A recent survey conducted by the European Central Bank (ECB) found that a growing number of European consumers are turning away from products sold by US-owned companies and seeking alternatives made closer to home. The survey, which polled 19,000 people, found that 44% of consumers are motivated to switch due to a change of preference, while 38% cited price as the motivating factor. The ECB suggests that this shift in consumer behavior may not be a temporary response to tariffs, but a long-term structural shift in consumer preferences away from US products and brands.
The survey’s findings are echoed by a separate poll conducted by The Irish Times, which found that 58% of respondents would consider not buying products from the US as a protest against President Trump’s tariff moves. Only 10% said they would continue to shop as they have always done. The trend is driven in part by anger at the Trump administration’s approach to global trade, as well as concerns about the impact of tariffs on consumer prices.
However, experts note that making the switch to European products may not be as difficult as it seems. Less than 10% of respondents said they would be unable to find alternatives to products sold by US companies. There are also dedicated Facebook groups and apps, such as Brandsnap, that can help consumers identify and switch to European products. The app allows users to scan products and receive suggestions for alternative European brands.
Retail experts believe that Irish consumers will be protected from price increases due to tariffs, as many products sold in Ireland are sourced domestically or in Europe. However, a prolonged trade dispute could heighten economic uncertainty and raise employment concerns, which could impact consumer behavior. The European Union’s proposal to apply tariffs to more items from the US, including bourbon whiskey, wine, and bicycles, may also lead to further price increases and changes in consumer behavior.
Overall, the trend towards favoring European products over US ones is driven by a combination of factors, including consumer preferences, prices, and concerns about the impact of tariffs. As the trade war between the EU and US continues to escalate, it remains to be seen how consumer behavior will evolve and whether the shift towards European products will become a long-term trend.