Bath Towel Market Size

Bath Towel Market size was valued at USD 11 billion in 2023 and is anticipated to register a CAGR of over 4.8% between 2024 and 2032. Characterized by a wide range of materials, designs, and sizes, bath towels cater to diverse consumer preferences and needs. Cotton towels continue to dominate the market due to their exceptional absorbency and softness, while innovations in microfiber and bamboo fabrics offer eco-friendly alternatives with unique properties.

The market also reflects changing consumer lifestyles and preferences, with a growing demand for quick-drying, lightweight towels that enhance convenience. Manufacturers are increasingly focusing on sustainability, incorporating eco-friendly production processes and materials. A significant driver is the growing demand from the hospitality sector, where hotels, resorts, and other accommodation establishments prioritize high-quality and luxurious bath towels to enhance the overall guest experience.

According to credible sources, the global hotel industry is to experience a 6.6% growth in RevPAR (revenue per available room) in 2024. This demand for premium towels has a cascading effect on the market, influencing manufacturers to develop innovative and durable products that meet the stringent standards of the hospitality industry. Furthermore, the market is buoyed by an increased focus on personal hygiene and wellness, with consumers seeking towels that not only provide comfort but also promote a sense of cleanliness and well-being.

For instance, the global hygiene products market is projected to reach $455.1 billion by 2028, reflecting a growing demand for towels, soaps, and other hygiene essentials. As health-consciousness becomes a prevailing trend, consumers are willing to invest in bath towels made from materials that are not only soft and absorbent but also hygienic and quick-drying.

The industry heavily relies on materials such as cotton, microfiber, and bamboo, and any volatility in the prices of these key inputs can significantly impact manufacturing costs. Fluctuations in the prices of raw materials can pose challenges for both manufacturers and consumers, leading to increased production expenses and potential price hikes for end-users. Manufacturers may find it challenging to maintain stable pricing strategies, affecting their profit margins. Moreover, the uncertainty in raw material costs can hinder long-term planning and investment in the industry.

Bath Towel Market Trends

Bamboo, organic cotton, and recycled fibers are gaining popularity due to growing environmental awareness. Consumers are opting for towels that are not only soft and absorbent but also kind to the planet. For instance, in April 2021, Swaas launched bamboo bath towels to their home essentials category to meet the rising need for sustainable products. The durable and absorbent bamboo bath towels and recyclable and biodegradable bamboo cutlery are unique products for the retail segment while being eco-friendly and sustainable.

Towels with features that promote faster drying are in high demand, especially for athletes and travelers. Towels with quick drying and anti-microbial properties are gaining popularity now. For instance, in June 2021, OURA, known for infusing high-tech solutions into everyday products, launched its wellness promoting antimicrobial lifestyle product the Alta Towel. The Alta towel is engineered with CottonX, a proprietary fiber and textile technology, that helps eliminate bacteria, mold, and musty aromas by self-sterilizing and killing bacteria on contact with the compliments of copper-infused fibers.

Bath Towel Market Analysis

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Based on material the market is segmented into cotton, bamboo fiber, microfiber, and others including linen, etc. In 2023, the cotton segment notably dominated, holding the largest share of around 60%. This dominance can be attributed to several factors. Cotton towels, including variations like organic cotton, Egyptian cotton, Pima cotton, and Turkish cotton, are favored for their exceptional absorbency, softness, and durability.

Organic cotton appeals to environmentally-conscious consumers due to its sustainable cultivation methods, while Egyptian and Pima cotton are renowned for their luxurious feel and long fibers, contributing to superior quality towels. Additionally, cotton towels are widely available, offering consumers a diverse range of designs, sizes, and price points to suit their preferences and budgets.

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Based on size the bath towel market is segmented into small towels measuring 13” x 13”, medium-sized towels at 16” x 28”, large towels sized 30” x 60”, and extra-large towels measuring 34” x 72”. In the year 2023, the small towel segment emerged as the dominant force, securing the largest market share and generating an revenue of over USD 6.5 billion. This substantial market share can be attributed to the increasing demand for compact and versatile towels, especially in urban living spaces where space optimization is crucial.

Additionally, the small towel segment gained popularity due to its convenience in travel, fitness, and other on-the-go activities, making it a preferred choice among consumers seeking practicality without compromising on quality.   

Based on the price the bath towel market is segmented into low, medium, and high. In 2023, the low-priced segment emerged as the market leader, capturing over 40% of the total business share. This dominance can be attributed to several factors, including a growing price-conscious consumer base seeking cost-effective options without compromising on quality. Manufacturers within the low segment often employ efficient production methods, economies of scale, and competitive pricing strategies, making their products more accessible to a broader demographic.

