Trump tariffs: more than half of Brits less likely to buy US food and drink

Donald Trump’s tariffs are an opportunity to transform and boost British food and drink, visitors to this week’s UK Food & Drink Shows have been told. 

While the trade war sparked by president Trump’s announcement has caused a ‘bloodbath’ in financial markets, research by agency Nexus PR suggests British businesses can use the situation as a springboard for growth. 

In a poll of 2,000 UK consumers, more than half (52%) said they were less likely to buy American products now than 12 months ago.  

The findings of the survey, which was conducted last month before the 10% tariff on UK goods was announced, was presented to the audience at Food & Drink Expo, part of the UK Food & Drink Shows taking place from 7 to 9 April at NEC, Birmingham.  

In further good news for British suppliers, the survey found 57% of consumers would boycott US food and drink brands if unfair tariffs were put on British products. 

Nexus managing director Harvey Choat, who wrote in February about potential benefits from tariffs, said the research also suggested tariffs could strengthen ties with Europe and Asia. 

More than half (54%) of consumers said they trusted EU food products more than US, and almost two-thirds (60%) felt the UK should focus on expanding its food and drink exports to Europe and Asia, instead of the US. 

“There’s an inherent trust in EU food products,” said Choat. “So there may be an opportunity to open up deeper relationships with Europe.

“The poll revealed an overwhelming feeling towards opening up more to Asia and start to build positive trade links with other nations and not just criticise the US – I think that’s a really powerful statement.”

Consumers said they wanted the government to invest in British food and drink over “discounting US trade and getting on that bandwagon”, he added. 

Three quarters of consumers (73%) agreed the UK government should prioritise food security and support for British farmers over US trade.

“There is a real opportunity here for the government to take action and put Britain first, as America has been put first by Donald Trump,” said Choat, adding there should be a focus on building “brand Britain”. 

“We don’t value our farmers and our food system as much as we should, and we don’t connect that as much as we should with health and nutrition.” 

There was a chance to transform attitudes and education around food to improve the health of the nation, he said, and called for more investment to promote brand Britain to customers overseas. 

Meanwhile, a separate survey by consumer testing agency Stickybeak has looked at US attitudes to Trump’s tariffs. In the poll of 1,000 American consumers, 29% said a 10% increase in the cost of UK produce would not stop them purchasing. 

However, in less positive news for British suppliers, 42% said they would be less likely to purchase, 22% would much less likely and 8% would not buy at all.