Nearly half of of consumers wearing jeans more regularly than ever: Cotton Inc survey

Nearly half of global consumers (48%) report wearing jeans more regularly than ever before, according to the 2024 Global Denim Survey released by Cotton Incorporated. 

Based on responses from over 10,000 consumers across 13 countries, the report confirms that denim remains a beloved staple, with 85% of respondents saying they love or enjoy wearing it.

Comfort emerged as the top reason people reach for their jeans, with 58% citing it as the primary motivator. The survey also found that global consumers own an average of 10 pairs of jeans, and 62% prefer their jeans to be made of cotton. 

In terms of shopping preferences, 45% of respondents prefer to buy jeans in physical stores, with over half saying they like to try on jeans before purchasing (52%), ensure the right fit (51%), and assess the fabric by touch (42%).

“Thanks to our comprehensive international consumer survey data, we can confirm that global consumers are increasingly choosing to wear denim jeans,” said Andrea Samber, director of brand partnerships for Cotton Incorporated. 

“Data demonstrates the majority of consumers love their cotton denim jeans for comfort, quality and durability. Cotton is a wonderful natural fibre with strong attributes, clearly resonating with global consumers, and deserving of the extension of its life through recycling efforts like the Cotton Lives On programme.”