Bath Towel Market Size - By Material, By Type, By Size, By Price, By End Use, By Distribution Channel, Analysis, Share, Growth Forecast, 2025 - 2034

Bath Towel Market Size

The global bath towel market was estimated at USD 11.3 billion in 2024 and is expected to grow at a CAGR of 5.1% from 2025 to 2034. The rise in awareness of personal hygiene and wellness is a significant factor propelling the market growth, owing to the increasing inclination of consumers for cleanliness, self-care, and overall well-being. The COVID-19 pandemic increased the focus on hygiene practices, resulting in a growing demand for high-quality, antibacterial, and quick-drying towels to enhance hygiene and prevent bacterial breeding. Antimicrobial treatments, silver-ion technology, and moisture-wicking functions are becoming more common in towels, as these additives provide an additional barrier against germs and odors.
 

The growing wellness and self-care movement has created a demand for luxury, spa-like towels that provide additional relaxation and comfort. Consumers are also spending on softer, fluffier, and ultra-absorbent towels made of higher-quality materials like Egyptian cotton, Turkish cotton, and bamboo fibers, for a more luxurious bath experience. Growing fitness culture (exercise towels, yoga towels) and beauty fads such as home spas have driven towel consumption — an outgrowth of at-home exercise, meditation, and skin-care practices.
 

Furthermore, based on frequent replacement of towels and standards for high hygiene, hospitality, spa and healthcare industries are furthering the growth of the market. Hotels and wellness facilities now offer clean and high-quality bath linens as per customer expectations. The e-commerce boom has only increased the pace of this trend, as consumers specifically look for hygiene-certified and wellbeing-enhancing towels on online platforms. Personal hygiene and wellness are still high on the agenda; as such, the bath towel industry is booming, with the launch of premium, health-centric, and performance-enhancing textiles helping to drive the market.
 

Bath Towel Market Trends

• A growing number of consumers are looking for bathroom towels that are environmentally friendly and sustainable, meaning that they are produced using environmentally responsible methods and ethical labor practices. More and more people are concerned with issues like climate change, water conservation, or harmful chemicals in textiles. As a result, there is a preference for towels made from organic cotton, bamboo fibers and recycled materials. Companies such as the Trident Group, Loftex, and Welspun are reacting by leveraging water-friendly dyeing processes, organic farming and recycled fibers to try to lessen their impact on the environment.
   
• Organic cotton production increased by 12% in 2023, according to the U.S. Department of Agriculture (USDA) Certifications such as Better Cotton Initiative (BCI) and OEKO-TEX® also generate buyers’ incentives; the majority of buyers prefer toxin-free and certified products. The hospitality industry — made up of operators such as hotels, spas and resorts — is helping to drive this demand by adopting eco-friendly practices to align with green branding. Moreover, the governments are encouraging sustainable textiles manufacturing. Parallax scrolling is useful as it enhances the scroll and provides a great experience for your users.
   
• Online shopping and social media are speeding up this trend, as brands publicize their eco-friendly collections to eco-conscious consumers. Because sustainability has become a major factor in making purchasing decisions, the bath towel segment is witnessing the entry of those companies that are focusing on green production and ethical sourcing, and these are growing their share in the market.
   

Bath Towel Market Analysis

Based on material, the market is segmented as cotton, bamboo fiber, microfiber, and others (linen, etc.). In 2024, the cotton segment generated a revenue of USD 6.5 billion and is expected to grow at a CAGR of around 5.4% during 2025 to 2034.
 

• Cotton is the top option in the bath towel category, as it absorbs water better, has soft feeling, high durability, and a natural texture. However, the characteristic that makes it the best choice for homes and companies is that. For the most part people want bath towels to be comfortable and useful, and cotton tick both of those boxes, remaining breathable and soft on the skin.
   
• High-Quality and organic cotton, like Egyptian, Pima and Turkish cotton, towels trends surge. Such cottons are softer, longer in fiber and stronger, appealing to the luxury classes. The U.S. played a significant role in supplying the global demand for cotton products, with the United States Department of Agriculture (USDA) estimating that 2.4 billion metric tons of U.S. cotton were exported in 2023. Moreover, eco-friendly trends have driven higher demand for organic and sustainably sourced cotton towels. Brands such as Trident Group, Loftex and Welspun have begun the eco-friendly production process, focusing on building the environment-loving customer.
   
• 100% cotton towels such as those used in the hospitality and spa industries last longer, tolerate repeated washing better and thus are a more economical option. Microfiber and synthetic towels are increasingly becoming popular owing to their speedy-drying characteristics; however, cotton towels are still the most used type of towels, purely because cotton towels are so comfortable, available, and premium. Cotton thus constitutes a growth inductive in the bath towel market.
   

