As price pressures continue to shape the home improvement market, a significant share of U.S. homeowners factor product origin into their buying decisions.
New data from the Home Improvement Research Institute shows that nearly one in three homeowners considers whether a product is made in the U.S. when purchasing home improvement materials, tools and products. This signals that domestic manufacturing remains a meaningful differentiator for sizable segments of the market.
“These findings show that the ‘Made in America’ label is not just a patriotic talking point but a practical decision factor for certain audiences,” said Dave King, executive director of HIRI. “For companies that understand to whom origin matters and why, there’s a clear opportunity to tailor messaging in a competitive retail environment.”
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