Terry Towels Market Size, Share | Industry Report [2025-2033]

TERRY TOWELS MARKET OVERVIEW

The global terry towels Market size was valued approximately USD 5.97 Billion in 2024 and will touch USD 8.30 Billion by 2033, growing at a compound annual growth rate (CAGR) of 3.72% from 2025 to 2033.

Terry towels are a category of towels that are actually made of terry cloth, the type of cloth that features loops in the fibers for much better absorbency. This may absorb much water within the shortest time; thus, it is the perfect cloth to dry one's body with after a shower or bath. Basically, terry cloth has its main origin from cotton, though it may be made using polyester or its blends. It has in its ambit a host of towels, starting with bath towels and hand towels, all the way to washcloths and bath mats. Terry towels are highly in demand owing to their softness and durability and excellent absorption characteristics for homes, hotels, gyms, and spas. Due to its high absorbency, this fabric is also used in making other towels, such as bathrobes, beach towels, and face towels, because its velvet-like feel is comfortable, yet it allows for dryness with its moisture-wicking characteristics.

COVID-19 IMPACT

“With lockdowns driving people to spend more time at home, there was a notable rise in demand for high-quality Terry towels as part of home comfort and hygiene improvements”

The ecology and sustainability concern of late has gradually been causing the Terry towel market to inch toward eco-friendly products. With increased awareness of the environment, the demand has shifted towards towels made from organic cotton, bamboo, or recycled fibers and manufactured using eco-friendly methods. Now, brands use chemical-free dyes and treatments to treat the towels according to consumer demand for greener products. Another forthcoming trend in the industry is the availability of high-end yet affordable towels that balance high absorbency with durability and softness. More to this, fast-drying and antimicrobial towels found their place in those high-demand segments of the gym, spa, and hotel industries, where hygiene is the number one priority. The Terry towel market is progressively evolving to provide high-performance products with reduced environmental impact, and sustainability has emerged as a primary catalyst for change in the market.

LATEST TREND

”Changing practices due to the rise of sustainable and eco-friendly Terry towels that cater to environmentally-conscious consumers”

Recently, the trend within the Terry towel market has leaned towards eco-friendly and sustainable products. There is an increasing demand for towels made of organic cotton, bamboo, or recycled fibers with heightened environmental awareness. The products manufactured with environmentally friendly methods also experience increasing demand. Brands are using more environmentally friendly dyes and chemical-free treatments as consumer demand increases for more environmentally conscious options. Another trend that is catching up encompasses luxurious but affordable towels for high absorbency, durability, and soft touch. Moreover, innovative quick-dry and anti-microbial towels have segregated a segment for themselves within the highly sought-after gyms, spas, and hotel sectors where hygiene is indispensable. The Terry towel market is slowly moving to shift the performance toward products offering better performance with a lesser environmental footprint, with sustainability being the major driving force.

TERRY TOWELS MARKET SEGMENTATION

By Type

Based on Type, the global market can be categorized into Bath Towel, Beach Towel, Hand Towel, Tub Mat, Kitchen Towel.

Bath Towel: A bath towel is a large-sized towel mainly used for drying the body after bathing or showering. Made from very absorbent terry cloth, these towels are designed to provide the ultimate in moisture retention and softness. Large in size than hand towels, they come in an approximate size of 27" x 52". The segment of bath towels has continuously been the leader in the terry towel market. From conventional cotton to organic cotton and bamboo, the bath towel has entered many materials into the consumer markets to fulfill their demands for luxury comfort. In recent years, there has been a higher demand for high-quality towels offering exceptional absorbency, softness, and durability in the premium home textile industry. Nowadays, eco-friendly and sustainable product demands are increasingly shaping the purchase decisions of modern customers, who want their towels to be produced with ecological processes.

Beach Towel: These are oversized towels, often more vibrant and designed for use at the beach or poolside. Made of soft, absorbent terry cloth, they are crafted to be lightweight and quick-drying, suitable for outdoor settings. Beach towels are larger than bath towels to facilitate lounging or covering beach chairs. The beach towel market experiences significant seasonal fluctuations, peaking during summer months or holiday seasons. This segment is characterized by bright patterns, playful designs, and vibrant colors. The increased outdoor and recreational activities, particularly post-pandemic, have jacked up the demand for beach towels. A fashion-meeting-functionality trend has emerged in product development where customers seek beach towels that can be both absorbent and stylish accessories. The rise in eco-friendly materials, such as towels made of organic cotton or recycled fibers, also coincides with this trend.

