Global Lifestyle Monitor Survey Confirms Cotton As The World’s Preferred Fibre

Cotton Incorporated and COTTON USA have unveiled results from the 2025 Global Lifestyle Monitor Survey, reaffirming cotton’s dominance as the fibre of choice among consumers worldwide. Conducted across 13 countries with more than 13,000 respondents, the study highlights cotton’s continued leadership in comfort, quality and environmental trust.

The findings show that three in four (75%) consumers prefer clothing made from cotton, cotton blends, or denim, well ahead of synthetic alternatives like polyester and rayon. Consumers rated cotton garments as the most comfortable (67%), softest (66%), highest in quality (59%), most authentic (56%), and most sustainable (49%).

Over half (59%) of global consumers said they are willing to pay more for apparel made from natural fibres, citing comfort and quality as the main reasons. Moreover, 83% consider cotton and other natural fibres safe for the environment, while fewer than half view manmade fibres such as polyester or rayon as environmentally safe.

The report also reveals that 75% of consumers are interested in sustainable clothing, with most emphasizing the importance of environmental responsibility and product durability. In retail, 71% said they prefer shopping in-store to try on clothes and 56% cited feeling the fabric as a key reason, reinforcing cotton’s tactile appeal.

“On World Cotton Day, we celebrate the fibre that continues to deliver what consumers value most comfort, quality and sustainability,” said William Kimbrell, President and CEO of Cotton Incorporated.

Liz Hershfield, Executive Director of COTTON USA added, “These insights show that cotton’s natural strengths align with what consumers seek globally, authenticity, performance and products that last. As the apparel industry evolves, cotton remains central to building a more sustainable and trusted fashion future.”