Consumers are increasingly looking for products made in America, according to a new survey of more than 1,500 consumers from Fort Lee, N.J.-based Perception Research Services International (PRS), reports Progressive Grocer.
Most shoppers (80 percent) have seen a "Made in the USA" claim when shopping and 60 percent say the claim influences their purchase decisions. By far, "helping the economy" is the reason cited for why "Made in the USA." influences purchase decisions.
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; and Automotive. It is considered less important for alcoholic beverages such as wine, beer and spirits, which all enjoy a certain cachet from being imported.
"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 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."
