Towel Market - By Type, By Material, By Price, By End Use, By Distribution Channel, Growth Forecast, 2025 – 2034

Towel Market Size

The global towel market was estimated at USD 17 billion in 2024. The market is expected to grow from USD 17.8 billion in 2025 to USD 28.7 billion in 2034, at a CAGR of 5.4% according to latest report published by Global Market Insights Inc.

The hospitality and travel industry is a significant driver of demand for towels, especially within the hotel, resort, spa, and wellness sectors. These facilities require a continuous supply of towels that meets high hygiene standards and enhances the guest experience. Towels are needed to support the recovery of international travel after the pandemic, and the demand for luxurious, durable, and visually appealing towels is on the rise. Towels are not merely a functional item in these settings; rather they become part of the overall brand experience typically customized with logos or in color schemes pertinent to the identity, and preferably heightening customer satisfaction.
 

In addition, the growth of wellness tourism and boutique hotels has heightened the need for specialty towel products like spa towels, pool towels, and embroidered bath linen. Hotel operators want to distinguish their offering by using premium textiles such as Egyptian and Turkish cotton. This trend is particularly prominent in tourist destinations in Southeast Asia there is strong economic reliance on tourism, as there is in the Middle East and Europe. As this continues to grow, there is opportunity for towel producers to introduce unique solutions to suit the customized needs and requirements of hospitality clientele.
 

Towels, being a critical personal care item, are now being changed more regularly and carefully examined for material, cleanliness, and the presence of antimicrobial treatments. This has driven demand for towels that provide added hygiene benefits such as quick-dry capabilities, lock-in antimicrobial treatments, and hypoallergenic fabrics. Rather than thinking of towels as shared objects, customers are increasingly aware of cross-contamination and want to use their own towels in public places or public, shared rooms of the home.
 

Aside from health considerations, the emergence of wellness culture, and normalized fitness behaviors have encouraged greater towel usage beyond the typical confines of the bathroom. We now see towels used for yoga, gym workouts, travel, and home spa, which has created a need for specific towel formats that are compact, odor-free, and sweat absorbent. This evolution of use cases represents an opportunity for brands to think creatively and market towels as aspirational lifestyle products, as opposed to functional or utility products.
 

Towel Market Trends

The market is changing due to changes in consumer behavior, sustainability initiatives, and new textile technology. Towels are being repositioned from basic home goods into lifestyle products linked to individual values and wellness. To address the aligned demand in the residential and institutional segments, manufacturers are evolving their offerings that include environmentally friendly materials, stylish style innovation, and performance upgrades to market.
 

• Consumers are increasingly trying to source towels made from organic cotton, bamboo, or other recycled fibers. Sustainability is a driver due to consumer awareness around the environment but also because of a need to decrease textile waste and water usage. This inquisitiveness has quickly gained the attention of brands who also market their products as being made with certified sustainable materials, particularly through markets like Europe, North America, and the urban Asia, pacific region. There are also towels with biodegradable packaging and low-impact dyes.
   
• Towels are being marketed as luxury and lifestyle products, notably in the hospitality, wellness, and home décor categories. There is a desire for higher-end towels made of premium materials such as Turkish and Egyptian cotton, as well as designer patterns and matching sets. Shoppers will increasingly pay for a higher-end towel that feels softer, lasts longer, and looks good enough to display, thinking of it as part of a curated experience in their homes.
   
• Improvements in textile manufacturing technologies mean towels are often developed with other features such as antimicrobial treatments, quick drying, and odor resistance. These features appeal to health-conscious shoppers and are particularly favored in fitness, travel, and healthcare environments. Functional towels are more likely to appeal to younger consumers who are interested in convenience and hygiene.
   

Towel Market Analysis

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Based on type, the towel market is divided into bath towels, hand towels, kitchen towels and others. In 2024, bath towels held the major market share, generating a revenue of USD 9.7 billion.
 

• Bath towels account for the majority of the towel market due to their vital role in everyday hygiene and personal care. Bath towels are a mainstay across households, hospitality and wellness settings making them the most often purchased and replaced towel. When consumers purchase a bath towel; they will place importance on soft, absorbent and lasting towels which has increased the demand of higher-level materials such as Egyptian cotton, Turkish cotton or blended bamboo materials. This segment benefits from regularly consistent demand across all income levels, with options in both budget and luxury.
   
