CONSUMERS PREFER COTTON:RESULTS FROM THE 2018 GLOBAL LIFESTYLE MONITOR

TO LEARN MORE, PLEASE CONTACT YOUR LOCAL CCI REPRESENTATIVE. CLICK HERE TO VIEW THE LIST OF REPRESENTATIVES BY REGION.

CONSUMERS PREFER COTTON

Results of the 2018 Global Lifestyle Monitor conducted biannually by Ipsos, an international market research firm, found that the type of fiber used in clothing has a significant impact on consumer decision-making. In fact, 86% of consumers surveyed reported checking clothing labels for fiber content. In a study of over 10,000 consumers in ten of the largest consumer markets in the world (China, Colombia, Germany, India, Italy, Japan, Mexico, Thailand, Turkey, United Kingdom) in January/February 2018, 81% preferred their clothing to be made from cotton. The results of this research suggest that not only do consumers spend the time to research the type of fiber used in their clothing, but when they do, they are seeking cotton. This was true across clothing categories as 86% of consumers preferred cotton for their jeans, 76% for t-shirts, 71% for sleepwear, 62% for pants, and 58% dress shirts.

So why do consumers prefer cotton? Results from the Global Lifestyle Monitor suggest that consumer’s perceptions of cotton match their desired clothing performance characteristics. The most important characteristic consumers look for when purchasing clothing is comfort (83%), which is also the characteristic consumers are most likely to associate with cotton (69%).

Comfort 83%Fit 81%Overall Quality 78%Price 74%Color 72%Durability 72%Style 72%Finish 67%Fiber 63%Performance Features 60%Washing Instructions 55%Environmentally Friendly 48%Brand Name 46%Country Where Made 37%Endorsement 33%

Most Comfortable 69%Most Authentic 68%Most Reliable 67%Most Trustworthy 67%Most Sustainable 65%Softest 65%Lasts the Longest 55%Most Versatile 51%Holds Color Well 45%Falls Apart the Most 36%Odor Issues 33%

HOW IMPORTANT IS EACH OF THE FOLLOWING INFORMATION TO KNOW BEFORE YOU PURCHASE AN ITEM OF CLOTHING?

WHICH TYPE OF CLOTHING IS BEST DESCRIBED OR REPRESENTED BY EACH OF THE ATTRIBUTES DISPLAYED?

CONSUMERS PREFER COTTON

Consumers also associate cotton with being the most sustainable fiber (65%). When specifically asked how safe various fibers were for the environment, cotton again was perceived to be the safest (83%). Synthetic fibers such as lycra/spandex, rayon, polyester, and nylon were perceived as less safe for the environment.

TO FIND OUT MORE ABOUT U.S. COTTON’S SUSTAINABILITY STORY, CLICK HERE.

Cotton 83%

Silk 75%

Wool 74%

Lycra/Spandex 56%

Rayon 55%

Polyester 53%

Modal 53%

Tencel 52%

Nylon 49%

HOW SAFE ARE THESE FIBERS TO THE ENVIRONMENT?

CCI is an equal opportunity employer and provider.