Moreover, heightened competition and the availability of a wide range of affordable yet durable options contributed to the significant market share held by the low-priced segment, reflecting the dynamic nature of consumer choices in the bath towel industry.

Based on the end-use the bath towel market is categorized into residential, commercial, and institutional categories, reflecting diverse consumer needs and preferences. In 2023, the residential segment emerged as the dominant force, capturing a substantial market share of approximately 75%. This commanding presence can be attributed to several factors, including the growing focus on personal hygiene and wellness in households, the increasing number of upscale residential spaces with multiple bathrooms, and a surge in consumer demand for luxurious and aesthetically pleasing bath linens.

Based on distribution channel the bath towel market is bifurcated into online channels and offline channels. In 2023, the offline channels emerged as the dominant segment, securing the largest market share, and generating a substantial revenue of approximately USD 7 billion. This notable supremacy of offline channels can be attributed to several factors, including the widespread presence of brick-and-mortar retail stores, which provide consumers with a tangible and immediate purchasing experience. Additionally, consumers often prefer the physical examination of bath towels before making a purchase, emphasizing the importance of in-store shopping.

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The Asia Pacific region commands the largest share of the bath towel market, with a substantial market share of over 40%. This dominance can be attributed to a combination of demographic, economic, and cultural factors that collectively contribute to the region's heightened demand for bath towels. With a burgeoning population and rising disposable incomes, consumers in the Asia Pacific region increasingly prioritize personal hygiene and comfort, driving the demand for quality bath towels.

Moreover, the region's rapid urbanization has led to an expansion of modern retail infrastructure, providing consumers with convenient access to a diverse range of bath towels. Cultural practices that emphasize cleanliness and well-being also play a significant role in the high adoption of bath towels in the region.

Bath Towel Market Share

In 2023, dominant market players, including Welspun, Trident Group, 1888 Mills, Loftex, and Grace collectively holds around 15% market share. The market is currently fragmented, with many small and medium-sized players operating alongside a few larger chains. These prominent players are proactively involved in strategic endeavors like mergers & acquisitions, facility expansions, and collaborations to expand their product portfolios, extend their reach to a broader customer base, and strengthen their market position. These enterprises consistently allocate resources to research and development, aiming to enhance their designs and integrate cutting-edge technologies, ensuring they maintain a competitive edge.

Bath Towel Market Companies

Major players operating in the Bath Towel industry include:

• Elastex Ltd.
• Iris Hantverk
• Grace
• Kingshore
• Looms
• Loftex
• Nine Space
• Orahome
• Sanli
• Springs Global
• SUNVIM
• Trident Group
• Utopia Deals
• Venus Group
• Welspun
• Westpoint Home
• 1888 Mills

Bath Towel Industry News

• In January 2024, Quince launched their luxury towels to their growing portfolio of home and lifestyle products. The new line of towels includes five different styles: classic cotton, waffle terry, quick-dry ribbed, plush, and the relaunched organic waffle. All of the just-launched towels come in sizes ranging from washcloths to oversized bath sheets, with prices starting at just $30 for the smallest size.
  
• In November 2023, fashion brand Balenciaga launched a Bath Towel Skirt for $925. The piece looks closely like a quickly wrapped towel around one's waist. It is said to be a unisex product with adjustable features for customers.
  
• In April 2023, Brooklinen, the direct-to-consumer (DTC) home essentials company specializing in all things comfort, launched their first-ever GOTS® Certified Organic Cotton Collection. The launch spans the bedroom and bathroom, including sheets, duvet covers, towels, robes, and bathmats.
  
• In December 2022, Marcal Paper, a leading manufacturer of recycled and eco-friendly bath, towel, and tissue products, acquired von Drehle Corporation, a premier provider of quality towel and tissue products for the away-from-home market. Von Drehle Corporation will operate as a division of Marcal Paper. The combined company provides customers with a broad product range and enhanced scale, expanding Marcal's footprint to service customers all along the East Coast and across the country.
  

The Bath Towel market research report includes in-depth coverage of the industry, with estimates & forecast in terms of revenue (USD Million) and volume (Thousand Units) from 2018 to 2032, 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 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-Use

• Residential
• Commercial
• Institutional

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 and countries:

• North America
  • U.S.
  • Canada
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Malaysia
  • Indonesia
  • Rest of Asia Pacific 
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America 
• MEA
  • Saudi Arabia
  • UAE
  • South Africa
  • Rest of MEA