Ninety-seven percent are somewhat or very satisfied with the performance of 100% cotton. They are willing to pay more for them if they are durable, maintain their color, are 100% cotton and dry faster. And one-fifth of them make at least some effort to find ones that are environmentally friendly.

“They” are the 800 women strong, ages 25 to 70, who participated in Cotton Incorporated’s Lifestyle Monitor™ study that measures consumer attitudes and purchase behaviors specifically for home fabrics, including, yes—towels! For 14 years the Monitor has been successfully tracking women’s shopping and buying patterns to offer valuable data and insight into to what makes the American consumer tick.

Among recent findings, Monitor study participants revealed they, too, prefer to “do-it-myself” (95%) rather than have someone else do the work when it comes to home decorating. Given all the ideas they can tap into today, from store displays and magazines to a plethora of style tips on the Internet, this is no surprise. And when it comes to outfitting the bath, soaking up the attention of “amateur” as well as professional interior designers are towels in interesting constructions, fashion colorways and desirable features.

“There are so many different towels to choose from that I had a hard time deciding what to buy for my new master bathroom,” offers Joyce M. from Pittsburgh, Pennsylvania, who enjoys the challenge and the “hunt” for the perfect accessories for every room in her home. “But once I decided on the color, I looked for really soft, generously-sized towels that I knew my husband would love—and that I was able to find.”

“Every room in the house is special, but particularly the bathroom and powder room because they are seen and used most often,” suggests style guru B. Smith. “I put my own personality into my own homes, both at the shore and in the city, and I extend those sensibilities into my different bed and bath collections to help my consumer express her personality with coordinated towels and accessories.”

A former fashion model turned restaurateur,television host, author,entrepreneur, entertainer and expert when it comes to casual but elegant living, B. Smith knows style. For the last nine years, she has hosted the lifestyle television show B.Smith with Style. In 2001, she launched her first collection at Bed Bath & Beyond, The B.Smith with Style Home Collection, which currently includes bedding, tabletop, bath towels and area rugs, doormats, wall art and paper products and is still going strong.

In designing towels, B. Smith says she keeps her consumers’ preferences in mind. “There are lots of solid color towels at retail, but they like embellished towels that are a little more special,” she relates. “The Pompeii towel collection, for example, has a 100 percent terry body and a wonderful fabric border. In terms of construction,I’m always looking at what can be done that is ‘green’and natural and at how I can bring more fashion to towels through organic colors or threads for a ‘wow’ factor.”

Being fashion-focused is the mantra among industry towel designers who interpret the latest trends for consumers to “dress” their baths. “We do look at constructions, but our company is more fashion-focused,” confirms one towel designer at a major manufacturer. “I design collections with combined yarn-dyed stripes and jacquards, and create different textures—not only in colors—with surface interest in rice and twill weaves, bouclés, and high and low pile heights.”

She points out that color is “super important, however, right now neutrals, always at the top of the list, are stronger than ever—particularly lighter shades of gray. Aqua blues are doing phenomenally, and cobalt blue is the new blue coming on strong.”

With retail floors filled with solid colors and everything looking the same, she suggests that jacquards and stripes provide relief from all the solids and add interest to the retail department. “And the consumer can change the look of her bathroom by changing the towels—it’s an inexpensive redecorating upgrade.”

What’s the future color of home—including towels? Cotton Incorporated’s home trend forecasting group foresees colors for spring/summer 2009 that will play into the consumer’s mood with palettes that are invigorating or earthy, sober or brilliantly electric. “Invigorating lavender combines with black and cream to enhance and define vibrant hues,” says a Cotton Incorporated trend analyst. “Earthy purple casted browns will supple peach. Neutrals and monochromatic pinks are complemented by matte shades of blue-green and muddled brown. And look for sober neutrals with bright turquoise and sun-bleached lemon, as well as brilliant shades of electric green and vivid blue. Gradation effects in terrycloth go from bright and bold to a soft shimmer.”

Color and fashion aside, here’s another “trend” to watch. The energy crisis continues to make headlines and impact consumer habits across the board. In the latest Monitor study, almost three-quarters of consumers say they are willing to pay more for a bath towel made of 100% cotton that has the ability to dry faster in the dryer. The top three reasons they cited? Conserve energy (35.9%), save time doing laundry/more convenient (32.9%), and save money on energy bills (27%)!

One manufacturer identified the need for such a towel and already has a program in place. “We currently have a towel program with a speed-dry bath sheet and tub mat that are big and heavy but dry faster than regular 100 percent cotton towels,” relates a company executive. “Our own consumer research confirms Monitor findings. Although softness, color, size, etc. are among favorite attributes—and the consumer wants all of these in a bath towel—they are definitely interested in a faster-drying towel and will spend more for it, if it is 100% cotton.”

When asked if she would spend more for a faster-drying cotton towel, Joyce M. of Pittsburgh exclaimed, “Are you kidding? In a heartbeat…you should see our electric bill!”

This story is one in a series of articles based on findings from Cotton Incorporated’s Lifestyle Monitor™ tracking research. Each story will focus on a specific topic as it relates to American consumers’ attitudes and behavior regarding home fabrics, decorating, fiber selection and many other timely, relevant subjects.