Based on End-user, the market is segmented as residential, commercial and industrial. In 2024, the residential segment accounted for over 73.6% revenue share and is expected to grow at a CAGR of 5.3% till 2034.
 

• There is an increase in demand for luxuriously high quality bath towels due to homeowners shifting their focus more on comfort, luxury & hygiene. Other trends, such as home improvement, wellness and self-care, have also bolstered this growth. Consumers favor soft, absorbent, durable towels crafted from materials like Egyptian cotton, bamboo, and microfiber.
   
• Disposable personal income in the U.S. increased by 4.5% in 2023, according to the U.S. Bureau of Economic Analysis, making room for more consumer spending on higher-end home goods, such as bath towels. In addition, the growth of e-commerce has facilitated access for consumers to a variety of towels, including environmentally friendly and designer products, bolstering residential sales. The increasing demand for sustainable and organic textiles is influencing buying behaviors as well. Indeed, brands such as Loftex, Trident Group and Springs Global have made their sustainable offerings available to these environmentally conscious consumers. Infection increased hygiene awareness after the pandemic, further prompting households to replace towels more and contributing to the demand.
   

Based on the distribution channel, the market is segmented as online and offline. In 2024, the offline segment accounted for over 64.3% share and is expected to grow at the rate of 5.2% till 2034.
 

• As the majority of individuals still prefer purchasing in retail outlets for bath towels drives the expansion of the bath towel market and dominates the market by the distribution channel type. They like to touch and feel towels before purchasing to gauge for softness, absorbency and thickness. Premium bath towels fall under the trusted category, one of which is usually sold in physical stores and exclusive showrooms. That builds trust and positions expensive products right. Companies such as Welspun, Trident Group, and Springs Global team up with large retailers, including Walmart, Target, and Macy’s, to reach a larger customer base. This means brick-and-mortar channels represented around 84% of total retail sales (U.S. Census Bureau, 2023) which demonstrates that offline channels remain most relevant.
   
• The offline channel is preferred when it comes to bulk towels purchase. This enables them to negotiate improved prices as well as establishing long-term relationships with suppliers. Although online shopping continues to grow, offline stores remains dominant because (1) it allows immediate access to products, (2) it is more personalized compared to online, and (3) customers have trust in shopping face-to-face.
   

• In 2024, North America dominated the 25.9% share of the bath towel market and generated around USD 2.9 billion revenue in the same year owing to high disposable incomes lead consumers in North America to purchase premium and luxury bath towels. Another factor that boosts the demand for quality towels is hospitality, including hotels, resorts, and spas. This trend of shifting the benefits of growth further into the future is supported by the 3.5% increase in disposable personal income in the United States in 2023 according to the U.S. Bureau of Economic Analysis. Towel shoppers want softness and durability, quick-drying, and other features, and sustainability (that is, how sustainable a product is) is slowly taking its place among people’s considerations.
   
• The demand for bath towels is being fueled by rapidly developing nations such as China and India as well as sharply rising middle-class populations in those countries in the Asia-Pacific region. According to the World Bank, 65.2% of China's population lived in urban areas in 2023, reflecting the ongoing trend of moving from rural to urban living. For example, many consumers prefer the eco-friendly, antimicrobial properties of natural fiber towels, including bamboo and organic cotton towels. In addition, the growth of e-commerce has enabled people to purchase different bath towel types, resulting in sales from a flowing price stream. Given the rapid growth of e-commerce in India, which grew by 18% in 2023, according to India’s Ministry of Commerce and Industry, access to such products has further increased.
   
• The European bath towel market is also booming with an increasing demand for sustainable and ethical sourcing. According to a European Union statistic, 72% of consumers in the region consider environmental impact when making a purchasing decision. People like using towels out of organic, recycled, or eco-friendly materials. Tarters said it also reflects the increasing focus on home design, which has left people in search of fancy, luxury towels. With a surge in demand for sustainable and premium products, 2023 was a good year for the European textile and clothing industry with revenue rising 4%, according to Eurostat. Additionally, market growth is fueled by well-known regional textile brands and luxury homeware shops.
   

Bath Towel Market Share

• The top five bath towel manufacturers—Welspun, Trident Group, 1888 Mills, Loftex, and Grace—together account for 15% of the market, which can be attributed to overlapping geographic and sales channel dominance across various product segments. They lead with a combination of global retail and institutional partnerships, innovation, sustainability initiatives and cost efficiency. Welspun and Trident Group are major suppliers to retailers including Walmart, Costco, Macy’s and Target; 1888 Mills commands the U.S. institutional market, especially for hospitality and health care.
   
