Consumers switch to local products and value alternatives amid rising tariffs and price pressures, says GlobalData

In an increasingly complex global landscape shaped by inflation, rising tariffs, and political volatility, consumer behavior is undergoing a profound transformation. Cost-of-living pressures and trade policy disruptions are not only fueling economic anxiety but also prompting tangible shifts in how and why consumers shop. These forces are accelerating a move toward value-driven decision-making, increased scrutiny of product origin, and a growing preference for local alternatives, according to the Q1 2025 consumer survey^* by GlobalData, a leading data and analytics company.

Concerns over trade-related inflation are widespread. More than half (56 %) of global consumers say they are “extremely” or “quite concerned” about the impact of trade wars and import tariffs on the prices of the products they buy. This concern is even more pronounced in countries directly affected by US trade policy, including Canada (66 %) and Mexico (62 %). Despite being at the center of trade friction, China stands out for its lower levels of concern, with 40% of respondents saying they are not worried about tariffs, highlighting regional differences in public perception and economic insulation.

Prerana Manral, Senior Consumer Analyst at GlobalData, comments: “These concerns are not abstract. They are driving tangible changes in consumer behavior across everyday categories such as food, drinks, toiletries, clothing, and homewares. According to the survey, 54 % of consumers are now checking or comparing prices online before making a purchase, and 47 % are switching to cheaper brand alternatives.

“Private labels are seeing a notable rise, with 33% of consumers saying they are buying more store-owned brands to manage costs. Additionally, 38 % of shoppers are turning to discount retailers or cheaper outlets, while nearly one-third (32 %) have stopped buying certain products altogether because they have become too expensive.”

Manral continues: “Trade policy is no longer just an economic lever; it’s a force that is reshaping everyday consumer choices. What we’re seeing is a structural shift in how people engage with brands and pricing. Consumers are now making sharper, more value-conscious decisions, and many are actively abandoning higher-priced products or stores.”

Beyond pricing responses, the survey highlights a growing ideological and environmental awareness in consumer preferences, particularly around product origin. On average, 68 % of the respondents globally say they prefer to buy local products: 67 % cite price, or 65 % say environmental friendliness, as the main reasons, while 71 % say they do so to support local brands.

Political sentiment is also playing an influential role, with 58 % of global consumers^* reporting that recent political events have made them more attentive to the country of origin of products they purchase. This intersection of cost-consciousness and conscious consumerism is emerging as a powerful force in a politically volatile economy. While affordability remains the entry point, values such as environmental impact and national loyalty are increasingly determining purchasing behavior.

Manral concludes: “As consumers increasingly respond to rising tariffs and price pressures by shifting toward local products and value-driven alternatives, FMCG companies must recognize this as a long-term behavioral shift rather than a temporary adjustment. To remain competitive and relevant, brands should invest in localized sourcing and production, expand affordable and private-label offerings, and strengthen communication around value, sustainability, and origin.”

^*GlobalData 2025 Q1 global consumer survey, 22,000 respondents across 42 countries.