Why do consumers buy new sheets?
5
77%
Average number of
sheets owned
purchase new sheets
2x/year or more
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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.
SHEETS
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
CHINA: WHAT CONSUMERS LOOK FOR IN SHEETS
34% 30%
For a new print
or pattern
For new innovations
or technoligies
For a new
color
31%
45%
prefer sheets made of cotton
What do they look for?
81%
Quality
Consumers say sheets made of cotton, compared to those made of other fibers are:
Highest
quality
67%
Most
reliable
65%
Most
sustainable
63%
Softness
76%
Softest
68% 67%
Most
comfortable
Durability to
laundering
74%
Does not
hold odor
80%
100%
Cotton
78%
Performance
features
77%