The worldwide popularity of denim doesn’t seem to be slowing down, as almost half of consumers globally—48%—indicate they’re wearing jeans more than ever, reveals the 2024 Global Denim Survey from Cotton Incorporated.
The results, based on feedback from over 10,000 consumers in 13 markets, highlight the timeless appeal of denim in people’s wardrobes globally. An impressive 85% of respondents rated their love for denim highly, stating they enjoy or love to wear denim.
Comfort is the compelling force behind this loyalty. The majority of those asked (58%) cited comfort as the single most important reason they grab for their jeans. The average worldwide consumer owns 10 pairs of jeans, and a large majority—62%—prefer cotton denim.
Shopping trends mirror the tactile aspect of denim purchasing. While online shopping continues to expand, 45% of shoppers indicate that they prefer to buy jeans in stores. More than half identified trying on jeans (52%) and fitting correctly (51%) as reasons, while 42% reported that they enjoy feeling the fabric before purchasing.
“Our extensive international data confirms that denim remains a go-to choice for consumers globally,” said Andrea Samber, director of brand partnerships at Cotton Incorporated. “People gravitate toward cotton denim for its comfort, durability, and quality.”
Samber also highlighted the importance of cotton as a natural fibre that fits with increasing consumer demand for sustainability. “Cotton’s strong positives unabashedly represent markets worldwide,” she stated, citing programs such as Cotton Incorporated’s ‘Cotton Lives On’ recycling program as central to lengthening the life cycle of denim.
As jeans are more deeply embedded in daily life than ever before, the survey captures not just the popularity of denim as a product category but also the changing preferences of consumers around materials, shopping, and long-term value.
