CONSUMER OUTLOOK
2026
COTTON INCORPORATED’S SUPPLY CHAIN INSIGHTS
For More Information Contact: Corporate Strategy & Insights at [email protected]
Cotton Incorporated’s 2026 New Year Survey (U.S.), n=891
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2026 Cotton Incorporated.
NEW YEAR’S RESOLUTIONS:
53%
say they’ve made a New Year’s resolution for 2026
52%
They resolve to improve:
Physical health
51%
Finances
49%
Mental health
46%
Physical appearance
(lose weight, dress more fashionably)
62%
Sweatpants,
sweatshirts,
or joggers
56%
T-shirts
55%
Activewear
49%
Blouses, polos,
or button-downs
TOP CLOTHING
PURCHASES
WARDROBES ARE CHANGING, AND
COMFORT IS KEY
say they’ll
reconsider
their
wardrobe
this year
45%
55%
55%
33%
Gen Z
Millennials
Gen X &
Boomers
Consumers
describe their 2026
clothing style:
comfortable
casual
52%
45%
Clothing styles
are becoming:
More
comfortable
More
presentable
Less
dressy
54%
39%
35%
A MORE SUSTAINABLE 2026?
Consumers are looking for resources to:
42%
Extend the life
of products
by learning to
repair and
repurpose
42%
Make it easier
to recycle,
compost, or
repurpose
items
40%
Help
conserve
water or
energy
31%
Point to more
environmentally
-friendly
purchases
say sustainability is very
important for their New
Year’s resolutions.
48%
Consumers are considering:
Purchasing products
that are more
durable/longer lasting
Recycling,
composting, or
repurposing items
Conserving water or
energy in their home
37%
36%
34%
say they have or
will clean out
their closets this
time of year.
55%
36%
41%
2025
2026
Clothing is the most popular item purchased
to help consumers with their resolutions.