Hand Towel: These are smaller towels generally used for drying hands, faces, or tackling other minor tasks. Generally measuring 16" x 28", these are commonly found in bathrooms, kitchens, or guest rooms. Like other terry towels, their looped fabric ensures exceptional moisture absorption. Hand towels are always in demand, like other household essentials, mostly available in packs along with their larger partners, bath towels. Demand for hand towels has been consistent because every household has a need for hygienic products. The demand for hand towels made from sustainable, hypoallergenic, or antimicrobial materials is increasing among consumers, who seek to use good-performing products while meeting health and environmental standards. Matching hand towels have become popular to complement the increasing home renovation and interior design trends that integrate well with bathroom or kitchen styles.

Tub Mat: The tub mat or bath mat is a thick, absorbent mat that one places outside the bathtub or shower to catch water droplets and to provide a nonslippery surface. Tub mats are conventionally made of terry cloth or similar absorbent materials and are available in numerous sizes and styles to go well with bathroom décor. Over the years, tub mats have been a part of the wider trend of improving home comfort and bathroom aesthetics. Thus, consumers have been putting more emphasis on creating both luxurious and functional bathroom space, and the demand exists for high-quality, plush, anti-slip tub mats. Other factors contributing to market trends include the increasing consumption of mats manufactured using ecological materials or those with fast-drying characteristics, owing to their functionality and 'green' characteristics. The rise of renovation activities in homes and bathrooms also boosts demand for tasteful and functional bath mats.

Kitchen Towel: Kitchen towels are small towels that people use to dry dishes, wipe their hands, or wipe off countertops around the kitchen. These towels are usually made of cotton or terry and are very absorbent and long-lasting. They come in many sizes, and most of them are designed to be washed multiple times. Kitchen towels continue to be a staple in every household, from a functional perspective to making a statement. The importance of aesthetics in the home continues to drive the market; many buyers like their kitchen towels stylish, patterned, or branded to add a touch to the kitchen. Of late, the trend has shifted towards eco-friendly alternatives such as towels made from organic cotton or sustainable fibers. Besides, consumers are increasingly interested in versatile kitchen towels that can tackle a number of tasks, from drying dishes to cleaning countertops.

By Application

Based on application, the global market can be categorized into Commercial, Household.

Commercial: In the commercial aspect, terry towels find applications in hotels, spas, gyms, resorts, restaurants, and even hospitals. These come in bulk and are made to be durable so they can withstand repeated wash and use. Terry towels found in the commercial sector include bath towels, hand towels, face clothes, pool towels, robes made from strong, thick materials that are highly absorbable, and can withstand intense and constant use. Hospitality, health care, and wellness are major sectors that drive the demand in the commercial division of terry towels. For instance, a single hotel and resort requires a large volume of high-quality towels that promise not only softness but also the retention of absorbency upon multiple washes. The demands for resilient, cost-efficient towels in commercial settings are highly remarkable, with enterprises paying a lot of attention to both functionality and hygiene. The increasing focus on sustainability in commercial establishments is bound to drive the market towards greener alternatives, like organic cotton or recycled material-based towels. Besides, the economic recovery and growth of the tourism and fitness industries in the post-pandemic period will result in significant demand for commercial-grade terry towels.

Household: Terry towels are essential consumables in households for personal hygiene, cleaning, and general purposes. Examples of such towels include bath towels, hand towels, face cloths, and kitchen towels that households are in the habit of choosing in regard to softness, absorbing properties, and aesthetic appeal. These are typically purchased in sets and may be designed to match either home decor or bathroom motifs. Households are the main driving demand for terry towels within the market, as the buyers are looking for comfort, hygiene, and style. The COVID-19 pandemic has been forcing people to spend more time at home, which increases the emphasis on residential comfort and the desire for luxury-standard bath towels and high-quality towels for everyday use. The demand for high-end organic or eco-friendly terry towels, on the other hand, reflects the increasing trend toward sustainability in home products. The seasonality of changes in households is another driver of change in the market for towels: people often change towels at the time of sales or renovation of homes. With the increasing demand for stylish and high-performance home textiles, the household terry towel market continues to be one of the strong segments within the home goods industry.

