Towel Market - By Type, By Material, By Price, By End Use, By Distribution Channel & Forecast 2024 – 2032

Towel Market Size

The global towel market size was valued at USD 16.3 billion in 2023 and is estimated to grow at a CAGR of 5.2% from 2024 to 2032. The global expansion of the hospitality and tourism sectors is significantly driving the market. Hotels, resorts, spas, and fitness centers increasingly require high-quality towels to enhance customer experience.
 

As travel and tourism continue to recover and expand post-pandemic in 2024, the demand for luxury and durable towels is expected to rise substantially. This trend is particularly prominent in the Asia-Pacific region, where tourism is booming, and in developed markets such as North America and Europe, where there is a preference for premium products.
 

Increased awareness of personal hygiene and cleanliness, especially following the COVID-19 pandemic, has led to a higher demand for towels across both residential and commercial sectors. Consumers are now more inclined to replace towels frequently, opting for high-quality, antimicrobial, and eco-friendly options. This trend is particularly evident in urban areas, where disposable income and awareness levels are higher. The global shift towards sustainability is driving the demand for eco-friendly towels made from organic cotton, bamboo fibers, and recycled materials.
 

Consumers are becoming more environmentally conscious and willing to pay a premium for products that minimize ecological impact. This trend is supported by government regulations and corporate commitments to sustainable practices, particularly in regions like Europe and North America, where environmental concerns heavily influence consumer behavior.
 

Towel Market Trends

Consumers are increasingly opting for towels made from sustainable materials such as organic cotton, bamboo fibers, and recycled textiles. This trend is driven by growing environmental awareness and a preference for products that minimize ecological impact. For example, in April 2021, Swaas introduced bamboo bath towels to meet the rising demand for eco-friendly home essentials. Advancements in textile technology have led to the development of towels with enhanced features, including quick-drying capabilities and antimicrobial properties. These innovations cater to active lifestyles and health-conscious consumers. For instance, in June 2021, OURA launched the Alta Towel, engineered with CottonX technology, which incorporates copper-infused fibers to eliminate bacteria and odors.
 

The global towel market relies heavily on raw materials such as cotton, bamboo, and microfibers, which are susceptible to price fluctuations. Factors such as changing weather patterns, geopolitical tensions, and supply chain disruptions can lead to inconsistent raw material availability and increased costs. These price variations directly impact production expenses, compelling manufacturers to either absorb the costs or pass them on to consumers, potentially affecting demand. The market faces intense competition, particularly in established regions like North America and Europe, where numerous players vie for market share. Furthermore, the presence of low-cost manufacturers from the Asia-Pacific region, especially China and India, increases pricing pressure, potentially reducing profit margins for premium brands.
 

Conversely, emerging economies in the Asia-Pacific and Latin America are experiencing increased consumer spending power, leading to higher demand for quality home textiles, including towels. Rapid urbanization fosters modern lifestyles, boosting the need for premium and diverse towel products in residential and commercial settings. Developing towels with features such as quick-drying capabilities, antimicrobial properties, and superior absorbency can cater to health-conscious and active consumers.
 

Towel Market Analysis

Based on type segment, the market is segmented into bath towels, hand towels, kitchen towels, and others. The bath towels segment holds the maximum share in the market and dominates the market with a revenue of 9.2 billion in 2023 and is anticipated to grow with a CAGR of 5.4% during the forecast period. Bath towels hold the largest share in the market. Their widespread use in both residential and commercial sectors, such as hotels and spas, contributes to their dominance. The increasing focus on personal hygiene and the expansion of the hospitality industry further bolster their demand.
 

Based on the distribution channel of the towel market, it is bifurcated into online and offline. The offline segment accounts for the major share of the market with 71.4% of the total market share and is expected to grow at a CAGR of 5.2% over the forecasted years. The offline distribution channel continues to dominate the global market, owing to its ability to offer tangible, personalized shopping experiences and immediate product availability. Despite the growing penetration of online retail, offline channels such as hypermarkets, specialty stores, department stores, and wholesale outlets remain the preferred choice for many consumers.
 

