ASI Research has launched a new series profiling the people distributors work with most closely: end-buyers. Each week we’ll release a new data set that spotlights one of eight markets and looks at end-buyers through demographics such as gender, region and company size.

This week, our research focuses on the manufacturing market. Facing skilled-labor shortages, supply chain disruptions and increased adherence to new regulations and guidelines due to emissions goals, manufacturing has been challenged in recent years. But according to Counselor State of the Industry data, it remains a lucrative market for promo, generating 6.4% of total industry sales or $1.7 billion in 2022 alone.

Manufacturing promotional products serve construction, automotive, raw materials, energy production and food-service clients, to name a few. Swag options encompass all kinds of protective gear including safety vests and kits, headwear including the trending trucker hats, and branded apparel options from companies like Carhartt. Plus, our research demonstrates that made-in-the-USA products are more important to manufacturing end-buyers than those of any other market surveyed.

Click here for a PDF of this infographic.