In a world where consumers are more informed, more connected, and more values-driven than ever, the question isn’t just what they’re buying—but where it came from.
According to recent data from a broad, global survey, consumers overwhelmingly consider it important to be able to find a product’s country or region of origin before making a purchase.
Brands and retailers that can’t answer that question clearly and confidently are at risk of letting down their customers and losing sales.
What the world thinks about product provenance
Provenance data includes information about a product’s origins, including where it was made or assembled, where its ingredients and components are from, and even where it was designed. It may also include a product’s path to the shelf—the steps of the supply chain that brought it from raw materials to a finished, purchasable item.
This is information that consumers around the world consider important. In The State of Product Experience 2025, Syndigo found from a survey of 8,500 consumers around the world that 70% thought it was somewhat or very important to be able to find information about a product’s country or region of origin.
This overwhelming demand indicates that provenance information isn’t just a nice-to-have—it’s a critical component of the product experience.
Global expectations, local nuances
While global interest in product origin is high, the intensity of that demand varies by market. Brazil leads all surveyed countries, with 83% of consumers saying origin data is important—and 55% calling it very important. Mexico follows closely at 76%, indicating a strong regional emphasis on provenance. The UK showed the lowest demand, but even there a clear majority (62%) said they value easy access to country-of-origin information
Though there were noteworthy differences in response across geographies, responses were generally consistent across age groups and genders.
Transparency in the product experience builds loyalty
Origin data doesn’t just power purchase decisions—it builds long-term brand affinity. The report found that 75% of global shoppers are more likely to return to a brand that provides easy access to product information. Among Gen Z (ages 18–24), that number jumps to 84%.
Master your supply chain to meet consumer and regulatory demands
Consumers have made a clear mandate for information about product origins. But they’re not the only ones ramping up pressure on brands and retailers to supply comprehensive, validated provenance data; governments and regulatory bodies are also demanding it.
The global tariff and trade regulation environment has become increasingly complex and uncertain, with varying rules and duties for products depending on where they’re from and where they’re going. At the same time, regulations like the Digital Product Passport are requiring detailed data on a product’s lifecycle and path through the supply chain from beginning to end.
Master Data Management (MDM) equips organizations to meet these demands by centralizing, validating, and syndicating product and supply chain data across systems and domains.
With MDM, brands can ensure that origin information is not only accurate and up to date, but also easily accessible across all consumer touchpoints and compliant with evolving regulatory frameworks. It’s the foundation for building trust, reducing risk, and delivering the transparency today’s shoppers—and tomorrow’s laws—require.
Get the complete picture
This blog only scratches the surface. The full 2025 State of Product Experience report dives deeper into:
- How product experiences influence brand perception
- Which product content drives sales online
- How to future-proof your product experience strategy
Download the full report here to see how your brand stacks up—and what you can do to lead.
