When Afina founder Ramon van Meer offered shoppers the same filtered showerhead made in China for $129 or made in the USA for $239, not one chose the USA version, Business Insider reported on May 11, 2025.
The test
- Van Meer’s showerhead is made in China, with filters made in the USA and some materials from Vietnam.
- To make it fully in the USA, he would need four to six separate suppliers, and it would cost about three times as much. That was more than paying the tariff.
- He put both versions on Afina’s website. Business Insider reported that more than 25,000 people visited, 584 bought the imported version and none bought the USA-made one.
- Van Meer first shared the results on X on April 24, 2025, and called them “sobering” in a blog post.
NPR followed up on May 20 with other showerhead makers. SaverShower in West Hartford, Connecticut, still makes its original all-brass model in the USA with eight local suppliers. Rick Whedon said Connecticut once had about 300 machine shops turning brass, and today might have 75.
“When somebody has to pay for it, that’s the actual real data.”
Ramon van Meer, Afina founder, to Business Insider
Why it matters for Made in USA
Surveys often show shoppers will pay more for USA-made goods. This test, with real purchases, showed a gap between what people say and what they buy. It suggests a large price premium is a hard sell for everyday products. Related: small brands on USA production costs.
FAQ
What was the test?
Afina offered the same showerhead made in China for $129 or made in the USA for $239.
What happened?
Business Insider reported 584 sales of the imported version and none of the USA-made one.
Why was the USA version so expensive?
Van Meer said he would need several USA suppliers and it would cost about three times as much to make.
Source & credit
Source: Business Insider, May 11, 2025: “A business owner tested if customers would pay more for American-made. The results were ‘sobering.’”, by Dominick Reuter. Additional reporting: NPR.