Beyond the Label: How Consumer Perceptions of American-Made Products are Changing

What's happening:

Americans still care about buying "Made in the USA" products, but what that actually means to them is shifting. Since our last check-in on this topic in our Consumer Pulse in November 2024, there has been little change in the overall number of consumers who feel buying American-made goods is important. However, the environment has evolved. Trade policy is again in the spotlight, a new administration is shaping the national conversation, and partisan divides are starting to affect what used to be a shared value. Younger shoppers don't seem as attached to the "Made in USA" label as their parents were. Meanwhile, people are asking harder questions about what really counts as American-made in the first place. The label itself isn't going anywhere, but what it represents to different people is evolving right along with our politics and culture.

What we found:

• 50% of consumers state that purchasing products made in the U.S. is “very” or “extremely important”, a negligible shift from the 52% reported in November. 
• Younger consumers feel less inclined to place importance on USA-made products, with just 35% of Gen Z indicating it is a large consideration for them. 
• 51% would only pay up to a 10% premium for MIUSA products, while 26% would not pay a premium at all. 
• When presented with 5 different labels one might see on a package, 51% indicated that “Made in the USA” is the most meaningful, followed by “Sourced from USA materials”, Assembled in the USA”, “Designed in the USA”, and finally “Packaged in the USA” as the least meaningful. 

Why it matters:

The phrase “Made in the USA” still carries meaning, but it has become more complex. People want to know more than just where a product is made; they’re seeking honesty about what that label truly represents. As opinions shift across political and generational boundaries, brands must carefully consider their approach. It’s not enough to simply display a flag on the packaging. Brands need to demonstrate that they understand what their audience cares about, whether that’s quality, transparency, or shared values. Those who communicate clearly and specifically can build genuine trust.

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