HOME TEXTILES: BATH TOWELS
• Create compelling digital content to inspire consumers to
complete their shopping journey at brick and mortar stores.
• Gain new customers by taking advantage of the lack of brand
loyalty in the bath towel market.
• Focus your marketing efforts by reminding shoppers how 100%
cotton bath towels can meet their requirements for softness,
quality, and performance.
RETAIL CHANNELS SHOPPED MOST
U.S. home textile spending amounted to $54.5 billion
in 2016 and is projected to grow by one-ﬁfth to $66.5 billion
. Bath towels are an integral part of the home textile
market, accounting for 1 in 5 home textile products imported
into the U.S. on a ﬁber weight basis
. Although consumers
are destination-speciﬁc in their bath towel purchases, they are
not loyal to one particular brand. The lackluster performance
of major retailers in recent years coupled with increased store
closures could result in opportunities for new entrants to emerge.
BATH TOWEL SHOPPING JOURNEY
% WHO PREFER THE FOLLOWING TAKE PLACE ONLINE OR
54% 23% 33%
OWNERSHIP & PURCHASE HABITS
$139.4 1.5 yrs
average # of bath
towels owned &
paid per towel
average time before
consumers shop for
3 in 5 consumers do not have a favorite brand
of bath towels.
10% specialty stores
7% online-only stores
friends or family
SOURCES OF INSPIRATION FOR BATH TOWEL PURCHASES
Sources: Cotton Incorporated 2017 Home Textiles Survey – survey of 2,000 men & women, ages 18-70 who purchase or have inﬂuence over the purchase of
home textiles. Cotton Incorporated 2016 Home Textile Audit – in-store & online retail audit of bath towels, sheets, & bedding at key mass, chain, department, &
specialty home textile retailers in the U.S. External sources: Euromonitor International
OTEXA & USDA
*percentages rounded to the nearest whole number
100% cotton bath towels remain the dominate offering at retail and the preference among consumers. In
focusing marketing efforts to remind shoppers how 100% cotton bath towels meet their requirements for
softness, quality, and performance along with secondary requirements for reliability and sustainability may be an
effective strategy to help brands appeal to consumers.
More than 9 in 10 bath towels available at key U.S.
retailers are 100% cotton.
PRIMARY PURCHASE DRIVERS
63% softness 61% quality 61% price
% SAYING THE FOLLOWING FACTORS ARE VERY
IMPORTANT TO THEIR BATH TOWEL PURCHASES...
ATTRIBUTES CONSUMERS ASSOCIATE
WITH 100% COTTON BATH TOWELS
% SAYING 100% COTTON TOWELS ARE THE MOST...
(COMPARED TO COTTON BLENDS & 100% POLYESTER)*
More than 4 in 5 consumers prefer
cotton-rich bath towels.
61% absorbency 58% no hold