Products labeled “Made in USA” still carry a strong reputation with shoppers around the world, according to a RepTrak study reported by Forbes contributor Pamela N. Danziger on July 11, 2025. In every country surveyed except China, “Made in USA” ranked above “Made in China.”
What the study found
The “RepTrak Alert Study,” run with data partner Dynata, surveyed 13,000 consumers in ten countries, about 1,300 in each. Respondents rated goods made in their own country highest almost everywhere, but “Made in USA” was a clear second choice. Brazil was the one country where respondents rated USA-made goods above their own.
Intent to buy from USA companies was highest in Brazil (65%), the USA (61%) and Mexico (48%). In China, 40% said they were likely to buy and 11% unlikely. The exceptions were Canada and Germany: 41% of Canadians and 30% of Germans said they were unlikely to buy from USA companies when a comparable alternative was available.
“When it comes to ‘Made in the USA’ versus ‘Made in China,’ the world universally prefers made in USA, with the exception of China.”
Stephen Hahn, chief reputation and strategy officer, RepTrak, to Forbes
The study came after an Ipsos poll found global views of the USA as a positive influence fell from 60% in October 2024 to 46% in spring 2025.
Why it matters for Made in USA
The label is worth more than the politics around it. Even where views of USA policy have soured, shoppers still connect “Made in USA” with quality. That is valuable for USA manufacturers that export, and it is one more reason the label must stay honest. A reputation built over decades can be spent quickly by false claims.
The Canada and Germany numbers are a warning for exporters, though. RepTrak’s advice was to “think global and act local” by highlighting local factories, jobs and investments in each market. For USA makers selling abroad, a verifiable origin claim is a selling point, as long as it is backed by proof.
FAQ
How was the RepTrak study conducted?
RepTrak and Dynata surveyed 13,000 consumers in ten countries, about 1,300 per country, among people familiar with at least one of 13 industry segments.
Where is “Made in USA” least popular?
Canada and Germany, where 41% and 30% of respondents said they were unlikely to buy from USA companies if a comparable alternative existed.
Does “Made in USA” beat “Made in China” everywhere?
In the study, it ranked above “Made in China” in every country surveyed except China.
Source & credit
Originally reported by Forbes (Pamela N. Danziger) on July 11, 2025: ‘Made In USA’ Brand Reputation Still Stands Strong In Global Markets
Study: RepTrak Alert Study, conducted with Dynata.