Americans Plan to Spend More on US-Made Grocery Brands

19 February 2002

ACNielsen’s new Consumer Pre*View survey reports that consumers are rallying round the flag of US-manufactured grocery products at the expense of dining out.

Attitudinal research among participants in the researcher’s Homescan consumer panel in December 2001 and January 2002 indicates that 27% of US consumers plan to eat out for dinner less often in the next three months. Younger and lower income consumers are more likely than others to reduce restaurant visits.

Alongside this finding, 35% of panellists said they are now more likely to buy American-made grocery products than they were last year. Older and lower-income consumers reported the highest likelihood of buying American-made grocery products.

Comments senior vp ACNielsen Homescan Nick Sorvillo: “Clearly, these are positive findings for the consumer packaged goods industry. We now have the means to more clearly anticipate consumer purchasing of packaged goods and the indications look good for the latter half of this year.”

The interest in buying American is a good marketing opportunity, adds Sorvillo: “'These days it's not always easy to tell where products are made. Some domestic-sounding items are actually from other countries and vice versa. So, for those truly American-made products, now is the time to make sure consumers know that they were made here.”

Data sourced from: Daily Research News Online; additional content by WARC staff