You must identify reliable sources for consumer intelligence and leverage those learnings deeply. For home care or durable goods, such as TVs, there is far less emphasis on the country of origin. For other categories, like beauty and skin care, sourcing from markets such as the U.S., Korea, Japan or France carries a premium influence. Consumers simply trust the safety of foods produced in the U.S. We find that “Made in the USA” carries premium positioning globally for nutrition products. The value of the country of origin varies, of course, by the product category. For many consumer products, the economics simply don’t work out when your raw materials aren’t locally produced.Ĭonsumer demand for goods produced in certain countries is increasing. You are better off centering your manufacturing plant around material supply and proximity to your customer base. My team puts a tremendous focus on the quality and source of the raw ingredients-it’s our key focus that drives our premium positioning.įocusing on your raw material sourcing as the most important aspect of your supply chain shifts you away from chasing cheap labor.
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