Made In America Study & Impact Analysis

“Made in America” influences home improvement choices but trails price and quality, carrying about 40% of price’s weight, according to the Home Improvement Research Institute's Made in America Study.

The preference is broad yet largely ideological, strongest among conservatives and older homeowners, and reinforced by hands-on, experience-driven buyers. Advanced DIYers and urban homeowners show the highest intensity of support for American-made products.

HIRI's study identifies three distinct segments emerge in how homeowners perceive and respond to trade and manufacturing dynamics: Continental Preference, American Proud, and Global Pragmatists. These segments demonstrate varying attitudes when it comes to how important the "Made in America" label is when shopping for home improvement products.

For example, Continental Preference buyers lean pragmatic, favoring U.S. and Canadian products but guided chiefly by price and value, while American Proud consumers are the most tariff-literate and supportive of trade protection, viewing American-made goods as both higher quality and worth a premium. 

Some of the home improvement categories most likely to be Made in America include major appliances, kitchen cabinets and countertops, flooring and siding, paint and interior finishes, and pavers and outdoor surfaces. Building product categories rely on brand reputation, domestic manufacturing strength, and significant consumer preference to be notably competitive against imported goods.

The Home Improvement Research Institute's Made in America Study includes data on the perceptions of quality, brand reputation, and trust for American-made versus imported products. Additionally, the report segments homeowners based on attitudinal characteristics to uncover distinct profiles and decision-making patterns when it comes "Made in America" preferences.

Most contractors do not necessarily default to choosing “Made in America” products when remodeling homes, but there is an increasing trend toward specifying them within certain contexts. For example, they may want to comply with specific state incentives or green building certification requirements.

Additionally, the Home Improvement Research Institute's Made in America Study found that a significant number of homeowners value the “Made in America” label, with about one in three considering it an important factor when buying home improvement products, though price still carries more weight. This means that consumer preference can influence contractors to choose Made in America products when remodeling homes.

However, there are also practical considerations that contractors have to make, and certain common building products and materials (including lighting, hardware, plumbing fixtures, and electrical supplies) are still overwhelmingly important at more cost-effective rates. 

Contractors may recommend American‑made products to their home improvement clients for a variety of reasons that align with project goals, including compliance with federal regulations, cost control, and supply chain resilience. They may also want faster and better support from domestic manufacturers. Additionally, contractors may be swayed by the opinions and preferences of their clients, and whether the latter have strong opinions about American-made products and materials.

The Home Improvement Research Institute's Made in America Study measures how much consumers value “Made in America” labels when purchasing home improvement products relative to other countries. This data-driven report also compared compares perceptions of quality, brand reputation, and trust for American-made versus imported products.

There is a strong domestic manufacturing base for several building product categories that might be used for kitchen remodels, including cabinets, countertops, flooring, paint, and kitchen appliances and equipment. The presence of strong and competitive brands on the market may influence homeowners and contractors to choose "Made in America" products for kitchen remodels and renovations.

The Home Improvement Research Institute's Made in America Study explores how much consumers value “Made in America” labels when purchasing home improvement products, relative to items imported from other countries.​ The study also compares perceptions of quality, brand reputation, and trust for American-made versus imported products.​

The data reveals that both personal values and direct experience shape perceptions of American craftsmanship and reliability.

The “Made in America” labels influences home improvement choices but trails price and quality, carrying about 40% of price’s weight. Interest in U.S.-made home improvement products spans demographics but is driven more by ideology than age or income. Political orientation explains most variation, reflecting a preference rooted in worldview rather than affluence or life stage.

The Home Improvement Research Institute's Made in America Study provides a wealth of statistics on consumers choosing U.S.-made home improvement products. The report explores how shoppers evaluate American-made home improvement products versus imported goods, the factors driving their purchase decisions, and the impact of economic conditions such as tariffs on these preferences.