The Vision Council, the eyewear industry trade group, released a survey on September 13, 2024 finding that more than half of USA consumers count a Made in USA label as an important buying factor.
Key findings
- The survey of 1,500 adults ran from August 7 to 29, 2024.
- 52 percent said Made in USA is important in their purchase decisions, and 44 percent said they buy USA-made products fairly often or always.
- 45 percent would pay a premium of 5 percent or more for USA-made eyewear.
- Shoppers rated assembly, craftsmanship, quality testing and design as the key steps for glasses to count as made in the USA.
- Three-quarters said frames made in a USA factory from imported raw materials were made in the USA.
The policy angle
The FTC standard requires products labeled Made in USA without qualification to be “all or virtually all” made in the USA, down to raw materials. The Vision Council says its findings show consumers are more flexible than that standard, and it plans to keep pressing regulators.
“This research underscores that consumers are more flexible than existing federal guidelines when it comes to labeling eyewear products as ‘Made in the USA.’”
Michael Vitale, The Vision Council
FAQ
How many people were surveyed?
1,500 USA adults, from August 7 to 29, 2024.
Would buyers pay more?
45% said they would pay a premium of 5% or more for USA-made eyewear.
Does this change the FTC rule?
No. The FTC “all or virtually all” standard still applies. The Vision Council is using the survey to argue for change.
Source & credit
Source: INVISION Magazine, September 13, 2024: “New Research From The Vision Council Finds More Than Half of U.S. Consumers Value ‘Made in USA’ Products” (The Vision Council press release).