• Innovation and design trends are causing the bath towel segment to evolve into a lifestyle product instead of only a basic utility. Manufacturers are responding to increased demand from health-oriented consumers by introducing towels that have increased build-in features. Part of this evolution has been grounded in the appearance/towel aesthetics as coordinating towel sets with designer prints and colors for home décor become mainstream. This is especially true in urban markets as consumers purchase products that bring function but also style.
   
• The bath towel category also benefits from substantial institutional demand in sectors like hospitality, healthcare, and fitness industries. In hospitals and gyms, hygiene and durability become the primary goals to support institutional demand. The institutional aspect of the bath towel category will allow manufacturers to have stable revenue, while also paving the way for significant contracts, large volume orders, as well as personalized experiences and product offerings.
   

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Based on the distribution channel, the towel market is segmented into online and offline. In 2024, offline distribution channel held a major market share accounting for 71.4% of the market in 2024.
 

• The market is still largely reliant on offline distribution due to its historical strength in traditional retail and institutional buying. Consumers in supermarkets, hypermarkets, home furnishing stores and specialty textile shops can touch and feel the quality, texture, and design of towels they are considering. This experience is especially relevant because consumers are likely to care about the softness and absorbency of towels. Offline distribution channels benefit from impulse buys, consumer twists, and seasonal promotions, which in turn increase volume in consumption, urban and rural alike.
   
• Institutional buyers like hotels, hospitals, and fitness venues also have increased reliance on offline distribution channels. Organizations may purchase towels in bulk on a wholesale basis or cooperate with manufacturers through a distributor. Offline distribution networks provide better negotiating, assured quality, and logistics for orders. Regional wholesale distributors have the larger collection role of buying or supplying towels that are delivered to even the most remote areas of Canada which don't yet have the infrastructure for vertical online supply. In these more rural communities, offline channels provide better customer access to marketing and financial profit.
   

Based on the end use, the towel market is segmented into residential, commercial and industrial.
 

• The residential market is the bedrock of the worldwide market, fueled by consumer consistency with demand for bath, hand, kitchen, and face towels. Towels are necessary household items, and we use them for daily hygiene, personal care, and aesthetics. Consumers in the residential market value comfort, absorbency, and durability and want towels that fit their lifestyle. The rising home wellness routines such as self-care, fitness; and spa-styled bathrooms, has encouraged towels to be elevated products from basic utility to lifestyle products.
   
• In addition to use, design and sustainability are becoming key purchase drivers in the residential segment. Consumers are becoming increasingly attracted to towels made of organic cotton, bamboo, and other eco-friendly materials, indicative of a rising trend in conscious consumption. Coordinated, set towels, color themes, and premium textures are also emerging as trends in home décor. Further, e-commerce and direct-to-consumer brands have allowed residential buyers easily to access countless options of towels that resonate to their personal values and taste, and that are similar in the overall global towel market.
   

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North America Towel Market

In 2024, the U.S. dominated the North America towel market, accounting for around 74.9% and generating around USD 2.5 billion revenue in the same year.
 

• The market in the U.S. is growing and changing rapidly, attributing some of the reasons to growing consumer interest in wellness, hygiene and sustainability. Shoppers are showing preferences for towels that are of high quality, ultra-soft and have sustainable attributes made from materials such as organic cotton, bamboo, Turkish cotton. There are more consumers seeking towels with special towels that offer comfort and absorption qualities since many have adopted self-care routines at home, including home spas and fitness, that require specialized towels. Consumers continue to look are ample opportunity to buy premium and health-inspiring options on e-commerce platforms. While hospitality and healthcare sectors are underserved or have limited opportunities, there will always be a need for quality, durable and hygienic towels to meet demanding cleanliness requirements.
   
• The North American towel market shows a strong preference for comfort, luxury, and sustainability. More consumers across the North American market are leaning into towels with functional and eco-friendly attributes like those made from organic, recycled or biodegradable materials. The market is shifting to premium and smart textiles as there are also more innovations related to textiles including antimicrobial textiles or moisture wicking textiles. The hospitality industry continues to impact demand while consumers are becoming more health conscious and enjoying lifestyle upgrades. Retailers and brands are optimistic as various consumer trends are developing and evolving through this time. Both the opportunity to market various product lines for consumers remains an option for retailers and brands.
   

Europe Towel Market

Europe market, Germany leads the market with 27% share in 2024 and is expected to grow at 5.7% during the forecast period.
 

• A key trend in the European market is the strong and increasing focus on sustainability. Consumers across the continent are placing an ever-greater focus on sustainable products, which is fueling demand for towels made from organic cotton, bamboo fibers and recycled materials. This trend has not only been consumer-led but is also largely being driven by new EU rules around the environment and various commitments (including those of corporations) to sustainable practices. In response, manufacturers are introducing new production techniques or practices, such as water-efficient dyeing processes, energy-efficient weaving, and the use of biodegradable packaging.
   
