How consumer perceptions about country of origin are translating to purchasing behaviour around the world.

Consumers today have access to a wider array of products than ever before thanks to globalization and connectivity. For the majority of global consumers, they are exposed to both multinational and local brands from birth, and expectations around choice and quality are well engrained. But when it comes to country of origin, just how much does the “Made In” moniker influence purchasing behaviour?

The Nielsen Global Brand-Origin Survey highlights consumers’ preferences for and sentiment toward products manufactured by large global/multinational brands versus locally manufactured products across 34 categories and the extent to which preference and sentiment influence purchasing behaviour.


Overall, fresh food brand preferences tend to be more affected by perishability and quality as selection criteria, which increases the likelihood of preference for brands that manufacture or harvest these categories closer to the source of purchase. However, the movement away from a preference for local brands indicates this driver may become less influential in the future.

Fresh food local brand preferences

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