'Made in Britain' label: willingness to pay extra in countries worldwide 2017

This statistic shows the average net premium that consumers are willing to pay for products with a 'Made in Britain' label in selected countries worldwide as of a survey conducted in November and December 2017. Consumers in China are willing to pay the highest premium on products made in Great Britain, at 3.8 percent. India and the United Arab Emirates rank in second place and third place, with respondents willing to pay an average premium of 3.7 percent and 3.5 percent, respectively. The only country in which consumers would pay less for British products in France, at minus one percent.

Average net premium which consumers are willing to pay for products labeled 'Made in Britain' in selected countries worldwide in 2017

Characteristic	Average net premium
China	3.8%
India	3.7%
United Arab Emirates	3.5%
South Africa	2.7%
United States of America	0.6%
Republic of Ireland	0.5%
Germany	0.3%
France	-1%

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Release date

February 2018

More information

Region

United Kingdom (Great Britain)

Survey time period

November 30, 2017 to December 8, 2017

Number of respondents

8,060*

Method of interview

Online interview

Supplementary notes

* The source does not give a breakdown of the number of respondents per country.

The research considered eight categories (general food products, alcoholic beverages, soft drinks, fashion items, high precision tools, automotives, homewares and air travel) to estimate the premium commanded on products labeled as made in Britain, England, Scotland and/or Wales in comparison to unlabelled products.

The results shown in this statistic are net results, which take into account that some consumers have a negative and indifferent perceptions of British-made products. For more information, please see page 8 of the report.

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