In a marketplace saturated with options, American consumers are cutting through the noise with a consistent and resounding priority: quality. A new survey shows that 82% of U.S. shoppers now place durability and long-term performance at the top of their purchasing criteria. This is not a trend, it’s a shift. And for manufacturers and distributors, it signals a clear demand for products that are built to last and engineered to perform under real-world conditions.

The 2025 DuraPlas Made in America Survey reveals that price remains important, with 79% of consumers identifying it as their second-highest consideration. But the key insight is what comes first. Today’s buyers aren’t making decisions based solely on sticker price—they’re making value judgments. They’re evaluating the total return on what they purchase: how long it will last, how well it will function, and whether it meets the promises made by the brand.

For manufacturers, this data should shape everything from material sourcing to design engineering. For distributors, it presents a strategic moment to curate and promote product lines that align with these expectations. The lowest-cost option may still draw attention, but it’s the well-made, dependable option that earns repeat business and long-term loyalty.

Durability as a Market Advantage

The diminishing appeal of cheap, disposable products offers a powerful opportunity to recenter brand identity around durability. In a consumer climate where reliability outweighs novelty, the advantage goes to the companies that invest in performance and back it with proof. For manufacturing and distribution leaders, this is a green light to lean into what they already do best: delivering products that work, and keep working.

One of the more eye-opening findings from the DuraPlas survey is that only 8% of respondents cited a product’s country of origin as a key factor in their decision, unless quality was already established. This insight is especially relevant for U.S.-based manufacturers that lead with a “Made in America” message. The label alone is not enough to influence buyers unless it’s supported by a reputation for craftsmanship and consistency. That origin story must be substantiated by the product’s actual performance in the field.

If a product is American-made but fails to meet quality expectations, consumers won’t hesitate to look elsewhere. However, when quality is evident—through material integrity, smart design, and reliable performance—shoppers recognize that value. In those cases, the country of origin becomes a point of pride and trust, not just a marketing line.

Translating Quality Into Strategy

For manufacturers, these insights highlight the importance of embedding quality into every stage of production. That means selecting materials that endure, applying rigorous testing protocols, and maintaining manufacturing practices that don’t compromise under pressure. Every one of these decisions contributes to the brand’s long-term position in the market. And for distributors, the takeaway is just as important: partnering with brands known for durability enhances credibility and satisfies a customer base that expects more from the products they buy.

This is also an opportunity to take a more proactive approach to education. Consumers often don’t know the finer details of what makes a product longer-lasting or more reliable. They rely on manufacturers and distributors to make that information accessible and relevant. It’s not enough to simply claim quality—companies must explain it. Clarify how specific design decisions, materials, or production methods lead to better performance over time. When done well, this level of transparency reframes price as an investment, not an expense.

Storytelling plays a role here too. If the product has a performance track record in demanding conditions, if it’s trusted by professionals or relied on in tough environments—those are stories worth telling. They build trust and reinforce why quality is worth paying for.

Why Quality Is the New Baseline

In the current manufacturing and distribution landscape, quality is no longer a niche positioning. It’s the baseline. The most successful brands moving forward will be those that understand this expectation and execute on it with discipline. They will align production strategies, supply chain partnerships, and customer messaging around performance. They won’t rely on outdated assumptions or low-cost gimmicks—they’ll build reputations grounded in real results.

The market conditions make this the right time to lean in. Supply chain stability, trade policy shifts, and evolving environmental expectations all point to durability as a key differentiator. Shoppers are tired of throwaway products. They’re skeptical of promises that fall apart after a few uses. What they want—clearly—is value that endures. That preference gives manufacturers a mandate to engineer for longevity and gives distributors a chance to stock with purpose.

The numbers are clear: 82% of consumers are prioritizing quality and durability. They will consider price, but only after they’re confident the product will perform. And they’ll look at country of origin through the lens of whether it reinforces their belief in a product—not as a standalone selling point.