By many measures, the question “What does the Sri Lankan consumer want?” encompasses many varying notions; one might even wonder: “What does the Sri Lankan consumer not want?”
Still, everyone would generally agree that Sri Lankans prefer Made in Sri Lanka rather than foreign-made products.
A study published in March 2025, designed to investigate consumer perceptions of country-of-origin labelling, especially focused on products labelled as ‘Made-in-Sri Lanka’, presents some interesting answers to this perpetual question.
The study, Made-in-Sri Lanka: A Case Study on Consumer Perspectives on Country-of-origin Labelling (Made-in-Sri Lanka: A Case Study on Consumer Perspectives on Country-of-origin Labelling-March 2025 – by Devarahandhi Achini Melda De Silva, Thathsarani Nayanathara Ekanayaka Liyanapathirana, Nalla Handi Amalki Vikumsara, Thilakarathna Mudiyanselage Sasanka Gimhani Thilakarathna, Witharanage Hasitha Iroshan) was published in the book “Country of Origin Influences Consumer Ethnocentrism: Bridging the Green Place Image, and Tourism Development” (pp.659-674) published by QUP, Doha, Qatar.
The study found that two-thirds of Sri Lankans (64%) expressed a preference for products labelled ‘Made-in-Sri Lanka’. Furthermore, 70% indicated a propensity to recommend home country products to others. 51% showed confidence, trust in terms of quality and safety over competitors regarding trust in food products labelled ‘Made-in-Sri Lanka’. 43% of the sample perceives high (38%) overall quality in food products made in their home country compared to those from other countries. A large number (78%) emphasized the importance of supporting home country products. Sri Lankans have a strong preference for, trust in, and active promotion of domestically produced goods.
One reason for the preference for Sri Lankan products is familiarity. 52% said they “feel more comfortable buying products they are already familiar with rather than trying new ones.” 44% of respondents agree or strongly agree that they believe in sticking to established brands and products that have been around for a long time.
As we now realize “what” Sri Lankans want, next, we can focus on the “whys”.
40% respondents showed a likelihood to support locally made products because of “the benefit to the local economy.” Another 31% consider the “broader societal and environmental impacts of their purchasing decisions, highlighting ongoing collective concerns.” Does it mean foreign products are off the menu? The study reports: “… individualist tendencies are also notable, with 21% enjoying exploring new products from diverse cultures and countries. Furthermore, a significant 53% of respondents explore and try products from different countries based on their personal preferences.”
The study, therefore, emphasizes that both collectivist values and individualist behaviors are prevalent among Sri Lankan consumers. “…religious and ethnic identities play a crucial role in consumer buying behavior, especially in preference to the Country of Origin on one hand and on the other hand, socio-demographics of the individuals made a significant impact on consumption decisions”, says the study’s conclusion.
The consumer preferences of Sri Lankans are varied and complex; they are vast and tend to fluctuate across multiple demographic factors. Therefore, the above research findings lend a viable entry point to the intricate behaviour palette of Sri Lankan consumers.
