New Bloomberg-Morning Consult Data Reveals a Global Shift Away From U.S. Brands

Across 13 countries, shoppers are pulling back on U.S. brands and turning to homegrown alternatives instead

Bloomberg partnered with Morning Consult to survey 9,000 consumers across 13 markets — France, Germany, the United Kingdom, China, India, Indonesia, Japan, Malaysia, the Philippines, Singapore, South Korea, Thailand and Vietnam — from July 23-29, 2026. In nine of these 13 markets, more consumers say they've cut their spending on American brands over the past five years than say they haven't. The survey digs into why, pointing to a mix of preference for homegrown labels, negative views of U.S. politics and policy, and, in some markets, price.

Key takeaways

• A broad pullback across most markets. In nine of the 13 markets surveyed, more consumers said they've cut spending on American brands over the past five years than said they hadn't — led by Malaysia (55% reduced) and France (47%). Germany and Japan are the clearest outliers, where more consumers say they haven't cut back than have.

• The "why" splits by region. Support for homegrown brands and negative sentiment toward U.S. politics are the top reasons consumers cite for cutting spending overall, but price was the leading factor in Thailand and Vietnam, and ran nearly even with homegrown preference in the Philippines.

• Geopolitics left a visible mark in Southeast Asia. Purchase consideration for major U.S. food and beverage brands dropped in Malaysia and Indonesia after the Gaza war began, and as of early September had still not recovered to pre-conflict levels.

Methodology

This analysis is based on a survey Morning Consult conducted for Bloomberg among 9,000 adults across 13 markets: France, Germany, the United Kingdom, China, India, Indonesia, Japan, Malaysia, the Philippines, Singapore, South Korea, Thailand and Vietnam. Each country's sample is nationally representative, with a margin of error of +/- 4 percentage points. Interviews were conducted online between July 23 and 29, 2026.