• Innovation also has a huge part to play, with Welspun’s HygroCotton making for highly absorbent materials and Loftex leading the way when it comes to eco-friendly dyeing processes. Water usage is a major differentiator in textiles, with Loftex and Grace leading the pack in water-efficient and recycled textiles, and 1888 Mills delivering Made-in-USA towels while also supporting the Better Cotton Initiative (BCI). Vertical integration: Trident Group and Grace both control the entire supply chain, from cotton harvesting to towel finishing processes. These companies also operate in mass-market, premium and institutional segments, overlapping sales and producing an inflated calculation of total market share.
   

Bath Towel Market Companies

Major players operating in the bath towel industry are:

• 1888 Mills
• Elastex
• Grace
• Iris Handcraft
• King Shore
• Loftex
• Looms
• Nine Space
• Orahome
• Sanli
• Springs Global
• Sunvim
• Trident Group
• Utopia Deals
• Venus Group
   

Top bath towel manufacturers, including 1888 Mills, Elastex, Grace, Iris Handcraft, King Shore, Loftex, Looms, Nine Space, Orahome, Sanli, Springs Global, Sunvim, Trident Group, Utopia Deals, and Venus Group, compete by offering a variety of products and using strategies to stay ahead. 1888 Mills focuses on Made-in-USA towels and serves the hospitality and healthcare sectors, promoting sustainability through the Better Cotton Initiative (BCI). Elastex is known for microfiber towels with antimicrobial and quick-drying features, designed for sports and travel. Grace and Loftex lead in eco-friendly production, using water-saving dyeing methods and recycled materials. Luxury brands like Iris Handcraft and Nine Space target high-end customers with organic, bamboo, and handmade designs.
 

Mass-market brands like King Shore, Orahome, Sanli, and Sunvim succeed with cost-effective, large-scale production and strong sales in China. Springs Global, a major textile company in Latin America, stands out with design innovation and retail partnerships. Trident Group, a global leader in terry towels, offers competitive prices and uses water-saving technologies and vertical integration to support sustainability. Utopia Deals focuses on e-commerce, selling affordable towels on platforms like Amazon. Venus Group specializes in textiles for hotels and healthcare, ensuring durability and quality.
 

Bath Towel Industry News

• January 2024 marked the launch of Quince’s luxury towels to their ever-growing collection of home and lifestyle goods. There are five new styles of towels: classic cotton, waffle terry, quick-dry ribbed, plush and the relaunch of organic waffle. The newly launched towels are available in sizes from washcloths to oversized bath sheets, with pricing starting from $30 for the smallest size.
   
• In November 2023, Balenciaga released a Bath Towel Skirt for $925. The piece resembles a towel hastily wrapped around the waist. It is a unisex product and allows customers to adjust aspects of it.
   
• In April 2023, Brooklinen, the DTC home essentials brand, known for their all things comfort, just launched their first-ever GOTS® Certified Organic Cotton Collection. The launch covers the bedroom and bathroom with sheets, duvet covers, towels, robes and bathmats.
   
• In December 2022, Marcal Paper, a premier manufacturer of recycled and sustainable bath, towel, and tissue products, acquired von Drehle Corporation, a leading provider of quality towel and tissue products for the away-from-home market. Von Drehle Corporation will function as a division of Marcal Paper. The combined company offers customers a wide breadth of product selection, enabling greater scale and customer service — extending Marcal’s reach from the East Coast to all 50 states.
   

The bath towel market research report includes in-depth coverage of the industry with estimates & forecasts in terms of revenue ($ Mn/Bn) and Volume in Thousand Units from 2021 to 2034, for the following segments:

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Market, By Material

• Cotton
  • Organic cotton
  • Egyptian cotton
  • Pima cotton
  • Turkish cotton 
• Bamboo fiber
• Microfiber
• Others (linen, etc.)

Market, By Type

• Plush Bath Towel
• Bamboo Filter Bath Towel
• Velvet Bath Towel
• Microfiber Towel
• Turkish Cotton Bath Towel
• Others

Market, By Size

• Small (13” x 13”)
• Medium (16” x 28”)
• Large (30” x 60”)
• Extra Large (34” x 72”)

Market, By Price

• Low
• Medium
• High

Market, By End-user

• Residential
• Commercial
• Industrial

Market, By Distribution Channel

• Online channels
  • E-commerce
  • websites        
• Offline channels
  • Specialty stores
  • Mega retail stores
  • Others (departmental stores, wholesalers, etc.)

The above information is provided for the following regions:

• North America
  • U.S.
  • Canada 
• Europe
  • UK
  • Germany
  • France
  • Italy
  • Spain
  • Russia
  • Nordics
• Asia Pacific
  • China
  • India
  • Japan
  • Australia
  • South Korea
  • Southeast Asia
• Latin America
  • Brazil
  • Mexico
  • Argentina
• MEA
  • UAE
  • South Africa
  • Saudi Arabia