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Bath Towel Market Size, Share & COVID-19 Impact Analysis, By Material (Bamboo Fiber, Cotton, Micro Fiber, and Others), Distribution Channel (Offline and Online), and Regional Forecast, 2023-2030

Last Updated: May 06, 2024 | Format: PDF | Report ID: FBI103899



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The global bath towel market size was valued at USD 10.66 billion in 2022 and is projected to grow from USD 11.03 billion in 2023 to USD 14.92 billion by 2030, exhibiting a CAGR of 4.41% over the forecast period.

A bath towel ranks among the most essential consumer goods, used daily and found in almost every household. It is valued for its ease of use, absorbency, durability, and drying capabilities, making it preferable over alternative products. The growing demand for bath towels is from personal and other industries such as hotels, fitness clubs, and hospitals, propelling the market's growth. Additionally, the increasing trend of home swimming pool installations further boosts demand for towels used to keep bodies dry. Simultaneously, the spa industry is experiencing rising demand for high-quality, luxurious towels to enhance the overall spa experience for consumers. Spa visitors expect soft, absorbent towels that complement their treatments prompting spas to invest in premium-quality towels to meet these expectations. This surge in demand has led to a growing market for specialized spa towels.

COVID-19 Impact

Supply Chain Management Disruptions and Increased Awareness about the Disease Created Mixed Impact

The COVID-19 pandemic had a mixed impact on this market. Production came to a standstill as manufacturing facilities shut down operations. Industry participants faced production barriers due to disruptions in supply chain management and raw material procurement. Initially, demand declined significantly due to lockdowns, travel restrictions, and halted operations in industries such as hospitality, spas, tourism, and hotels, among others. The increase in unemployment, coupled with reduced consumer spending, weakened the demand for the product. Irregular cash flows were observed among manufacturers, suppliers, distributors, and buyers as they struggled to make payments. Sales were hampered due to the closure of specialty stores, supermarkets, and hypermarkets.

However, as awareness regarding the disease increased, hygiene practices became a priority, boosting the demand for the product, particularly in residential applications. Post-pandemic, various market players are adopting multiple growth strategies to recover from revenue losses incurred during COVID-19 and to minimize the operational impact of uncertainties on the market. Additionally, in response to the pandemic, industry participants emphasized their online marketing tactics and social media presence to maintain a strong foothold in the market, as offline stores were shut down across countries.

Bath Towel Market Trends

Blend of Style, Sustainability, and Functionality are Trending Aspect

The latest trends in the market focus on sustainability, design simplicity, enhanced functionality, and personalization. These bathing towels cater to the evolving preferences and needs of consumers, including these towels for kids, making the post-bathing experience more comfortable and environmentally responsible. Moreover, eco-friendly towels, including hand towels made from organic cotton, bamboo, and recycled materials, have gained popularity. Consumers are increasingly conscious of their environmental impact and opt for towels that are soft for the skin and the planet. Additionally, minimalist designs with simple patterns or solid colors are on-trend as they add a touch of elegance to the bathroom and coordinate well with various décor styles.

Towels with quick-drying properties are in high demand. These towels are designed to absorb moisture efficiently while drying faster, reducing the risk of musty odors and bacterial growth. Furthermore, lightweight, plush towels with luxurious textures are sought after, offering an experience similar to a spa after every bath or shower. Towels with extra-large sizes offer more coverage and comfort, making them a favorite among consumers seeking a cozy, wrap-around experience. Moreover, customized monogrammed towels are gaining popularity as they allow individuals to add a personal touch to their bathroom décor. Additionally, smart towels now come with embedded RFID tags for tracking and laundering efficiency, while others offer antibacterial properties.

