A recent study from Cotton Incorporated’s Lifestyle Monitor has shown that the denim market is projected to grow, with its value estimated to rise from $18.3 billion in 2023 to $21.5 billion by 2028. This growth is supported by strong consumer purchasing behaviors, with 86% of consumers indicating they plan to buy the same amount (57%) or more (29%) pairs of denim jeans in the coming year. Approximately 69% of consumers prefer to buy jeans from physical stores, while only 15% do most of their shopping online. The remaining 16% of consumers split their purchases equally between online and in-store.
When looking at purchase drivers, consumers prioritize comfort and fit above all, with both attributes rated highly by 97% of those surveyed. Quality and durability also play significant roles in purchasing decisions, cited by 96% and 93% of consumers. The majority of denim buyers, 71%, show a strong preference for jeans made from cotton or cotton blends.
The survey also found that within the past month, consumers have preferred denim jeans to other types of bottoms, with 35% indicating a preference for denim jeans. Following denim, leggings and jeggings, as well as sweatpants and joggers, each account for 17% of the most frequently worn items. 14% of consumers prefer casual pants.
