Global Consumer Anxiety Heightened by Rising Tariffs
A recent report by KANTAR, a leading marketing data and analytics company based in London, has shed light on the mounting concerns surrounding rising tariffs and their impact on consumer sentiment across 20 different countries. The global study, conducted in early May 2025, surveyed over 10,200 participants, revealing that 76% are worried about how these trade policies affect their personal finances, stressing the urgent need for consumers to adapt their purchasing habits.
According to the KANTAR Consumer Sentiment Barometer, the primary worries for consumers worldwide revolve around the economy (88%) and inflation (85%). The presence of tariffs is not merely a distant concern; they represent an imminent threat to individual spending and financial stability. The survey showed that 32% of respondents find budget management increasingly challenging compared to the previous year. Alarmingly, 45% admitted they are struggling to manage their essential expenses.
When analyzing perceptions of the economy, nearly half (46%) of the participants feel that financial conditions have worsened compared to the same time last year. Although tariffs have just started to influence retail prices, many consumers are already making shifts in their spending habits. Notably, 40% are actively searching for discounts and sales, while 35% are choosing to shop at cheaper stores.
Broad Support for Changing Lifestyles
As the data suggest, 86% of respondents believe that rising prices necessitate a change in their lifestyle and shopping behaviors. Only 25% are optimistic about an improved economic situation within a year. Moreover, a significant 71% attribute the current turmoil surrounding tariffs to the US administration, while 55% hold a generally favorable view of their domestic governments' previous responses.
The perception of US brands is also changing; 56% of consumers outside the United States are considering purchasing more local products and services in response to higher tariffs. This trend is especially pronounced in neighboring countries like Canada (66%), Mexico (69%), and as high as 80% in the Philippines and 77% in India. Meanwhile, 37% of participants outside of the US have indicated intentions to cease buying American products altogether. Strikingly, 81% of Chinese consumers reported a decrease in their willingness to buy US brands.
Recommendations from KANTAR
Jane Osler, KANTAR's Chief Researcher, shared valuable insights into the implications for businesses. She stated, "People are feeling the pinch, and tariffs are worsening this issue. However, this consumer anxiety does open up opportunities for innovation through new products, services, pricing strategies, and expansion into related categories. Companies must consistently reevaluate how they connect with customers' functional and emotional needs while ensuring they outshine their competitors."
Osler also emphasized the importance of maintaining communication, noting that brand visibility during crises is crucial. Previous experiences have shown that cutting back on advertising, even for six months, can harm sales and growth, potentially resulting in long recovery periods.
Further complicating matters, while many consumers criticize the economic policies of the US administration concerning tariffs, brands find themselves caught in the fray. Over 40% of participants believe companies are exploiting the inflation crisis to inflate prices unjustly, whether this sentiment aligns with reality or not.
In summary, as tariffs continue to grow more prominent in global trade discussions, both consumers and businesses must adapt. KANTAR's findings reveal a landscape of heightened anxiety but also avenues for innovation and adjustments that could effectively address the evolving needs of consumers in an uncertain economic climate.
About KANTAR's Consumer Sentiment Barometer
KANTAR's Consumer Sentiment Barometer is an insightful tool that gauges consumer attitudes across various markets. Their latest survey encompassed 19 markets, including countries like Australia, Brazil, Canada, France, Germany, India, Italy, Japan, Mexico, the Netherlands, the Philippines, Saudi Arabia, Singapore, South Africa, Spain, the UAE, the UK, the US, and China, utilizing a variety of survey methodologies to gather reliable data.
KANTAR operates as a significant partner for many top-tier marketing data and analytics firms, helping them understand consumer behavior and shaping future marketing strategies. For more information, visit
KANTAR Global.