Made-in-the-USA Label Matters to Consumers

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June 28, 2011

As consumers shop in this tough economy, the “Made in the USA” label matters very much, according to research conducted by Perception Research Services International (PRS).

In fact, 80 percent of shoppers said they’ve seen the “Made in the USA” label while shopping and nearly two-thirds (60 percent) said the claim influenced their purchasing decisions.

By far “helping the economy” was the reason cited for why “Made in the USA” influences purchase decisions.

“Marketers of products made in America would do well to prominently highlight that fact, especially during these challenging economic times,” said Jonathan Asher, senior vice president of Fort Lee, N.J. based PRS. “In addition to the overt indication of helping the economy, our research also revealed a subtle sense that ‘Made in the USA’ provides a reassurance of quality and safety, given that ingested products top the list of those for which the claim is considered important. This suggests a benefit that could resonate even in a rosier economy.”

Made in the U.S.A. is considered important across a wide range of product categories, including food, over-the-counter medication, pet food/care, non-alcohol beverages, personal care, cosmetics, home furnishings and appliances, apparel, outdoor/gardening, kitchenware, home domestics and automotive.

It was considered less important for alcohol beverages that enjoy a certain cachet from their imported status, according to PRS.

More than 1,500 shoppers, aged 18 and older, participated in the study.

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