Every other year COTTON USA sponsors a benchmarking study of mills and manufacturers around the world to solicit feedback on U.S. cotton’s performance against its competitors. In August and September 2021, C+R Research conducted the biennial survey, a follow-up of similar efforts from 2017 and 2019. Responses were received from 227 mills and manufacturers from 19 countries including the six largest cotton purchasing regions in the world - Northeast Asia, Southeast Asia, South Asia, China, Latin America and Central Europe.
The 2021 Benchmarking Survey was the first since the global Covid-19 pandemic caused widespread disruption throughout the supply chain. Quality (89%) and price (80%) remain the two most important purchase factors for mills and manufacturers in 2021. However, “living up to their contract” has increased in importance from 66% in 2019 to 76% in 2021. Mills and manufacturers may be seeking stability in a more volatile marketplace.
Next, mills and manufacturers were asked a series of questions comparing U.S. cotton to cotton from other regions. The results suggest mills and manufacturers overwhelmingly prefer U.S. cotton to other growths. 61% preferred U.S. cotton, compared to 8% Australian, 7% Chinese, and 6% Brazilian cotton. In addition, respondents were very satisfied with their U.S. cotton purchases as 97% indicated that they would recommend U.S. cotton to their customers.
97% of respondents would recommend U.S. Cotton
Preferred Cotton Source 2021
When asked to rate descriptions of cotton from various regions, U.S. cotton was rated as reliable (63%), low contamination (63%), consistent (60%), and high quality (54%) by the majority of respondents. Perceptions of U.S. cotton were slightly more favorable than Australian cotton and well above cotton from Brazil, India, and Africa. Only about one quarter (26%) of mills and manufacturers believed Brazilian cotton was low contamination, compared to 63% who believe U.S. cotton is low contamination. In addition, only 18% of mills and manufacturers believed Brazilian cotton was high quality, compared to 54% who believed U.S. cotton was high quality.
U.S. cotton continues to be the most trusted, reliable, and quality cotton in the world, from the viewpoint of its customers. This is likely why preference for U.S. cotton is more than 7 times higher than its next closest competitor.
Beyond the fiber, the study showcased the importance of added value benefits COTTON USA provides. A majority of respondents, 75%, found the educational knowledge provided and representative responsiveness was extremely important. Mills and manufacturers also valued the advice and networking available to them up and down the supply chain. Additionally, the technical assistance provided by COTTON USA SOLUTIONS® quickly established itself as a business altering offering with 75% of mill and manufacturers marking it as extremely important and 72% expressing satisfaction in their experiences with the technical consultancy.
As the global pandemic rages on, mills and manufacturers are seeking stable and trustworthy partners who will continue to live up to their contract during these unpredictable times. The team of experts behind COTTON USA SOLUTIONS® has created five business-building programs to help mills and manufacturers increase profitability. With in-depth mill consultations, extensive training courses, and cutting-edge research, COTTON USA SOLUTIONS® can maximize your productivity. Partner with U.S. cotton and the world’s leading cotton technical consultancy today by completing a form at cottonusa.org/contact-form.