When consumers talk about their favorite things to wear, they mention comfort, fit and that the item makes them feel good. And more often than not, their favorite clothes are made of cotton. Even though cotton has experienced a contraction in market share, it is still something consumers want. More than one in two shoppers is willing to pay a premium for natural fibers like cotton.

Research shows more than nine in 10 consumers prefer their jeans (96 per cent), tees (96 per cent), socks (93 per cent) and casual shirts (91 per cent) be made from cotton and cotton blends. Beyond that, nearly nine of 10 (89 per cent) prefer cotton or cotton blend underwear followed by pajamas/sleepwear (86 per cent), dress shirts (78 per cent), casual slacks (74 per cent) and active wear (65 per cent).

In general, eight in 10 consumers prefer to wear cotton and cotton blends. And 79 per cent say better quality garments are made from all natural fibers like cotton. More than eight of 10 consumers describe cotton as comfortable (88 per cent), soft (85 per cent), good quality (85 per cent), casual (83 per cent), durable (82 per cent), and natural (81 per cent).