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TNNA Survey Says: How Much to Promote Made-in-USA

Posted By India Hart Wood, Hart Business Research, Monday, August 8, 2016

TNNA Survey Says is a biweekly series of articles featuring useful business advice based upon the TNNA State of Specialty NeedleArts 2016 surveys of more than 15,000 fiber artists, retailers, and wholesalers.

TNNA Survey

How Much to Promote Made-in-USA and Other Conscious Consumerism Features for Yarn

Suppliers may find made-in-USA a productive point of product differentiation for the one-third of consumers who said it mattered to them when purchasing yarn. Two-thirds of the market, however, said made-in-USA did not matter. These fractions are about the same for knitters, crocheters, and weavers, and younger (30s) and older (60s) consumers.

Suppliers may find other product features categorized under conscious consumerism to be productive and beneficial points of product differentiation in competitive markets. Conscious consumerism includes a range of social and environmental criteria used to make purchase decisions. Hand made, locally produced, fair trade, socially conscious (living wage, fair labor practices, etc.), and organic each matter to about 10% to 20% of yarn purchasers. See table below for details.

Younger purchasers were significantly more likely to say fair trade, locally produced, organic, and socially conscious mattered. About 8% more purchasers in their 30s versus their 60s thought these mattered. There was no age difference for made-in-USA and hand made.

Percentage of each segment saying these mattered to them when they most recently purchased yarn

Characteristic Knitters Crocheters Weavers

Made in USA

30% 34% 34%

Hand made

19% 13% 19%

Locally produced

18% 10% 18%

Fair trade

13% 12% 14%

Socially conscious

12% 9%


9% 8%

None of these



Survey question was “Was the yarn you purchased described as any of these? Did it matter to you?” Question was regarding most recent yarn purchase.

  • Source: TNNA Knitter, Crocheter, and Weaver Survey Results
  • Freshness: Fiber artists surveyed January 25 to February 15, 2016.
  • Respondents: 8,842 knitters, 2,056 crocheters, 1,309 weavers

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