News “ Buying American-made products is becoming quite fashionable among U.S. shoppers.” Jonathan Asher, PRS “Made In USA” Labeling Influences Purchases The vast majority of U.S. shop-pers who notice a packaging claim that a product is “Made in the USA” are more likely to purchase that item, a new survey from research firm Perception Research Services International (PRS) shows. According to PRS data, about 80% of U.S. consumers recog-nize “Made in the USA” label-ing and 76% say that designa-tion positively influences their eventual purchasing decisions. “Whether it is for quality assurance, to boost the econ-omy or out of patriotism, buy-ing American-made products is becoming quite fashionable among U.S. shoppers,” says Jonathan Asher, executive vice president of PRS. “Particularly for products that are ingested such as food, beverages and medicines – if you make it here, make that clear – that is, include a ‘Made in the USA’ mention on your package so that shoppers are aware of that fact.” While U.S. shoppers value American-made products, PRS data shows they have generally negative feelings toward items that are labeled as “Made in China.” In fact, about 57% say they are less likely to purchase products that are manufac-tured in the Asian country, mostly because of quality and safety concerns. Even Chinese consumers don’t view “Made in China” products with great enthusiasm – just 58% are positively influenced by that labeling claim, PRS found. Among age groups, shoppers who are over 35 years old are the most likely to be positively influenced by “Made in the USA” claims and most likely to be negatively influenced by “Made in China” claims. Researchers aren’t quite sure why young shoppers are less influenced by a product’s coun-try of origin, although they cite cost as a possible factor. Overall, considering all respondents, shoppers who view “Made in China” products positively do so because the items are less expensive, researchers say. – DV 28 CPSC Recalls Water Bottles Retailer H&M, in conjunction with the U.S. Consumer Product Safety Commission (CPSC), has voluntarily recalled approxi-mately 2,900 children’s water bottles that pose choking haz-ards. The 16-oz. bottles – which were manufactured in Italy in June of 2012 – are pink or blue in color and include flip-top lids. Although H&M has received one report in England of the water bottle spout breaking off in a child’s mouth, the retailer says no injuries have been caused by the now-recalled product. As it relates to the ad spe-cialty market, similar drinkware is common, but suppliers cau-tion that it’s incumbent upon the whole industry to be careful when items that could be consid-ered as manufactured for adults – like the H&M water bottle – end up marketed to or sold to chil-dren. “This case brings to light how easily a general-use item can be turned into a children’s item,” says Leeton Lee, general counsel for Top 40 supplier ETS Express (asi/51197). “H&M prob-ably didn’t realize that if it’s being sold as a children’s product, then it needs to go through much more rigorous testing to ensure that there are no parts that can break off or pull off. It’s a whole different category of product, and that’s important for people in the ad specialty market to recognize, as well.” Consumers of the H&M bottle are being asked to immediately stop using the bottles and return them to any H&M location for a full refund. Additional safety questions can be answered by visiting the retailer’s recall page found through www.hm.com. – DV NOVEMBER 2012 | COUNSELOR When Spouts Attack U-S-A! U-S-A!