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Global - Tariff Turmoil

Tariff turmoil compounds cost of living pressure for three quarters of world’s consumers

The recent study by Kantar reveals that over six in ten people (62%) blame economic policies for rising prices, and nearly nine in ten (86%) are making lifestyle changes in response, including considering US product boycotts. The threat of tariffs is compounding consumers' concerns about the cost of living, with three-quarters (76%) of people globally worried about how these trade policies will affect them personally.

Kantar’s Consumer Sentiment Barometer identified the economy and inflation as the biggest concerns among consumers globally, named by 88% and 85% of people respectively. With tariffs now threatening to compound ongoing cost-of-living challenges, the threat to consumer spending could soon become very real. One-third of people (32%) already say that meeting their monthly household budget and outgoings is more challenging than last year, and 45% are unable to or struggling to meet these basic household commitments.

Nearly half of the population (46%) already thinks the economy is worse than this time last year. Although tariffs are only just starting to influence prices on the shelf, people are already making changes to cut expenditure: 40% are actively seeking out price reductions and promotions, and 35% are trading down to cheaper stores.

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Belgium - Tariff Survey

Belgian consumers are increasingly avoiding goods from specific countries due to heightened awareness of product origins.

• Product Origin Matters: 61% of Belgians consider the origin of products important, with 70% paying attention to it and 37% stopping purchases from certain countries.
• Decline in US, Russia, and China Products: 45% of Belgians avoid US products, 40% avoid Russian products, and 35% avoid Chinese products, while 82% buy more Belgian products.
• Replacing American Products: 74% of Belgians find it easy to replace American products, citing reasons like customs tariffs and environmental concerns.
• Concerns About Tariffs: 37% of Belgians fear tariffs' impact on their standard of living, and 32% are worried about US-Belgium relations.
• Support for Belgian Brands: 86% of Belgians want to support local brands, valuing products made in Belgium and companies that support local employment.

Study conducted by Kantar Insights Belgium with a representative sample of 1000 Belgian people age 18+ in April 2025. Get in touch with our experts for more details about Belgium.

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