What's happening:
The idea of domestically made products continues to carry strong weight with consumers, with “Made in the USA” labels serving as a signal of quality, craftsmanship, and trust. As the idea and conversations around trust - whether in institutions, brands, or leadership - take center stage, this label remains a meaningful way for brands to quickly set themselves up as one that consumers can count on. Not all labels are created equal, though, and consumers take notice of ones that may be less meaningful to them, such as “Designed in the USA”, for example. This distinction underscores the level of discernment customers have when reading these labels and the value they place on truly domestically made goods.
What we found:
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Not all labels are created equal. “Made in the USA” is ranked as the number 1 most meaningful label on packaging with “Sourced from USA materials”, “Assembled in the USA”, “Designed in the USA”, and “Packaged in the USA” following in respective rank.
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Over half (52%) of respondents cite that products being made in the US is an important attribute when considering their purchases.
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This sentiment is only continuing to increase, with over a third (37%) reporting that their preference for Made in the USA products has increased over the past year.
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It goes beyond just the label, too. 60% of respondents note that brands recognizing patriotic events and holidays, such as the 4th of July and Veteran’s Day, improve their perception of that brand.
Why it matters:
The "Made in the USA" label offers more than just a promise of quality—it taps into a growing consumer desire for transparency, trust, and pride. For brands, leveraging this label effectively can differentiate products in a crowded marketplace where authenticity matters more than ever.
Aligning campaigns with patriotic holidays and events can amplify this impact, providing an opportunity to connect with consumers on a deeper, more emotional level beyond what the words on the packaging say. By pairing this messaging with clear communication about sourcing and manufacturing practices, brands can reinforce their commitment to shared values and build lasting loyalty in an era where trust is paramount.
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