Country of origin: made to matter?
In a global world where products are manufactured in one country, designed in another, and sold in a third, it’s easy to underestimate the role that brand origin plays in the eyes of the consumer.
The recent trade war between the U.S. and the rest of the world reminds us that a product’s country of origin is not just a production detail—it can quickly become a charged symbol that impacts a brand’s credibility and market position.
Novus recently conducted a survey showing that 6 out of 10 Swedish consumers consider the country of origin to be very or fairly important in their purchasing decisions. Only 15 percent consider it unimportant. For most Swedes, the label “Made in…” carries more than symbolic value—it influences trust, perceived quality, and willingness to buy.
Brands that understand cultural context win
The country of origin evokes associations that go far beyond the product itself. It acts as a symbolic anchor that shapes the consumer’s subconscious perception, communicating values, quality, culture, ethics, and sometimes even politics. In a split second, it can determine whether you are perceived as credible, modern, and sustainable—or not. This may seem unfair from a branding perspective, but it’s a crucial factor to consider.
Sweden as a country of origin often signals sustainability, social responsibility, and transparency. It’s no coincidence that a full 92 percent of Swedes are more inclined to buy products made in Sweden. It’s about trust—both in the product’s content and the values presumed to be behind it.
German products are associated with engineering, reliability, and technical excellence, which is also reflected in the numbers: half of Swedes say they are more willing to buy products from Germany.
At the same time, “Made in China” can raise concerns about working conditions, environmental impact, and lack of transparency—whether fair or not. The survey shows that 76 percent are less likely to buy products from China, and over 65 percent now say the same about American products.
This is not just about perceived quality, but about a broader societal view. Consumers link origin to values, regulations, ethics, and accountability.
Glocal is the new global
For companies looking to establish themselves in the Swedish market, being “good” globally is not enough. You must be “right” locally. When we send a product across a border, we also send a message. And that message must speak Swedish—both linguistically and in terms of values.
The survey clearly shows that Swedish consumers don’t just evaluate the product—they also evaluate the company behind it. 64 percent expect foreign companies to take environmental responsibility, 60 percent want Swedish-speaking customer support, 58 percent expect high quality, and half believe physical presence in Sweden is important. Cultural understanding (53%) is also a clear requirement. It’s not about the brand’s function, but its ability to be relevant and rooted in local reality.
Ultimately, it’s about trust
It’s easy to interpret the focus on origin as a form of protectionism. But it’s more a longing for security, accountability, and community. In an uncertain world, consumers seek products that reflect their values. Origin acts as a filter—and sometimes as a seal of trust. It’s not just about where you come from, but also about where you’re headed.
Using and reinforcing country of origin in brand positioning can be a successful strategy—but it requires sensitivity. As the world changes and public opinion shifts, as we’re seeing in the U.S. right now, the same strategy can quickly lose its power—or even backfire.
In the end, the most sustainable approach is to build brands that stand strong even when the winds change—by earning trust, not just borrowing it. The less dependent you are on external factors, the stronger your position, regardless of economic climate, politics, or trends.
Ieva Englund
Client Development Advisor and brand expert at Novus
Här kan du se rapporten i sin helhet:
