LUBBOCK, TX – Cotton has a market opening, but it will not win back share on tradition alone. Textile strategist Bob Antoshak says cotton must prove its value as polyester remains dominant and consumers continue buying with price in mind.
Antoshak says cotton accounted for 19 percent of global fiber output in 2024, while polyester reached 59 percent. World cotton stocks are projected to be lower in 2026/27, but inventories remain large enough to limit a true shortage story.
Growers also face tight economics. Higher seed, chemical, fuel, financing, and freight costs continue pressuring margins, even as the USDA’s upland farm-price forecast improves from last season.
The opportunity comes from categories where shoppers can feel the difference. Antoshak points to quality basics, denim, home textiles, premium casualwear, traceable programs, and regional supply chains.
Supima shows premium cotton can be branded and protected, but upland cotton needs a broader reset. The next gains depend on better products, stronger proof of origin, and messaging that reaches shoppers.
Farm-Level Takeaway: Cotton demand can improve, but growers need markets that reward quality, traceability, and real product value.