10/09/2026
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Why Does Made in Italy Command a Premium Abroad? ๐ฎ๐น
It's not just the Italian flag.
Research on consumers shows that origin, authenticity and reputation can influence how much people are willing to pay for Made in Italy products.
In one study, the most frequently reported willingness-to-pay premium for Made in Italy products was 10โ30%, with food showing particularly strong premiums.
And research comparing consumers in Italy, the U.S. and China found another interesting signal: the more authentically Italian a food product was perceived to be, the higher its reputation and willingness to pay - with PDO Made in Italy products achieving the highest willingness to pay in the experiment.
So the premium isn't simply about where a product comes from.
It's about what that origin represents to the consumer.
Results refer to specific consumer studies and should not be interpreted as a universal price premium for every Made in Italy product.