Made in America Report, 2025 Edition

Since early 2025, the Trump administration has wielded tariffs to incentivize domestic manufacturing and reshoring. Declining enthusiasm for “Made in America” products among U.S. consumers will pose headwinds for companies that ultimately follow suit.

The 2025 edition of Morning Consult’s Made in America Report leverages three years of trended data to offer a comprehensive assessment of public attitudes toward the “made in” product segment and the demographic and political drivers of consumer behavior, along with scenario-based reshoring assessments. The Executive Briefing section of the report provides a consolidated market outlook along with a summary of key consumer metrics to help time-constrained, data-savvy business leaders navigate the market.

In addition to a holistic overview, the report provides a detailed look at consumers' views of the Made in America market segment by gender, generation and political affiliation, with nearly all groups showing both declining enthusiasm for the product segment, and reduced willingness to pay extra for domestically manufactured goods, both of which come amid rising consumer price sensitivity.

In a year when many U.S. companies are struggling to navigate the Trump administration's trade war and are considering the merits of reshoring stateside, this report provides a one-stop shop for key insights into U.S. consumers' attitudes toward all things "Made in America."