MARKET DYNAMICS

Market dynamics include driving and restraining factors, opportunities and challenges stating the market conditions.

Driving Factors

”Increase in Demand with the Rise of Home Renovation and DIY Projects”

The growth in home renovation and DIY projects, especially post-pandemic, has surged demand for terry towels. Consumers are upgrading their homes by improving bathrooms, kitchens, and bedrooms and are willing to invest in good-quality towels as part of their home décor enhancement. Terry towels, mainly luxury bath and hand towels, have emerged as imperative to offer a spa-like experience at home. With people being more concerned about comfort and aesthetics, the demand for plush, absorbent towels is on the rise, complementing newly renovated spaces. Besides, the growing attention to home improvement has led to higher sales of towels that not only serve their purpose but have also become stylish accessories to add to the overall feel of one's home.

”Market Growth Driven by Space-Saving Needs in Urban Living”

The urbanization process, which has grown during the last decades and is expected to grow further, especially in the most populous cities, increases the need for space-saving solutions. In smaller living spaces, consumers are looking for products that offer functionality combined with compactness. Some of the features of Terry towels gaining popularity are quick-drying, multifunctional, and space-saving. Quick-dry towels and compact bath mats, which can be stored without compromising their high absorbency, are particularly appealing for people in urban settings. Further, minimalism for efficient home organization has increased the demand for towels that can be practical yet save space.

Restraining Factor

”Safety Concerns Leading to Hesitance Among Consumers”

Safety concerns among consumers, concerning the use of certain chemicals during production, have been one of the main challenges for the terry towel market. Some consumers also feel that towels may be treated with dyes, finishes, or synthetic fibers that could potentially irritate skin or even provoke allergic reactions. With more people today being informed on the subjects of chemical sensitivity and healthy skin, there are more and more organic, chemical-free towels in demand. The absence of standardized regulations with regard to the safety of textiles, especially towels that come in direct contact with the skin, may act as a barrier for manufacturers and lead to consumer distrust in non-certified products. This can lead to resistance toward unknown brands or those products that do not meet certain safety standards, thus potentially hindering the market's growth.

Opportunity

”Scope for Growth Through Enhanced Features and Technology Integration”

This holds substantial potential for growth, considering consumer interest in innovative features being added to towels. Applications of technology to towels may be in the form of odor-resistant materials, antimicrobial coatings, or UV protection, for instance. Consumers are increasingly expecting towels to offer health-related benefits, such as resistance to bacteria, besides giving them comfort and absorbency. Besides, innovations like quick-dry towels, ultra-compact designs for easy storage, and towels made from sustainable materials are also gaining momentum. Thus, the manufacturers who can combine functionality with environmental responsibility and technological innovation are better positioned to capitalize on these trends and expand their market share.

Challenge

”Navigating Regulatory Compliance and Quality Standards”

The terry towel market faces challenges in complying with regulations and maintaining quality standards within different geographical regions. Manufacturers face the major challenge of meeting particular safety, environmental, and textile regulations. Most towel manufacturing includes the use of dyes, finishes, and other chemicals that have to be as per various international safety norms, such as Oeko-Tex or GOTS certifications. The regulations increase the manufacturing cost due to the requirements for consistency in the product quality level. Besides that, emerging consumer demand to switch toward more environment-friendly and sustainable products propels the growth of organic material-based towels or manufactured by recycling products, which, as a usual case, are raw materials difficult to obtain due to cost and obtaining their sustainability certificate. It becomes imperative for manufacturers to strike a balance between innovation and compliance, along with quality products, in order to meet consumer expectations and maintain their competitive edge.

TERRY TOWELS MARKET REGIONAL INSIGHTS

North America

The North American market for terry towels is characterized by strong demand from both residential and commercial sectors. Both the United States and Canada have a strong inclination toward luxurious, premium towels made from fibers like Egyptian cotton, organic cotton, and bamboo. This has been trending with the shift in consumer trends toward comfort, sustainability, and eco-friendliness. It finds its major buyers in the hospitality and healthcare sectors; hotels, spas, and hospitals have immense demand for durable and highly absorbent towels in large amounts. Currently, the growth of home renovation and interior decoration activities is additionally driving demand for premium bath and hand towels. Moreover, increasing concern for sustainability is driving the market toward organic, chemical-free, and eco-friendly alternatives. One of the key drivers of the North American market is the trend towards online shopping and the development of various e-commerce sites.