The U.S. dominated the towel market with a share of 74.9% of the total market share in North America in 2023 and is expected to grow at a CAGR of 5% during the forecast period. The U.S. holds a leading position in the North America market, driven by its robust consumer base, high disposable income levels, and well-developed retail and hospitality sectors.
 

North America: In terms of country, the U.S. dominated the towel market with a share of around 74.9% of the total market share in North America in 2023 and is expected to grow at a CAGR of 5% during the forecast period. The U.S., with one of the highest per capita incomes globally, enables consumers to invest in premium and luxury home textile products, including towels. Furthermore, the U.S. hosts a thriving hospitality sector, comprising thousands of hotels, spas, and resorts.
 

Europe: The European towel market is expected to grow at a CAGR of 5.2% over the forecast period. Germany leads the European market, supported by its robust economy, advanced manufacturing capabilities, and a consumer base that prioritizes high-quality home textiles. German consumers prefer premium products, often choosing towels made from organic and eco-friendly materials such as organic cotton and bamboo fibers, reflecting the nation's growing environmental awareness. The presence of established home textile manufacturers and suppliers in Germany further strengthens its market leadership, addressing both domestic and export demands across Europe.
 

Asia Pacific: China dominated the towel market in the Asia Pacific region with a market share of around USD 32.1% in 2023 and is anticipated to grow at a CAGR of 6% during the forecast period. China's dominance in the Asia-Pacific market results from its extensive manufacturing capabilities, broad export network, and rising domestic demand. As the world's largest textile producer, China capitalizes on economies of scale, low production costs, and advanced manufacturing technologies. These factors enable the production of towels in large quantities and varying quality levels. Consequently, Chinese towels are highly competitive in terms of price and availability, catering to both global and regional markets.
 

Towel Market Share

The market is characterized by fragmentation, with numerous regional and global players employing diverse strategies to capture market share. Together these companies hold a market share of 5%-10% of the total market. The fragmented market sees players adopting strategies like product innovation, eco-friendly manufacturing, personalized offerings, strategic partnerships, aggressive pricing, extensive distribution networks, online retail expansion, and branding for differentiation.
 

Towel Market Companies

Major players operating in the towel industry are:

• 1888 Mills
• Alok Industries
• Feroze1888 Mills
• Himatsingka Linens
• Indus Home
• Izawa Towel
• Loftex China
• Möve Frottana
• Noman Group
• Standard Textile
• Sunvim
• Trident
• Welspun
• WestPoint Home
• Zorlu Textiles
   

Towel Industry News

• In July 2021, Riegel Linen, T-Y Group, and Harbor Linen (formerly a division of Bed Bath & Beyond, Inc.) completed a merger to form a unified entity named 1Concier. This strategic consolidation combines the strengths of the three legacy companies, leveraging their heritage of high service standards and entrepreneurial spirit. The new brand aims to provide superior linen products and solutions tailored to the hospitality and healthcare industries, ensuring comfort and memorable guest experiences.
   
• In April 2021, Swaas launched its new range of Bamboo Bath Towels and Bamboo Cutlery. These eco-friendly products are designed to meet the growing demand for sustainable and biodegradable alternatives in home essentials and dining solutions. The Bamboo Bath Towels are crafted for superior absorbency, softness, and durability, offering a natural and environmentally conscious option for daily use. Bamboo Cutlery is aimed at reducing single-use plastics, providing a reusable, lightweight, and eco-friendly solution for modern households. This launch aligns with Swaas' commitment to sustainability and innovation in promoting a greener lifestyle.
   

The towel market research report includes in-depth coverage of the industry, with estimates & forecasts in terms of revenue (USD Billion) and Volume (Million Units) from 2021 to 2032, for the following segments:

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Market, By Type

• Bath towels
• Hand towels
• Kitchen towels
• Others

Market, By Material

• Paper
• Cotton
• Linen
• Microfiber towels
• Others

Market, By Price

• Low
• Medium
• High

Market, By End-Use

• Residential
• Commercial
• Industrial

Market, By Distribution Channel

• Online
  • E-commerce site
  • Company website 
• Offline
  • Specialty stores
  • Supermarkets/Hypermarkets
  • Others

The above information is provided for the following regions and countries:

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