
TURKEY • VIETNAM • UK • US
Source: Cotton Council International and Cotton Incorporated’s Global Monitor Survey, a biennial
consumer research study. In the 2023 survey approximately 13,000 consumers (1,000 consumers in each of
13 countries) were surveyed.
© 2024 COTTON COUNCIL INTERNATIONAL AND COTTON INCORPORATED’S GLOBAL
LIFESTYLE MONITOR SURVEY
38%
Cotton
21%
Denim /
Jeanswear
Reasons Willing to Pay More for Cotton
Concerned about
Environmental Change
GLOBAL LIFESTYLE MONITOR:
GLOBAL (WITH USA)
80%
Online only
store
63%
Department
Store
(In-Store)
58%
Multi-Channel Retailer
(In-Store)
81%
Prefer trying on in-store
76%
Prefer browsing online
52%
People
(family/friends/people on street)
47%
Traditional media
(TV/movies/magazines/celebrities)
52%
Social media
(sites/blogs/vlogs)
65%
Comfortable
56%
High
Quality
63%
Soft
61%
Quality
66%
Comfort
55%
Are willing to pay more
for natural fibers such
as cotton
15%
Cotton
blends
Only purchase sustainable
clothing
Sustainability is a nice to
have
I don’t care if clothing is
sustainable
I don’t know how to tell if
clothing is sustainable
23%
53%
11%
13%
78%
69%
60%
54%
38%
37%
32%
Cotton Wool Hemp Rayon Tencel Polyester