US Homeowners Increasingly Prioritize Domestic-Made Products in Buying Decisions

Home Improvement

USA: As pricing pressures continue to influence the home improvement market, a growing number of U.S. homeowners are considering product origin in their purchasing decisions.

According to new data from the Home Improvement Research Institute, nearly one in three homeowners takes into account whether a product is made in the U.S. when buying home improvement materials, tools, and products—highlighting domestic manufacturing as a key differentiator for a significant portion 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.”

Source: HBS Dealer