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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 industry size was worth USD 11 billion in 2023 and is projected to expand at over 4.8% CAGR between 2024 and 2032 attributed to the changing consumer lifestyles and surging preference for quick-drying and lightweight towels to enhance convenience.
Cotton bath towel segment accounted for 60% revenue share in 2023 and is anticipated to record substantial growth through 2032 owing to the increasing preference for organic cotton as it appeals to environmentally conscious consumers due to its sustainable cultivation methods.
Asia Pacific held more than 40% revenue share of the bath towel market in 2023 and is estimated to expand at a notable CAGR from 2024-2032 attributed to a combination of demographic, economic, and cultural boosting the demand for bath towels.
Some of the top firms engaged in the market are Elastex Ltd., Iris Hantverk Grace, Kingshore, Looms, Nine Space, Orahome, Springs Global, SUNVIM, Trident Group, Utopia Deals, Venus Group, Welspun, Westpoint Home, and 1888 Mills.