Buying British Survey 2025

A YouGov poll of over 2,000 respondents commissioned by Made in Britain, the Buying British Survey 2025, has revealed clear demand from the British consumer to buy more British-made products. Britons remain eager to support homegrown industry, yet many find it difficult to identify whether a product is genuinely made in Britain.

This is where the official Made in Britain trademark plays a vital role. Its growing recognition - both at home and abroad - continues to strengthen, as reflected in the recent polling data.

Headline findings from the Made in Britain Buying British Survey 2025:

  • 45% of consumers believe British-made products need to be more widely available in retail
  • 36% say they struggle to find British goods in stores
  • 49% have seen the Made in Britain trademark while shopping
  • 44% say clearer Made in Britain labelling would encourage them to buy local products
  • Just 11% always notice whether a product was made in Britain 

Clearer labelling needed for British products

The survey underscores a strong public appetite for supporting UK manufacturing, but also highlights a significant challenge: consumers want clearer product labellingthat signals when something is made locally.

When asked what would help increase their purchases of British products, the top response (46%) was lower prices compared to non-UK goods. This was followed closely by improved availability (45%) and clearer labelling (44%).

Although pricing is a tough hurdle, given the global market's varying labour laws and cost structures, more prominent use of the Made in Britain trademark is an actionable solution manufacturers can adopt today.

With nearly half (49%) of shoppers already recognising the Made in Britain mark, it’s clear the label is gaining traction. Only 32% said they had not seen it before.

In addition, one in three consumers said they “always or often” consider whether a non-food item is made in Britain. Conversely, just 10% claimed they “never notice” once the item is on a shop shelf.

In the press: “British-made products are too hard to spot”

The survey has caught the attention of the national press and industry publications, helping to elevate the conversation around British-made goods and echoing consumer concerns:

  • -UK Manufacturing noted that “British-made products are too hard to spot.”
  • -Machinery Market reported that “the official Made in Britain campaign has gained traction with British consumers.”
  • -Manufacturing & Production Engineering Magazine highlighted that 46% of respondents would consider buying British if prices were lower, and 45% called for greater availability of UK-made products both in shops and online.

Continuing our mission, doubling down on domestic manufacturing

With the survey results in hand, Made in Britain is focused on action: raising the profile of British-made goods, promoting the values of UK manufacturing, and making these products more accessible to consumers.

John Pearce, CEO of Made in Britain (pictured), commented: “It’s encouraging to see demand is there from consumers to buy British, but manufacturers and retailers need to do more to showcase their Britishness.

“We have thousands of members who can attest to the benefits of proudly displaying that products are Made in Britain. Not only does this verify the origin, but it also signals that they are made to British standards and values.

“Our trademark is a clear indicator that products truly live up to what it means to be Made in Britain. I’d like to see more retailers and consumers get behind British manufacturing – and it’s clear that the public agrees.”

One way Made in Britain is supporting this initiative is through the launch of its first-ever Environmental and Social Value (ESV) Certification. This new programme provides a fast, affordable way for businesses to showcase their positive impact - helping them stand out in the marketplace and win new contracts.

To find out more about ESV Certification eligibility, visit the dedicated section on the Made in Britain website.

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