• Consumers in Europe are indicating a distinct demand for soft, high-quality, luxury towels that offer good aesthetics alongside high performance. Several changes have led to this trend including an increase in disposable income and interest in at-home wellness and interior design. As a result, towels featuring softness and absorbency, as well as additives such as antimicrobial treatment and hypoallergenic properties are on an upward trend in consumer awareness. Meanwhile the expansion of the hospitality and wellness sectors, particularly spas and boutique hotels, has positively impacted the demand for soft, design and durable towels that will endure heavy usage.
   

Asia Pacific Towel Market

The Asia Pacific leads the market; China leads with market share of around 32.2% in 2024 and is anticipated to grow with a CAGR of around 6.1% from 2025 to 2034.
 

• The market in the Asia Pacific region has become the leading region in the world market because of its large growing population, rapid urbanization and health-conscious middle class. Countries like China and India, along with Southeast Asian nations, is also seeing a growing demand for quality bathroom linens such as towels due to growing household disposable incomes and upgradation of lifestyles. Urban consumers are looking for towels that are functional yet aesthetic leading to a higher demand for towels that are soft, absorbent and pretty.
   
• Sustainability has now become a buzzword in the Asia Pacific towel market. Consumers are looking to purchase eco-friendly towels made from organic cotton, bamboo fibers and recycled materials. This has been encouraged by consumer awareness and regulatory frameworks that have encouraged manufacturers to engage in responsible manufacturing practices. Leading regional manufacturers like Welspun, Trident, and Alok Industries are using a significant amount R&D funding in new technologies involving antimicrobial treatments, quick-dry towels, and biodegradable packaging.
   

Middle East and Africa Towel Market

Middle East and Africa market is growing at a CAGR of 4.9% during the forecast period.
 

• The MEA market is experiencing steady growth, mainly driven by rapid urbanization, increasing disposable incomes, and a growing hospitality sector. Major cities throughout the region including Riyadh, Dubai, Nairobi, and Cape Town, are experiencing spikes in hotel and resort construction, all leading to increased demand for high-quality bath linens. Not only are luxury hotels placing orders, but also mid-scale accommodation and wellness centers are looking for plush and robust towels that will provide comfort and hygiene that meets international specifications.
   
• Sustainability has emerged as a primary focus area in the MEA market, with consumers and institutional buyers more frequently purchasing items made from environmentally preferable materials, including organic cotton, bamboo fibers, or reclaimed/recycled fabrics. While the shift to sustainable materials has been particularly strong in the hospitality sector, evidenced by growing requests for GOTS and OEKO-TEX certified products from procurement teams, functional innovations specifically quick-dry towels, antimicrobial towels, and towels with high grams per square meter (GSM) are also gaining traction in humid conditions and environments where towels are shared among multiple users.
   

Towel Market Share

Welspun is leading with 6% market share. Welspun, Trident, 1888 Mills, Loftex China, and Sunvim collectively hold around 12%, indicating moderately fragmented market concentration. These prominent players are proactively involved in strategic endeavors, such as mergers & acquisitions, facility expansions & collaborations, to expand their product portfolios, extend their reach to a broad customer base, and strengthen their market position.
 

Welspun is a global leader in the home textile market with a distribution network in over 50 countries and partnerships with major retailers like Walmart and Target. Welspun is innovative and sustainable, and it sells a portfolio of products including towels, bed linens, and rugs. Welspun is a vertically integrated manufacturer with sophisticated manufacturing facilities and emphasizes corporate ESG principles leveraging innovations such as HygroCotton and Wel-Trak for product innovation and traceability. Welspun is also recognized in the industry for zero freshwater use in the manufacturing of its textiles and commitment to community development and environmental stewardship.
 

Trident Group is among the largest manufacturers of terry towels globally and a significant manufacturer of home textiles, paper, and chemicals. Located in Punjab, India, Trident has established a vertically integrated process with a strong international export presence, selling to over 75 countries. Trident has gained a reputation for sustainable practices, such as its eco-friendly paper made from wheat straw and energy generated from recycled industrial byproducts. In addition, the company is known for its full range of towel products from luxury bath linens to custom options provided by well-known brands such as IKEA, Macy's, and Walmart. 
 

