‘Made in the U.S.A.’ Matters to Shoppers

6/22/2011

Consumers are increasingly looking for products made in America, according to a new research study from Fort Lee, N.J.-based Perception Research Services International (PRS).

The PRS shopper research survey found that most shoppers (80 percent) have seen a “Made in the U.S.A” claim when shopping and many (60 percent) say the claim influences their purchase decisions.

“Marketers of products made in America would do well to prominently highlight that fact, especially during these challenging economic times,” says Jonathan Asher, SVP, PRS. “In addition to the overt indication of helping the economy, our research also revealed a subtle sense that ‘Made in the U.S.A.’ 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
OTC Medication
Pet Food/Care
Non-alcoholic beverages
Personal Care
Cosmetics
Home Furnishings & Appliances
Clothing/Apparel
Outdoor/Gardening
Kitchenware
Home Domestics
Automotive

It was considered less important for alcoholic beverages such as wine, beer and spirits, which presumably all enjoy a certain cachet from being imported.

Over 1500 shoppers, aged 18+, participated in the study and by far, “helping the economy” is the reason cited for why “Made in the U.S.A.” influences purchase decisions.

PRS specializes in consumer research to develop, assess and improve shopper communications, including packaging and merchandising systems.