70% of Britons are more likely to buy products bearing the ‘Made in Britain’ logo

An increasing number of shoppers across Great Britain and Northern Ireland are more likely to buy British-made goods that carry the Made in Britain trademark, according to a YouGov survey. Commissioned by Made in Britain, the official non-profit organisation championing British-made goods and manufacturing, the survey of more than 2,000 people shows stronger levels of trust in products that are clearly UK-made.

The results found that 70% of consumers are more likely to buy goods displaying the Made in Britain trademark, up from 44% in 2025. Meanwhile, 86% of UK adults say they consider product origin when deciding to make a purchase. The findings suggest that consumers increasingly associate British goods with quality and reliability.

The findings come after Made in Britain published further survey data that showed that UK adults trust the quality of British-made products over goods made in the USA, China and the European Union.

One product that prominently features the Made in Britain trademark on its packaging is the 9Barista Stovetop Espresso Maker, which was designed, engineered and assembled in Cambridge.

Hugh Clark, Engineering Lead at 9Barista, the maker of the first jet-engineered stovetop espresso maker, comments: “Manufacturing in Britain has given us a huge brand advantage. When purchasing our products, our customers are investing in a premium stovetop espresso maker that they want to count on for years to come. The Made In Britain mark quickly communicates that we have put care and attention into our supply chain and manufacturing, so your investment in our product will be rewarded.”

He continues: “The Made In Britain mark is a great way of communicating to our customers that we’re taking advantage of the manufacturing here in the UK and that our products are of better quality as a result. Having an organisation like Made In Britain lend its name and mark to the 9Barista machine is a recognisable seal of approval saying: ‘This is the real deal.'”

The research reflects a broader shift in consumer behaviour towards products with clear provenance and verified credentials. Yet, while demand for British products is growing, poor visibility and a lack of labelling are still holding retail back, according to the survey results, with 46% of consumers surveyed calling for clearer labelling to help them identify UK-made goods on shelves.

Nonetheless, when asked to choose from a specified list that included the UK and the country’s biggest importers in a YouGov survey, almost a fifth of respondents (19%) chose the UK as the country they associate with the best quality goods.

“It’s clear that British manufacturing commands a high level of trust among consumers,” states John Pearce, CEO of Made in Britain. “People want to know where products come from, how they are made, and the standards they meet. The Made in Britain trademark helps people to identify products manufactured in the UK by verified members committed to quality and accountability. With half of all Britons (49%) recognising the mark, choosing to bear the Made in Britain logo is a strong opportunity for retailers and manufacturers to work together to promote greater visibility of British-made goods.”

With more than 2,250 manufacturers now using the Made in Britain trademark, the organisation is calling for greater visibility and promotion of British manufacturing across retail environments, helping consumers support the long-term economic growth of domestic and heritage products.