Belgians are increasingly hesitant to purchase products from the United States, China, or Russia, according to a study released on Monday by the Kantar polling institute.
Approximately eight in ten Belgians are buying more national products, while a quarter primarily purchase goods from other European countries.
Around 33 to 45% of respondents avoid products from China, the United States, or Russia. People aged 55 and over tend to avoid Chinese and Russian products more than younger individuals, whose consumption patterns have changed less regarding these countries.
For US products, over a third of respondents say they are avoiding them and find it relatively easy to do so. Nearly three-quarters believe they can do without US products.
Survey participants cite several reasons for this boycott, including recently imposed tariffs (53%), US backtracking on environmental issues (53%), and environmental damage caused by US brands (50%).
The study also reveals that 61% of Belgians consider the origin of a product important, with a preference for Belgian and European goods. According to Kantar, this highlights the impact of economic and political contexts on purchasing behaviour.
While technology companies like Google and Microsoft are unlikely to be replaced by Belgian or European competitors in the near future, brands like KFC, Tesla, or X might face declining customer bases. Burger King, Starbucks, and McDonald’s are also losing popularity.
The study is based on a representative sample of 1,000 Belgian adults surveyed between 14 and 22 April.