Europe

The functionality and design are the factors driving Europe's terry towels market, wherein consumers give a high emphasis on premium products combining softness, durability, and aesthetic appeal. Major countries consuming luxury towels include Germany, France, the UK, and Italy, while eco-friendly and organic options are gaining higher momentum. Environmental awareness strongly influences the European market, with an increasing demand for certified, organic cotton, or recycled fibers. The hospitality industry is dominant in countries like Spain and Italy with high rates of tourism, while the demand for commercial-grade towels is relatively high. Other factors influencing regulatory standards, such as the emphasis of the EU on reduced chemical usage in textiles, also have manufacturers invest in compliance and sustainable modes of production. Besides, there is a trend toward multi-functional towels, like quick-dry towels and antimicrobial towels, in Europe due to their convenience and hygienic reasons.

Asia

The Asia-Pacific is one of the fast-growing markets for terry towels due to fast urbanization, increasing disposable incomes, and a high demand for improved home textiles. This region includes key countries like China, India, Japan, and South Korea, in which awareness about hygiene, luxury, and sustainability among consumers is rising accordingly. There is a high demand for compact, quick-drying, and multi-purpose terry towels due to space limitations in urban areas. In China, being one of the major producers and consumers, the demand for superior quality towels has increased internally and internationally. In Japan, high-quality, soft towels, especially those made from materials like extra-long staple cotton, are in great demand. India, with its rapidly growing middle class, has experienced rising demand for both budget and premium terry towels. Online shopping in the region is on the rise, and many buyers have placed orders for various kinds of high-end and environmentally friendly towels through online modes. However, product quality issues hamper the overall growth of the market due to price sensitivity, which tends to make consumers choose lower-priced options.

KEY INDUSTRY PLAYERS

”Key Industry Players Shaping the Terry Towels Market Through Innovation and Market Expansion”

Key players within the terry towels market are driving the growth of the industry through relentless innovation and strategic market enlargement. Prominent brands, including Turkish Towel Company, Martha Stewart, Giza Cotton, and Boll & Branch, among others, are at the helm, offering premium towels with an emphasis on opulence and sustainability. These companies further integrate innovative features such as antimicrobial treatments, quick-drying fabric, and eco-friendly production processes into their products in response to the increasing desire of the consumer for utility along with environmental responsibility. With strategic market expansion, these firms are increasingly seeking emerging markets in both Asia and Latin America due to the burgeoning disposable income and urbanization that stimulates demand for upscale home textiles. Besides, many of these companies are enhancing their e-commerce presence to tap into the growing online retail segment for providing direct-to-consumer sales channels. This is also being extended into product design; in fact, many companies have recently launched towels made from organic cotton, bamboo fibers, and recycled materials as eco-friendly options. Value addition through sustainable practices, product performance enhancement, and tapping new markets are some of the ways these players dominate the growth and evolution of the terry towels market, while occupying the leading positions in the fiercely competitive industry.

List of Top Terry Towels Companies

Sanli
Loftex
Kingshore
SUNVIM
WestPoint Home

REPORT COVERAGE

The study encompasses a comprehensive SWOT analysis and provides insights into future developments within the market. It examines various factors that contribute to the growth of the market, exploring a wide range of market categories and potential applications that may impact its trajectory in the coming years. The analysis takes into account both current trends and historical turning points, providing a holistic understanding of the market's components and identifying potential areas for growth.

The terry towels market is gaining stable momentum due to increased demand from consumers for superior quality, durability, and eco-friendly products. Consumers have become more conscious of comfort, hygiene, and sustainability, thus driving the demand for high-quality towels manufactured using organic cotton, bamboo, and other eco-friendly materials. Other factors that have been supporting the market this year are e-commerce, which gives customers a wide range of shopping options for products online. But because new products are being unveiled-improved by anti-microbial treatments, quick-dry-out fabrics, and multi-function-the future of this market promises to sustain its growth trajectory. Also, increased focus on home improvement and wellness, along with rising demand from developing nations, will drive the market even further. Sustainability will remain one of the major trends: manufacturers will invest in greener manufacturing processes and materials as the tastes of eco-conscious consumers continue to shift.