Behind the scenes

Poll shows majority of Europeans want to boycott US products

19.5.2025

Translation: Katherine Martin

Products from quintessential US brands such as Coca-Cola, Nike and Mars might soon see a fall in European order numbers. A representative survey conducted in five European countries has revealed that in response to punitive US tariffs, over 60 per cent of consumers want to increase their consumption of European products. As long as they aren’t more expensive, that is.

Resistance is brewing on the Old Continent in response to the US raising import tariffs on European goods. It’s not just politicians who’re concerned about the threat of job losses. The trade war has sparked anger among consumers, causing many to rethink their shopping habits. From the north of the Rhine to the west of the Rhone to the south of Lake Maggiore, more than half of the population say they’ll deliberately avoid US products and services in future. Consumers aged 60 and over are especially worked up over the unwelcome news from across the Atlantic. These findings have emerged from a representative survey conducted by market research firm YouGov on behalf of Galaxus. The survey was carried out between 22 April and 6 May of this year and involved 5,263 respondents across Switzerland, Germany, Austria, France and Italy.

A renaissance for European-made products

This resentment is particularly pronounced in France, where 53 per cent of respondents expressed a wish to strike US products such as Coca-Cola, Nike shoes and Mars bars off their shopping lists. Respondents in Switzerland (62 per cent), as well as every other country surveyed, said they weren’t prepared to accept punitive tariffs from the US without retaliation. It looks as if M-Classic or Golden Bridge Corn Flakes could be set to oust Kellogg’s from the breakfast table. We might also see more people on the streets sporting Adidas shoes instead of Nikes.

The survey results show that the older someone is, the more likely they are to be critical of the US. While respondents under 30 seem unfazed by events taking place across the Atlantic, the over-60s are incensed. More than 40 per cent of the seniors polled said they were «very likely» to steer clear of US brands in the future.

On the back of growing frustration with the US, people are showing more interest in products made in Europe. This trend is particularly evident in Switzerland and Austria, where 69 per cent of respondents stated they were either «very likely» or «quite likely» to opt for European products over US ones. The figure is even higher in Italy (70 per cent). A majority of consumers in Germany (61 per cent) and France (59 per cent) also said they’d choose European brands whenever possible.

The survey demonstrates that Europe has a clear message for manufacturers and service providers on the continent. Not only are consumers willing to back European manufacturing, but they’re also prepared to switch to European products.

Prices still a sticking point

But there’s a big but to all of this. Consumers aren’t quite as resolute once they’re forced to think about their wallets. Although many would prefer to buy European products, few are prepared to pay more for them. In Switzerland, just ten per cent of respondents said they’d «definitely» be willing to fork out more for non-US products. In Italy, only four per cent expressed a willingness to bear the extra cost. More than half (62 per cent) went as far as to say that they «probably» or «definitely» wouldn’t.

A majority of respondents – particularly in Germany (66 per cent) and France (72 per cent) – are in favour of imposing immediate counter-tariffs on US imports. Even the traditionally moderate Swiss population seems to be up in arms, with 56 per cent of respondents calling for retaliatory action.

The survey results demonstrate that the trade conflict is having an impact on consumer behaviour. It’s still unclear whether it’ll be a lasting one, but let’s see how things play out at the checkout.

What’s your reaction to the US import tariffs? Are you directly affected by them? Have you decided to buy more European-made products? Or are you indifferent to the back and forth on trade policy? Feel free to share your thoughts in the comments.

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Tobias Billeter

Head of Corporate Communications

Tobias.Billeter@digitecgalaxus.ch

Making sure employees and media know what's up at Digitec Galaxus is my job. But without fresh air and a lot of exercise, I basically stop functioning. The great outdoors provides me with the energy I need to stay on the ball. Jazz gives me the tranquility to tame my kids.

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