By Terry Johnson IPF Vice Chair and IPF Chair USA
A New Opportunity for Natural Perfumers
There’s growing excitement being generated this year among most US consumers looking for American-made products that specifically cater to them, significantly amplified by America celebrating her 250th birthday on July 4th.
Many experts believe this enthusiasm for American-made niche products will extend far beyond July, which indicates an exciting and profitable future ahead for Natural Perfumers.
For instance, a recent Ipsos market study (The Ipsos Consumer Tracker, May 19-20, 2026) supports the point that American businesses have an increasing advantage in the huge US consumer market, favoring smaller community-oriented businesses over large, foreign-based companies. This advantage certainly applies to US Natural Perfumers.
“Two in three Americans say they take into account whether a product is made in the U.S. when making purchases, and the same number say they think American-made products are better quality,” according to the study.
The Ipsos Consumer Tracker study by the numbers:
65% of Americans think American-made products are better quality.
Natural Perfumers have a unique opportunity to take advantage of this market swing as well as other dynamic forces of change that are unfolding in the US consumer market.
Consider that Robert F. Kennedy Jr., US Secretary of Health and Human Services, has been focusing a great deal of attention on products that pose health risks for Americans, such as those products that have synthetic ingredients, flavorings, fragrances, or risky food dyes.
Here are a few ways to take full advantage of this amazing shift in the US consumer market:
Many experts believe this enthusiasm for American-made niche products will extend far beyond July, which indicates an exciting and profitable future ahead for Natural Perfumers.
For instance, a recent Ipsos market study (The Ipsos Consumer Tracker, May 19-20, 2026) supports the point that American businesses have an increasing advantage in the huge US consumer market, favoring smaller community-oriented businesses over large, foreign-based companies. This advantage certainly applies to US Natural Perfumers.
“Two in three Americans say they take into account whether a product is made in the U.S. when making purchases, and the same number say they think American-made products are better quality,” according to the study.
The Ipsos Consumer Tracker study by the numbers:
65% of Americans think American-made products are better quality.
- Americans' loyalty to local brands is strong: 83% say “I like keeping money in my community.”
- 58% of Americans like buying American goods, even if they cost more.
- The number of Americans who say they’re willing to spend extra for a brand that appeals to them is up 15 points in the last decade-plus — rising from 36% in 2013 to 58% in 2026, according to Ipsos, and this number will continue to grow in the future.
Natural Perfumers have a unique opportunity to take advantage of this market swing as well as other dynamic forces of change that are unfolding in the US consumer market.
Consider that Robert F. Kennedy Jr., US Secretary of Health and Human Services, has been focusing a great deal of attention on products that pose health risks for Americans, such as those products that have synthetic ingredients, flavorings, fragrances, or risky food dyes.
Here are a few ways to take full advantage of this amazing shift in the US consumer market:
- Continuously remind consumers that you are an American business
- Message consumers concerning your connectivity to local communities and other market niches
- Emphasize that you are a Natural Perfumer, rather than one of the synthetic alternatives
- Focus more of your attention on those consumers that not only desire American-made niche products but can afford to pay for greater quality and other value elements, such as sustainability (Baby Boomers and Gen X, for example.)
- Promote your IPF Certification, New Luxury Code, and IPF Standards that include prohibiting synthetic ingredients, animal products, and GMO. This market strategy develops consumer trust and confidence in your products or brand.
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