How many bath towels online towel shoppers own: 3 or 4, for 43% (2026)

Online towel shoppers own 3 or 4 bath towels of their own. One in ten shares towels with someone at home.

1,000 Casa da Toalha customers said how many bath towels are theirs alone, between 9 September and 16 October 2026. Two in three own three or more; almost one in four lives with one or two. A portrait of people who buy towels online, not of the whole country.

The study in five numbers

"Three or four towels per person is the real set of the people who buy from Casa da Toalha. And there is still one in ten who shares towels with someone at home. That is the household the five-piece set makes sense for."

Ana Carolina Nielson, founder of Casa da Toalha

Finding 1: 3 or 4 towels is the standard set

42.8%

Of 1,000 customers, 42.8% own three or four bath towels of their own and 22.5% own five or more: 65.3% own at least three. At the other end, 18.7% own two, 4.5% own one and 10.3% share towels with someone at home.

Post-purchase survey (Fairing), all customers, 9 Sep to 16 Oct 2026, n=1,000.

Finding 2: one in ten shares towels, and that household buys less

10.3%

103 customers (10.3%) said they share towels with someone at home. Crossing with the same person's other answers, 34.0% of this group only buys new towels when the old ones wear out (35 of 103), against 16.4% of those who own three or four towels; and 36.3% use the same towel for a week (37 of 102). In the free-text answers, several explained: "towels are for everyone once washed", "we do not share during use".

Fairing, cross-tabulation between the towel-count, frequency and showers questions, same order, 9 Sep to 16 Oct 2026.

Finding 3: people with fewer towels use each one for longer

57.8%

57.8% of those who own a single towel use it for a week (26 of 45), against 34.4% of those with two, 32.2% of those with three or four and 29.8% of those with five or more. The number of towels at home goes together with how long each one stays in use (an association, not proof of cause). The one-towel group is small (45 people) and counts as a signal.

Fairing, cross-tabulation between the towel-count and showers questions, same order, 9 Sep to 16 Oct 2026.

Finding 4: returning customers own more towels

33.9%

Among customers who had bought from the shop before, 33.9% own five towels or more (39 of 115), against 21.1% among first-time buyers (186 of 883; 2 answers without that information). People who have bought from the shop before tend to own a larger set. The returning-customer group is smaller (115 people) and counts as a strong signal, not a closed statistic.

Fairing, returning customers against first-time customers, 9 Sep to 16 Oct 2026.

Finding 5: the order grows with the size of the set

R$ 400

People who own five towels or more placed orders of R$ 400 on average; those with three or four, R$ 389; those with two, R$ 326. The difference between those with five or more and those with two is 23%. Those with a single towel (R$ 380) break the ladder, but it is a group of 45 people.

Fairing, total order value including shipping, 9 Sep to 16 Oct 2026.

How to cite this study

Free to use with credit, CC BY 4.0 licence

Casa da Toalha. "How many bath towels online towel shoppers own", October 2026. Open data CC BY 4.0. Available at: www.casadatoalha.com.br/pages/how-many-bath-towels-brazilians-own-2026

The charts and the table on this page may be republished with the credit above. Aggregated data available for download below.

Method and limitations

The question appears on the order confirmation screen, for all customers of the shop, and each customer answers once. The answers come from customers of a single Brazilian online towel retailer, across every state; about 89% were first-time customers. It is not a survey of the Brazilian population: it is a portrait of who buys towels online. The same person also answered the other two questions in this series, which allows the cross-tabulations between habit and purchase (995 orders with all three answers).

The one-towel group (45 answers) and the returning-customer group (115) are small and count as signals. The question is about towels that are the person's own: someone who answered "I share" may have several towels at home, but none for exclusive use. The 12 free-text answers include cases such as "I live alone" and "14". The average order is the total order value reported by the shop, including shipping. Over the same period, the average across all orders in the shop was R$ 354; respondents to this question spent R$ 378 on average, slightly above the general average. Percentages are computed on the counts, so the sum of two rounded percentages may differ from the aggregate by 0.1 point.

Last updated: 19 October 2026.

Open data: the table with every figure in this study, with no identifiable customer data, is available as CSV: download the study spreadsheet (CSV). CC BY 4.0 licence. Free to use with credit.

Frequently asked questions about this study

Casa da Toalha since 2009

About Casa da Toalha and press contact

Casa da Toalha is a Brazilian online shop specialising in towels and bed, table and bath linen. Founded in August 2009 by Ana Carolina Nielson, the company is based in Brusque, Santa Catarina, and holds a registered trademark with the Brazilian patent and trademark office (INPI). On Reclame Aqui, Brazil's main consumer reputation platform, it has earned the RA1000 seal, most recently recorded in June 2026; the rating is recalculated every month and the valid figure is always the one on the official profile. Since 2026 it has published an annual study on the Brazilian towel market, with open data. More at casadatoalha.com.br.

Press: financeiro@casadatoalha.com.br. All editions at www.casadatoalha.com.br/pages/estudos.

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