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Consumers Prefer Made in USA Products

July 29, 2013
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The Boston Consulting Group and other researchers recently reported that consumer preference for Made in USA products continues to increase. Here is a sampling of the results:

  • About two-thirds of U.S. consumers are willing to pay a premium for 10 key product categories that were tested—from baby food and appliances to electronics and apparel.
  • The premium consumers are willing to pay varies, ranging from about 10 percent to more than 60 percent in the categories tested.
  • In all of the 10 categories, at least 20 percent of U.S. consumers are willing to pay a premium of more than 10 percent.
  • Nearly 60 percent of U.S. consumers chose Made in USA products over less expensive Chinese goods at least once in the month before the survey.

As consumers increasingly put their preferences into action, retailers need to make it easy to find Made in USA products, and manufacturers need to use Total Cost of Ownership to understand how they can competitively offer a broad range of U.S. products.

"Voters See Manufacturing as the ‘irreplaceable core of a strong economy'" – American Alliance of Manufacturing
"That ‘Made in USA' Label May Be Worth More Than You Think" – The Boston Consulting Group
"Born in the USA OR Coming to America: Harris Poll Finds Buying American Still Valued in Increasingly Global Marketplace" – Harris Poll

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