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Bath Towel Market Growth Factors

Growing Demand for Bath Towels from End-use Industries to Propel the Market Growth

The heightened demand for this product across various end-use industries is closely linked to their commitment to providing superior comfort and promoting sustainability, making quality bath towels an integral part of their service offerings. Sectors such as hospitality, hotels, and the spa industry place a premium on delivering exceptional comfort and a luxurious experience to their clientele, making high-quality products a fundamental part of their offerings. Hotels and resorts aim to craft a memorable stay for their guests, and plush, soft towels are a cornerstone of this experience. Similarly, spa enthusiasts expect nothing less than the finest towels to elevate their relaxation and pampering sessions. There is an increasing demand for durable and easy-to-maintain towels in the hospitality industry, as these establishments require products that can withstand frequent use and laundering without compromising quality. Additionally, the shift toward eco-friendly and sustainable products has prompted hotels and spas to adopt towels made from organic and recycled materials, aligning with their commitment to responsible business practices. This, consequently, propels the market growth.

New Product Launches to Intensify Product Demand

Manufacturers are emphasizing the launch of new products in response to the ever-rising consumer needs and shifts in behavior. Leading market players are striving to enhance softness and product quality, dedicating efforts to research and development to create new, designer, and luxurious offerings. For instance, in April 2021, Swaas, a manufacturer and exporter of home linens, introduced eco-friendly products in its home essentials category to meet the growing demand for sustainability. Additionally, the company has launched durable and absorbent bamboo products.

Consumers now expect a broader range of innovative products from reputable brands they can trust to meet their daily needs. As a result, various organic and inorganic growth strategies are being pursued by market players, leading to business expansion and an expanded customer base. For instance, in January 2022, Luxome, a direct-to-consumer luxury bedding and comfort brand, ventured into the bath category by introducing two new towel collections: Plush Performance and Spa. The company utilized its expertise in meticulous craftsmanship, unique innovation, and ultimate comfort to enter the bath product segment. These newly launched items feature patented technology, premium quality, and luxurious materials, promising unparalleled comfort and an efficient drying experience.

For instance, in April 2022, Brooklinen, a prominent U.S.-based direct-to-consumer (DTC) brand for home essentials, revealed plans to triple its retail footprint nationwide. The brand aims to introduce a hospitality-grade collection tailored for hotels and B&Bs. Additionally, the company is extending its international presence by establishing a new warehouse in Canada.


Unstable Raw Material Prices May Restrain Product Penetration

Instability in raw material costs adversely affects global product manufacturing, thereby affecting revenues. The increased expenses in the production process, combined with cutting-edge technology, elevate the final product's cost. Furthermore, ongoing trade wars between nations have introduced uncertainty in global commerce. Volatility in export and import tariffs hampers market growth.

Bath Towel Market Segmentation Analysis

By Material Analysis

Cotton Segment Dominated on Account of its Excellent Characteristics

Based on material, the market is segmented into bamboo fiber, cotton, micro fiber, and others. The cotton segment accounted for the majority of the bath towel market share of about 47% in 2022.  Cotton towels have been a long popular choice owing to their breathable and natural properties. Made from the fibers of the cotton plant, these towels provide comfort and softness, making them ideal for sensitive skin. In addition, they are highly absorbent and are able to retain moisture, which can be beneficial for the product. Moreover, cotton is a durable material that can maintain its quality over a longer period and endure frequent washing.

The bamboo segment is projected to experience the fastest-growing CAGR from 2023 to 2030. Bamboo towels are increasingly popular as an eco-friendly alternative to traditional towel materials. Derived from the bamboo plant known for its rapid growth and sustainability, bamboo fibers offer exceptional absorbency, capable of holding up to three times their weight in water. Their natural antimicrobial properties make them resistant to bacteria and odors. Additionally, they offer a silky texture and luxurious feel, providing users with an experience similar to a spa. However, they require delicate handling during washing and care to maintain their durability and freshness.

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By Distribution Channel Analysis

Real-time Updates Offered by Online Platforms to Drive Segment Growth

Based on distribution channel, the market is segmented into offline and online.

