Overview

• The Conference Board's June 2025 survey found only 50% of U.S. adults would repurchase a product after learning it was made in the United States, down from 60% in May 2022.
• Report author Denise Dahlhoff attributes the decline to rising price concerns and tariff-driven production costs, undercutting the administration's strategy to boost domestic manufacturing.
• Loyalty to products from Japan, the UK, Mexico and China dropped by between three and six percentage points between 2022 and 2025.
• Consumers aged 55 and older showed the steepest drop in allegiance to U.S.-made goods, while those under 35 recorded a slight increase in domestic loyalty.
• Significant political and income divides persist, with Republicans and middle-income shoppers more inclined toward American-made goods than Democrats and lower-income consumers.