Cotton's Rise Through the Years

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In 1960, cotton accounted for approximately 66% of the fiber share of U.S. apparel and home furnishings (excludes carpet and industrial uses). Due to competition from synthetic fibers, cotton's market share plummeted to only a market share of only 33% by 1973. Projections at the time indicated that if the rapid decline in consumer demand for cotton continued, U.S. cotton's market share could fall to as low as 20 percent by 1995 - meaning there would now be very little, if any, cotton produced in the country. Instead, cotton had a remarkable recovery, as indicated by the charts.

During the past 30 years, Cotton Incorporated's research and development has tremendously aided the increase of consumer demand for cotton products, making cotton the best selling fiber in the U.S. The demand for cotton stems in part from U.S. and foreign mills that purchase raw cotton.

Rising consumer demand at retail stimulates demand throughout the cotton supply chain, bringing more competitive prices for cotton farmers, greater returns for spinners and textile manufacturers, and increased profits for clothing and home furnishings retailers. The effects of growing consumer preferences for cotton can be seen in U.S. per capita consumption. Since the 1980s, U.S. per capita consumption has nearly tripled.