The 2026 Seal of Cotton Surveys offer a closer look at how consumers in the United States and Mexico recognize, describe, and respond to the Seal of Cotton trademark. Across both markets, consumers associate the Seal with attributes including natural, plant-based, and soft, while also using it as a tool to better understand the fiber content of the products they purchase.
The latest Market Insights explore how the Seal influences product identification, perceptions of brands, and the shopping experience in each market.
U.S. Consumers
Among U.S. consumers, recognition of the Seal of Cotton stands at 75%, significantly higher than all other textile trademarks tested. Consumers most often associate the Seal with being natural, plant-based, and soft, while 88% say it helps identify a product as containing cotton. The Seal also supports the shopping experience, with 83% saying it helps them easily understand fiber ingredients and 82% saying they would like to see it on more products.
Most Consumers Recognize the Seal of Cotton
At 75%, recognition is significantly higher than all other textile trademarks tested.
Why Consumers Check Fiber Content
68% of consumers say fiber content information is helpful.
How Consumers Describe the Seal of Cotton
How Consumers Respond to the Seal of Cotton
How Consumers View Brands Using the Seal of Cotton
How the Seal of Cotton Helps Consumers Shop
Mexico Consumers
In Mexico, 66% of consumers recognize the Seal of Cotton, significantly higher than all other textile trademarks tested. Consumers most strongly associate the Seal with being natural, plant-based, hypoallergenic, and soft, while 93% say it helps identify a product as containing cotton. The Seal also makes fiber information easier to understand, with 92% saying it helps them understand fiber ingredients, and 90% saying they would like to see it on more products.
Most Consumers Recognize the Seal of Cotton
At 66%, recognition is significantly higher than all other textile trademarks tested.
Why Consumers Check Fiber Content
67% of consumers say fiber content information is helpful.
How Consumers Describe the Seal of Cotton
How Consumers Respond to the Seal of Cotton
How Consumers View Brands Using the Seal of Cotton
How the Seal of Cotton Helps Consumers Shop
Cotton Incorporated’s 2026 Seal of Cotton Survey, a survey of 1,507 U.S. consumers and 1,534 Mexican consumers conducted between June 9-22, 2026.
For more information, contact Market Insights at [email protected]
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks / Trademarks of Cotton Incorporated. © 2026 Cotton Incorporated.