We all know how important the local trend is. Interestingly, “Made in the U.S.A.” is also an attribute among American shoppers, according to a new study. Sixty percent of shoppers say a “Made in the U.S.A.” claim positively influences their purchase decision. This trend transcends many categories, including food. Marketers who can’t make a local claim may feel they’re missing out, but local is relative. Desire for local can create preference for domestic vs. imported, so promoting “domestic” claims should increase preference as well.
Progressive Grocer, 6/22/2011
