Belgians Increasingly Shun U.S., Chinese, and Russian Products, Kantar Study Finds
Brussels, The Gulf Observer: Belgians are showing growing reluctance to purchase goods from the United States, China, and Russia, according to a new Kantar study released Monday. The findings underscore a rising preference for locally made and European products, influenced by geopolitical and environmental concerns.
The survey reveals that eight in ten Belgians now prioritize buying Belgian products, while a quarter favor goods from other European nations. Between 33% and 45% of respondents say they deliberately avoid products from the U.S., China, or Russia.
Older consumers (aged 55 and over) are significantly more likely to avoid Chinese and Russian goods, while younger demographics exhibit less change in their consumption patterns.
More than one-third of respondents say they are steering clear of U.S. products, with nearly three-quarters expressing confidence they can do without them. The top reasons cited include:
- Recently imposed tariffs (53%)
- U.S. environmental policy backtracking (53%)
- Environmental harm caused by U.S. brands (50%)
Overall, 61% of Belgians say the origin of a product matters in their purchasing decisions, favoring local and European goods.
The study also highlights growing disfavor toward American consumer brands. While tech giants such as Google and Microsoft remain difficult to replace, other American brands — including Tesla, KFC, X (formerly Twitter), Burger King, Starbucks, and McDonald’s — are reportedly losing appeal among Belgian consumers.
The study is based on a representative sample of 1,000 Belgian adults, surveyed from April 14 to 22, 2025.
