WASHINGTON, D.C. — About four in 10 Americans report that they are consistently aware of which country products are made in before they purchase them, with 8% saying they are “always” aware and 31% indicating they are aware of it “most of the time.” An additional 37% report that they “sometimes” know where products are made, while smaller percentages admit they “rarely” (19%) or “never” (5%) know.
These findings are from the Bentley University-Gallup Business in Society study, which is based on a May 5-12, 2025, nationally representative web survey conducted using the Gallup Panel. The survey asked respondents to report their awareness of the origin of the products they purchased in the past year.
Adults aged 60 and older are the most likely to say they are aware of the country where products are from, as 49% say this is the case most of the time or always. This compares with 39% of those aged 45 to 59, 34% of 30- to 44-year-olds and 28% of 18- to 29-year-olds. Similarly, Republicans (43%) and independents (40%) are significantly more likely than Democrats (34%) to say they are aware of the country of origin at least most of the time.
Majority in U.S. Say It Is Important to Buy American-Made Food
Of six product types, a majority of U.S. adults say it is somewhat or extremely important to them that only one — groceries — are made in America. Thirty-two percent of Americans each say that it is “extremely” or “somewhat” important to them that the groceries they purchase are made in the U.S.
In contrast, less than half say it is important that the other five types of products are American made, including clothing and footwear (43%), automobiles and auto parts (40%), furniture and home goods (38%), technology and electronics (31%), and alcoholic beverages (29%).
Across the different product types, U.S. adults under the age of 30 are the least likely and those aged 45 and older are the most likely to say it is important that they are made in America. Likewise, of the three party groups, Democrats assign the least importance and Republicans the most to the products’ origin.
Support for Buying American-Made Products Owed to Supporting U.S. Workers
Majorities of Americans who say it is important to buy U.S.-made products say they do so to support American jobs and workers (71%) and to strengthen the U.S. economy (57%).
Fewer say they buy American products to reduce reliance on foreign goods (42%), to ensure higher quality and durability (27%), because of concerns about labor, ethics or environmental standards abroad (25%), or because of faster shipping, availability or supply chain reliability (22%). Only 9% of U.S. adults say expressing patriotism or national pride is a main reason.
Democrats are more likely than Republicans to indicate that concerns about labor, ethics or environmental standards abroad (39% vs. 10%, respectively) and faster shipping, availability or supply chain reliability (29% vs. 10%) are the main reasons they buy American-made goods. Republicans, on the other hand, are more likely than Democrats to cite strengthening the U.S. economy (72% vs. 50%) or reducing reliance on foreign goods (55% vs. 28%).
Majority in U.S. Think Increased Tariffs Harm Economy
Encouraging Americans to buy U.S.-made goods has been a central theme of President Donald Trump’s economic message. One way he has attempted to achieve this goal is by imposing tariffs on many countries. Yet the U.S. public is skeptical about tariffs, with a slim majority, 53%, thinking tariffs do more harm than good for the U.S. economy, 22% believing they do more good than harm, and 16% saying they do equal parts harm and good.
The vast majority of Democrats, 84%, say tariffs do more harm than good, compared with 12% of Republicans and 54% of independents. Meanwhile, Republicans are more likely than Democrats to think tariffs do more good (49% vs. 4%, respectively), and 19% of independents agree. These political differences likely reflect the strong association of tariffs with Trump’s economic policies.
Bottom Line
Although only 39% of U.S. adults consistently check where the products they buy are made, those who do say their main motivations are supporting American workers and jobs and strengthening the U.S. economy. This is especially true with food, where awareness of origin is highest. Yet Americans’ doubts about tariffs underscore a tension between wanting to protect domestic industries and safeguard their own pocketbooks and U.S. economic stability.
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