Share of consumers in the United States who would change the purchase of their favorite brand due to price increases caused by the Trump administration's proposed tariffs on international goods in 2026
Characteristic
Share of respondents
Stop purchasing from the brand
60%
Switched to a generic version of the same product
53%
Switched to a cheaper name brand
52%
Switched to a private label or store brand
48%
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According to a 2026 survey, 60 percent of consumers in the United States would stop purchasing their favorite brands if prices rose due to Trump's proposed tariffs on international goods. Another 53 percent would switch to a generic version of the same product, 52 percent to a cheaper name brand, and 48 percent to a private label or store brand.
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DOSS. (May 14, 2026). Share of consumers in the United States who would change the purchase of their favorite brand due to price increases caused by the Trump administration's proposed tariffs on international goods in 2026 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 27, 2026, from /statistics/1560133/brand-purchase-change-due-to-tariffs-price-hike-us/
DOSS. "Share of consumers in the United States who would change the purchase of their favorite brand due to price increases caused by the Trump administration's proposed tariffs on international goods in 2026." Chart. May 14, 2026. ÌÇÐÄÆƽâ°æ. Accessed July 27, 2026. /statistics/1560133/brand-purchase-change-due-to-tariffs-price-hike-us/
DOSS. (2026). Share of consumers in the United States who would change the purchase of their favorite brand due to price increases caused by the Trump administration's proposed tariffs on international goods in 2026. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 27, 2026. /statistics/1560133/brand-purchase-change-due-to-tariffs-price-hike-us/
DOSS. "Share of Consumers in The United States Who Would Change The Purchase of Their Favorite Brand Due to Price Increases Caused by The Trump Administration's Proposed Tariffs on International Goods in 2026." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 14 May 2026, /statistics/1560133/brand-purchase-change-due-to-tariffs-price-hike-us/
DOSS, Share of consumers in the United States who would change the purchase of their favorite brand due to price increases caused by the Trump administration's proposed tariffs on international goods in 2026 ÌÇÐÄÆƽâ°æ, /statistics/1560133/brand-purchase-change-due-to-tariffs-price-hike-us/ (last visited July 27, 2026)
Share of consumers in the United States who would change the purchase of their favorite brand due to price increases caused by the Trump administration's proposed tariffs on international goods in 2026 [Graph], DOSS, May 14, 2026. [Online]. Available: /statistics/1560133/brand-purchase-change-due-to-tariffs-price-hike-us/
