The Tariff policies It is a consolidated concern among consumers globally, and its impact on the cost of life It affects your purchase decisions and behaviors. Also to their perception, since they blame the price increase to the US administration, and also to business, of those who consider that they are taking advantage of the situation.
These are some of the conclusions that the analysis “consumer sentiment barometer”, prepared by Kantar Among 10,200 people in 20 countries, including Spain, between April 16 and 25, 2025. The study has focused on determining the attitude of users in the current economic scenario and the way in which they face the future.
Economy and inflation are the main concerns of consumers globally
The economy (88%) and Inflation (85%) are the main concerns of consumers worldwide. In Spain the figures rise, respectively to 92% and 91%. Uneasing that could be aggravated if the commercial warfare and its effect on the cost of life are encrude.
Moreover, only 14% of Spanish respondents believe that the economy will be in a better situation within a year. Ours is the fifth country with the worst opinion, behind Japan, France, Netherlands and Korea.
Almost 30% of Spaniards claim to deal with monthly home expenses is more difficult than a year ago, and 89% believe they will need change your lifestyle or purchases Soon due to price increase.
The categories of luxury, technology and restaurants are the ones that will be most affected.
Almost 8 out of 10 surveyed globally due to the study of the fault of the tariff crisis to Donald Trump’s commercial policy, a feeling that is translating into the rejection of United States products. 81% of the Chinese and 57% of Canadians say They will stop buying US products and services. They will also do 42% of Spaniards.
Consequently, It will bet on local production. Especially in the Philippines (80%), India (77%) and South Africa (71%). In Spain, almost half of consumers plan to buy more local products and services in response to tariffs.
However, beyond the US administration, consumers also suspend business in the current scenario of economic complexity. 53% of Spanish consumers also believe that prices are rising because Companies are taking advantage of the crisis of the cost life.
In fact, this is the second reason, behind economic policies and ahead of international conflicts or the price of energy.
The situation is an attention call for brands. Guillermo Belenchón, managing director of Kantar Spain, companies have to reinforce how to continue being relevant and respond to needs functional and emotional consumers. “This uncertainty provides the opportunity to innovate, either with new products or services, changing the price strategy or expanding to categories of related products or new territories”, Explains in a statement.
In this regard, from the consultant they remember the importance of Do not reduce investment in marketing, advertising and communication. They point out, attending to historic crises above, that reducing investment has negative consequences in sales and growth of the brand, with a recovery that can be extended for years.
