- 6 in 10 UK businesses prefer to buy British products over imported alternatives – up 20% in a year
- 20% increase in number of businesses with ‘Buy British’ procurement policies
- Key drivers – supporting the UK economy/jobs; environmental reasons; trust
Nearly 80 per cent (79%) of UK companies today recognise the official Made in Britain Trademark amid rising business demand for British products, according to nationwide research* conducted by OnePoll in March 2024.
The surge in Made in Britain Trademark recognition comes as almost six in ten (57%) of businesses say they prefer to buy British-made products over alternatives imported from other countries, Made in Britain’s fifth annual Buying British survey has found.
Preference for British products has risen by more than 20 per cent (21%) over the past year. The two key drivers of buying British sentiment among UK companies are “to help the British economy/support British jobs” (68%) and environmental reasons (62%).
| Does the business you work for prefer to buy products made in Britain or products made outside of Britain? | 2024 | 2023** |
| Products made in Britain | 57% | 47% |
| Products made outside of Britain | 5% | 10% |
| No preference | 38% | 35% |
| Not sure | 1% | 6% |
| Drivers of British business preference for UK-made goods: | ||
| It’s important to help the British economy/support British jobs | 68% | 65% |
| Buying British is better for the environment as the products have not travelled as far | 62% | 35% |
| We trust British products | 56% | 39% |
| It’s more economical | 47% | 50% |
| Geopolitical crises (e.g. war in Ukraine) mean the British economy needs to be as self-sufficient as possible | 32% | 16% |
Against this backdrop of rising economic patriotism among UK companies, procurement policies have been changing too. Almost half (48%) of British companies say they have a procurement target for British-made products – up 20 per cent from a year ago.
Of those companies that have a procurement target for British-made products, the average target is 48 per cent of all goods purchased, the research finds a year-on-year increase of 40 per cent. A year ago, the average procurement target for British-made products was 34 per cent.
| Does the business you work for have a procurement target for the amount of products it purchases that are made in Britain? | 2024 | 2023 |
| Yes | 48% | 40% |
| No | 49% | 50% |
| Don’t know | 3% | 10% |
| Average size of procurement target for products that are made in Britain: (among businesses with such a procurement target) |
||
| As a percentage of all goods purchased | 48% | 34% |
The trade association Made in Britain unites British manufacturers by their licensed use of the collective Trademark – which they display on their physical products and packaging, as well as on their marketing materials (both physical and online) to promote their British provenance.
Of those UK businesses that know the Made in Britain Trademark (79%), nearly two-thirds (64%) say they are more inclined to buy a product if they have seen the Trademark on it or associated with it, according to the research.
Made in Britain CEO John Pearce (pictured, left) said:
“British businesses across the economy have been shifting their focus towards purchasing more UK-manufactured products because they want to support the domestic economy, while at the same time, they are increasingly engaged with improving their sustainability practices and looking at the social value of their procurement policies, our research shows. The Made in Britain Trademark is the most widely understood and visually impactful marketing tool that British manufacturers can use to cater to this demand.
“Instantly recognisable and trusted across the British business community, the Made in Britain Trademark has become the official signpost to UK-manufactured goods. Our ever-growing community of manufacturers tell us they proudly display the Trademark for three key reasons – it is the most effective way to communicate what type of company they are; it helps them sell more of what they make; and it bolsters trust and recognition for their brands.”
* Made in Britain 5th annual Buying British Survey, polling 1,000 decision-makers engaged in procurement at British businesses; fieldwork conducted by OnePoll 12th-19th March 2024.
** Made in Britain 4th annual Buying British Survey, polling 1,000 decision-makers engaged in procurement at British businesses; fieldwork conducted by OnePoll 7th-18th January 2023.
By Made in Britain 8 months ago | By Made in Britain