Eighty-five percent of consumers in India will pay more for apparel made from natural fibers like cotton. The finding comes from research by Cotton Council International and Cotton Incorporated.

Data from the 2025 Global Lifestyle Monitor survey of 13,026 respondents clashes with factory reality. Synthetic petroleum-based materials account for nearly 70 percent of global textile fiber production today.

Across the globe, 75 percent of shoppers prefer garments made from cotton, cotton blends or denim over synthetics. Only 7 percent prefer polyester, followed by spandex at 5 percent and rayon at 4 percent. Willingness to pay a premium for natural fibers reached 59 percent globally and 66 percent in Mexico. India recorded the highest willingness worldwide.

Asian garment manufacturers, spinning mills and retail brand buyers now face a sharp split between cost control and shopper sentiment. Sourcing teams across regional hubs have bought cheaper polyester and synthetic blends to protect margins against price swings. Yet consumer demand in major regional retail markets tilts toward breathability, durability and lower environmental impact.

Brands that rely primarily on synthetic inputs risk alienating shoppers who distrust petroleum-based fabrics. The survey showed that 83 percent of respondents view cotton and other natural fibers as safe for the environment. Fewer than half held that view for rayon at 48 percent, polyester at 46 percent and Tencel at 41 percent.

Jesse Daystar, vice president and chief sustainability officer at Cotton Incorporated, presented field data tracking operational shifts among American growers who supply raw fiber to Asian textile mills.

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