A new survey by The Conference Board shows that US consumers are losing interest in “Made in America” products.
In June, 50% said they would buy again a product they liked if it was US-made, down from 60% in 2022.
Loyalty dropped for other markets too: Japan (21% to 16%), the UK (21% to 16%), and Mexico (17% to 11%).
Older Americans showed the steepest decline, with loyalty falling from 69% to 47%, while those under 35 saw a slight increase from 49% to 50%.
Experts say rising prices and tariffs are pushing shoppers toward affordability over origin.
Younger buyers had a modest rise in loyalty. It may reflect growing interest in sustainability and job creation through domestic manufacturing.