Focused inSights: Made in the USA Eyewear Report 2024

The Focused inSights: Made in the USA 2024 report from The Vision Council examines how American consumers perceive "Made in the USA" product claims, with a special emphasis on the eyewear category. At a time when evolving manufacturing regulations and sourcing practices are reshaping the market, this report offers timely insight into what U.S. origin claims mean to consumers—and how those perceptions influence purchasing behavior. It also explores how definitions from regulatory agencies like the FTC and U.S. Customs are understood and evaluated by the public, offering guidance for manufacturers navigating country-of-origin labeling.

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Report Methodology

The Vision Council conducted this online survey between August 7–29, 2024. Responses were collected from a nationally representative sample of 1,500 U.S. adults and weighted for age, gender, and educational attainment. The overall margin of error is ±2.5 percentage points.

Key Findings

There is Consumer Willingness to Support U.S.-Made Products

Just over half of consumers (52%) consider "Made in the USA" an important purchasing factor, and 44% say they buy American-made products fairly often or always. Nearly half (46%) are willing to pay 6% or more for products labeled as such.

Eyewear-Specific Attitudes and Spending Habits

Consumers show high willingness to pay a premium for American-made eyewear: 56% for prescription sunglasses, 46% for safety eyewear, and 43% for prescription eyeglasses. Craftsmanship, quality testing, and U.S.-based design are viewed as essential to qualifying as "Made in the USA" for frames—even when raw materials are imported.

FTC Definition Gains Favor

When asked to choose between the Federal Trade Commission and U.S. Customs definitions of "Made in the USA," respondents overwhelmingly prefer the FTC's version. Seventy percent believe the FTC’s definition best explains what the claim means, especially when evaluating fictional manufacturing scenarios involving imported inputs.

Why It Matters

This report provides manufacturers, regulators, and trade advocates with vital insights into how consumers interpret and prioritize country-of-origin claims. As origin labeling influences brand trust and price sensitivity, particularly in the optical space, this data can guide both compliance strategies and product positioning in a highly competitive market.

Report Delivery

The report will be delivered as a downloadable PDF.

To request a presentation-ready version or discuss key findings, please contact The Vision Council’s Research Team.