Denim is more popular than ever, with a recent global survey from Cotton Incorporated revealing that 85% of respondents love or enjoy wearing denim. The 2024 Global Denim Survey, which polled over 10,000 consumers worldwide, highlights the ongoing appeal of denim jeans in daily wardrobes across the globe.
The survey shows that comfort is the main reason people continue to choose denim, with 58% of respondents citing it as their primary motivation. Only 10% said they are wearing denim jeans less frequently. On average, consumers own about 10 pairs of denim jeans, and 62% prefer jeans made from cotton, further reinforcing the material’s enduring appeal.
Andrea Samber, director of brand partnerships for Cotton Incorporated, emphasized that the comfort, quality, and durability of cotton denim jeans continue to resonate strongly with consumers.
Cotton is a wonderful natural fiber with strong attributes, clearly resonating with global consumers, and deserving of its continued life through recycling efforts like the Cotton Lives On program.
Andrea Samber, director of brand partnerships for Cotton Incorporated
Fit remains the top factor driving denim purchases, with 87% of survey participants ranking it as their number one consideration. Comfort (85%) and quality (82%) follow closely behind in importance.
Interestingly, denim remains a product that many consumers prefer to buy in physical stores rather than online. Nearly half of the respondents (45%) said they like to purchase denim jeans in person. Over half (52%) prefer to try jeans on before buying, while 51% value the ability to find the right sizes and fits in-store. Additionally, 42% enjoy the tactile experience of feeling the fabric before making a purchase.
The survey also points to the growing popularity of denim in major fashion markets such as the UK, USA, China, Italy, India, Japan, France, and Germany, solidifying its global presence as a wardrobe staple.
