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Consumers Prefer Cotton- Results from the 2018 Global Lifestyle Monitor


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%).

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 mostsustainable fiber (65%). When specifically asked how safevarious fibers were for the environment, cotton again wasperceived to be the safest (83%). Synthetic fibers such aslycra/spandex, rayon, polyester, and nylon were perceivedas less safe for the environment.03