People More Likely To Buy Made In Britain

People likely to buy made in Britain

Britain has a strong and proud heritage in the world of manufacturing, being the birthplace of the Industrial Revolution that has led to the modern world as we know it. In recent years however, it is becoming rarer to find products that are still made in Britain.

The reasons for this vary, from the production costs involved to British companies moving production due to being bought by international companies. Due to this, there is often the stereotype that British made products are expensive due to the increased costs involved in manufacturing.

What is good news for anyone who is interested in buying British made products is that they are still associated with high quality and a strong heritage. That’s according to new research from Attest who aimed to find out what the perceptions towards British brands and products were.

Made In Britain Means Quality

The study asked 2,000 British, along with 2,000 American, people what they thought about British products and labels. The word ‘quality’ was found to be associated most commonly in a positive way with brands and products. Coming second was the word ‘heritage’, likely attesting to Britain’s strong history in this area.

This may have an unfortunate side effect however, with a fifth of all respondents felt that the ‘Made In Britain’ label made products appear old fashioned.  Another huge benefit for British brands and companies though is that the study found that three in four people would be more likely to buy a product if it has a ‘Made In Britain’ label, showing that there is still an appetite for British products.

Despite this, the Attest study also found that almost half of respondents felt that British-made products are expensive. This is likely, as stated before, due to the increased costs in manufacturing compared to making products elsewhere in the world.

So Which British Brands Are The Favourite?

When participants were asked to list their favourite British brands, it is perhaps understandable that both British and American respondents listed different brands. Firmly in front for Brits was the chocolate firm Cadbury, perhaps ironic given that the company is now owned by American company Mondelez International though it is still headquartered in the UK.

Second in the rankings was British high street staple Marks & Spencer. What is perhaps interesting about both companies is that they both have a strong and long heritage in the Britain, with Marks & Spencer being founded in 1884 in Leeds and Cadbury in 1824 in Birmingham.

There was also a difference in opinion by generation, with those over 60 preferring M&S while younger generations firmly favoured Cadbury. For anyone who feels like a chocolate treat after reading this, you’ll be pleased to know that OPInfo has a range of Cadbury products available!

In the United States however, it was Burberry that came out on top. This is perhaps unsurprising when considering that 41% of American respondents felt that British made products as stylish. For those thinking that Burberry may be a surprising choice for most popular British brand; it was found that brand permanence is perhaps not as strong as British manufacturing may prefer.

While it would be hard for a Brit to not think of an American brand or company when asked on the spot, this is not the same for Americans. One in three Americans could not name a single British brand, suggesting that British companies and brands have work to do to improve their recognition across the pond of products made in Britain.

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Sarah Jubb
Sarah Jubb

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