Towel Market Companies

Major players operating in the towel industry are:

• 1888 Mills
• Alok Industries
• Feroze1888 Mills
• Himatsingka Linens
• Indus Home
• Izawa Towel
• Loftex China
• Möve Frottana
• Noman Group
• Standard Textile
• Sunvim
• Trident
• Welspun
• WestPoint Home
• Zorlu Textiles
   

Möve Frottana is a heritage German brand operating through Frottana Textil GmbH & Co. KG, known for the highest quality terry toweling products since 1927. Möve Frottana is one of the most traditional terry weaving mills in Germany manufacturing towels, bathrobes, and bath rugs. Möve Frottana prides itself on sustainable manufacturing and its investment in solar energy, water recycling, and eco-friendly materials. The brand is certified under OEKO-TEX and GOTS and provides products throughout Europe and Asia through premium retail, flagship, and shop-in-shops.
 

Noman Group is a leading vertically integrated textile conglomerate in Bangladesh, with an expansive footprint in home textile products, including towels, bed linens, and garments. The group, which operates through Noman Terry Towel Mills Ltd., has expanded its terry business by producing a diverse range of terry products for respected retailers, such as IKEA, Target, and Walmart, among others. With upwards of 70,000 employees and multiple manufacturing units, Noman maintains its emphasis on sustainable practices with an eye on innovation while sustaining strict quality control practices.
 

Towel Industry News

• In October 2025, 1888 Mills launched a new 100% cotton bath and bedding collection in collaboration with Cotton Incorporated. This new cotton collection was built as a sustainable and cost-effective alternative to synthetic products and features a lesser weight (GSM) of towels that are still soft and durable pieces. The focus of this collection is targeted within the mass market, created with value-engineering in mind, and proudly sports the Seal of Cotton trademark, which signifies the natural fiber content and eco-conscientious effort to manufacture the products.
   
• In August 2025, Noman Terry Towel Mills Ltd., a subsidiary of Noman Group, launched its first direct-to-consumer towel brand called MDM, taking significant steps toward expansion into domestic retail. This indicated that the company would use the new brand to move away from its historical focus on global exports to develop products for local consumers. The company's first venture into retail was enthusiastically received and encouraged positive customer engagement and repeat purchase expectations. Noman Group wishes to enhance its presence in the home textiles market while aiming to maintain its competitiveness in international towel exports.
   
• In May 2025, Himatsingka Linens launched “Rescue Towels” under its Himeya brand with a sustainability initiative that takes yarn waste that has been diverted from landfills and creates a luxury bath linen out of it. The towels are from yarns that did not pass their initial bulk manufacturing quality control standards and would have been thrown away. The yarns have been re-conceptualized for luxury, eco-friendly, desirable products. In addition, sailors will cut down on waste fabric that would have gone to the landfill.
   
• In March 2025, Loftex China launched its New Generation towel line with the addition of a further range of towels focused on sustainability and performance, following the debut in 2024. This updated towel collection includes new materials such as Revisco upcycled fiber from recycled garments, and recycled polyester with Ciclo enabled biodegradability in landfills. These towels incorporate an innovative design that includes absorbent loops that are inserted within the fabric, therefore maintaining a smooth, quick-drying surface.
   
• In January 2025, Alok Industries presented its “Sumptuous Living” towel collection made from high-grade Kasturi Cotton harvested on Indian soil at Heimtextil 2025 trade fair. As an affordable luxury collection, the towels are plush, extremely absorbent, and durable. The launch of the “Sumptuous Living” towel collection is another step showing Alok’s commitment to sustainability and innovation within the boundaries of the global sustainability trend and consumer desire for comfort and sustainability.
   

The towel market research report includes in-depth coverage of the industry with estimates & forecasts in terms of revenue (USD Billion) and volume (Million Units) from 2021 to 2034, for the following segments:

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Market, By Type

• Bath towels
• Hand towels
• Kitchen towels
• Others (beach towels, gym towels, etc.)

Market, By Material

• Paper
• Cotton
• Linen
• Microfiber towels
• Others (bamboo, terry cloth, etc.)

Market, By Price

• Low
• Medium
• High

Market, By End Use

• Residential
• Commercial
• Industrial

Market, By Distribution Channel

• Online
  • E-commerce site
  • Company website
• Offline
  • Specialty stores
  • Supermarkets/hypermarkets
  • Others (departmental stores, etc.)

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
• Asia Pacific
  • China
  • India
  • Japan
  • Australia
  • South Korea
• Latin America
  • Brazil
  • Mexico
  • Argentina
• Middle East and Africa
  • South Africa
  • Saudi Arabia
  • UAE