The online segment is expected to witness the highest CAGR during the forecast period due to the increasing internet user penetration and the growing impact of social media. Consumers now receive real-time updates on new product launches and reviews through online platforms such as Instagram, Facebook, and Pinterest. Additionally, advantages such as doorstep delivery, secure online payment methods, a convenient purchasing experience, a wide array of product comparisons, and discounts/offers provided by retailers are contributing to the growth of the online segment. Moreover, consistent promotions by e-commerce platforms such as Amazon, Alibaba, Flipkart, and Etsy are further driving the global acceptance of online shopping.

The offline segment dominated the distribution channel segment in terms of revenue share. This channel encompasses brick-and-mortar stores, supermarkets, hypermarkets, specialty stores, and home textile outlets, among others. These establishments provide a wide range of products, allowing consumers the flexibility to compare and authenticate their purchases. Additionally, a considerable number of textile vendors are expanding by establishing retail stores to meet the increasing product demand.


Based on region, the market is divided into Europe, Asia Pacific, North America, the Middle East & Africa, and South America.

Asia Pacific Bath Towel Market Size, 2022 (USD Billion)

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Asia Pacific market contributed the largest share, approximately 41%, in terms of value in 2022 and is expected to maintain this leading position, growing at the highest CAGR of 5.00% throughout the forecast period. This significant market share is attributed to several factors, including a substantial population base, increased disposable income, a growing emphasis on hygiene practices, and the expanding reach of online distribution channels.

The region's rising living standards have led to an increase in recreational activities such as water sports, which include sailing, surfing, and jet-skiing, driving the demand for towels used in drying off the body and hair. Moreover, the Asia Pacific region is known for its naturally produced and sustainable products, contributing to the growing demand for bath linen items. Factors such as easy access to raw materials, low labor costs, and affordable product availability are favoring increased adoption among middle-class consumers. Additionally, the region's growing export of bath linen to developed countries is further boosting market revenue.

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Europe holds the second position in the market and is expected to witness significant growth following Asia Pacific. The region is characterized by the presence of large hotel chains, as well as a growing interest among local and small hotels and motel chains to offer better comfort and a homely experience, leading to increased demand for high-quality bath accessories such as bath towels.

North America is estimated to register a growth rate of 3.81% over the forecast period. This growth is attributed to the increasing number of tourists visiting the region, a rising demand for sustainable products, and the ever-growing popularity of online shopping. The hospitality industry, driven by a high influx of travelers to the U.S. and Canada, is a significant driver of demand for this type of towels. Resorts, hotels, and other accommodation providers require a steady supply of high-quality towels to ensure an excellent guest experience during their stay.

List of Key Bath Towel Market Companies

New Product Launches by Industry Players to Spur Market Growth

Market players are engaged in intense competition utilizing strategies such as product innovation, quality enhancement, competitive pricing, and effective branding. With consumers increasingly favoring sustainable products, these players are emphasizing the use of natural and eco-friendly materials such as cotton and bamboo. They are specifically focusing on launching new products tailored for distinct applications, addressing the diverse demands in the market. Additionally, there is a strong emphasis on enhancing softness and overall product quality.

For instance, in April 2023, Brooklinen, a manufacturer and retailer of bedding, bath, and loungewear, introduced its inaugural collection of organic bedding and towels. The 100% Turkish cotton Organic Towel, featuring a horizontal ribbed design and weighing 560 GSM, offers a lightweight feel and a textured depth that sets it apart from most towels available in the market.

Some market players are striving to deliver a luxurious experience through superior designs and quality. Competitive strategies include price wars, promotions, and collaborations with retailers, all of which play pivotal roles in their market positioning. Online presence and customer reviews hold increasing influence over consumer choices. The market competition is multi-faceted, encompassing product differentiation and strategic market positioning.


  • Trident Group (India)

  • Venus Group. (U.S)

  • Utopia Deals (U.S.)

  • Iris Hantverk (Sweden)

  • Orahome (U.S.)

  • Welspun (India)

  • Looms (India)

  • Elsatex Ltd (U.K.)

  • Nine Space (U.S.)

  • Loftex (U.S.)


  • September 2023: Welspun, one of the prominent home textile manufacturers in India, launched a national 3D campaign for its quick dry towels with the tagline of ‘Jaldi Sukhe, Jaldi Sukhaye.’ This range of quick-dry towels is made of 100% cotton and has color-lock technology to avoid color fading. The idea behind the campaign was to attract new-age consumers who are seeking quick cures, even in home textiles and accessories.

  • July 2022: Hygiene Plus, a Hygiene and Sanitary products manufacturing start-up, launched their first-ever made-in-India hygiene and sanitary products, including sanitary napkins (regular and premium), baby wipes, refreshing wipes, bath towels for babies, among other products.

  • April 2021: Swaass Enterprises Pvt. Ltd. a brand of BKS Textiles Pvt Ltd., India-based manufacturer & exporter of home linens launched bamboo and cotton blend bath towels.

  • April 2021: PT Wiska, an Indonesia-based producer and exporter of home textiles, has launched its inaugural retail label for towels in collaboration with Asia Pacific Rayon (APR). The bath towels are crafted from blends of rayon and cotton.

  • March 2021: Trident Limited, a global leader in home textiles based in India, strengthened its brand portfolio with the addition of the Kathy Ireland brand through the partnership agreement with Kathy Ireland® Worldwide Inc. Under this exclusive licensing agreement, the products, including these towels, kitchen towels, and beach towels, are marketed under the Kathy Ireland Home brand.


An Infographic Representation of Bath Towel Market

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The market research report provides a detailed analysis of the market and focuses on key aspects such as the competitive landscape, services, and leading product materials. Besides this, the report offers market insights and highlights key industry developments. In addition to the aforementioned factors, the market report encompasses several factors that have contributed to the growth of the market in recent years.

Report Scope & Segmentation



Study Period


Base Year


Estimated Year 


Forecast Period


Historical Period


Growth Rate

CAGR of 4.41% from 2023 to 2030


Value (USD Billion)



By Material

  • Bamboo Fiber

  • Cotton

  • Micro Fiber

  • Others

By Distribution Channel

  • Offline

  • Online

By Geography

  • North America (By Material, Distribution Channel, and Country)

    • U.S. (By Material)

    • Canada (By Material)

    • Mexico (By Material)

  • Europe (By Material, Distribution Channel, and Country)

    • Germany (By Material)

    • France (By Material)

    • Italy (By Material)

    • Spain (By Material)

    • U.K. (By Material)

    • Rest of Europe (By Material)

  • Asia Pacific (By Material, Distribution Channel, and Country)

    • China (By Material)

    • India (By Material)

    • Japan (By Material)

    • Australia (By Material)

    • Rest of Asia Pacific (By Material)

  • South America (By Material, Distribution Channel, and Country)

    • Brazil (By Material)

    • Argentina (By Material)

    • Rest of South America (By Material)

  • Middle East and Africa (By Material, Distribution Channel, and Country)

    • South Africa (By Material)

    • UAE (By Material)

  • Rest of the ME&A (By Material)

Frequently Asked Questions

Fortune Business Insights says that the market size was valued at USD 10.66 billion in 2022 and is anticipated to reach USD 14.92 billion by 2030.

In 2022, the Asia Pacific market stood at USD 4.41 billion.

Growing at a CAGR of 4.41%, the market is expected to exhibit a steady growth rate during the forecast period (2023-2030).

By material, the cotton segment registered the majority of the share in 2022.

The growing demand for the product from end-use industries, such as hospitality, spa, and hotel, and continuous innovation by manufacturers in launching new product lines are major factors driving the growth of the market.

Trident Group, Venus Group., Utopia Deals, Iris Hantverk, Welspun, and Orahome are a few major players in the global market.

Asia Pacific held the largest market share in 2022.

Shifts in consumer behavior and conscious choices made by customers, keeping environmental factors in mind, along with rising demand for a perfect blend of style, sustainability, and functionality of the product, are expected to drive its adoption in the global market.

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