The preference for domestic products is becoming a significant factor in the relationship between consumers and brands. According to the 10th edition of the "Ipsos Global Trends" report, 70% of participants in the 38 markets analyzed stated that they prefer products made in their own country to imported alternatives.
The result comes at a time of increasing geopolitical tension, changes in trade relations, and a greater emphasis on national identities.
However, Ipsos believes that this evolution does not necessarily represent a rejection of globalization. On the contrary, consumers continue to recognize the benefits of international economic relations, but demonstrate greater confidence in the ability of local companies and brands to meet their needs.
Globalization maintains support, but trust shifts.
The study reveals that the perception of the benefits of globalization remains relatively resilient, despite trade and geopolitical tensions. In some markets, the proportion of consumers who consider globalization positive for their own country has increased significantly since 2013. This is the case in China and the United States, where this indicator grew by eight percentage points, and in the United Kingdom and France, with increases of 14 points.
This evolution coexists with a transformation in how international brands are evaluated. According to Ipsos, in several emerging markets, the belief that products from global brands necessarily offer higher quality than national alternatives has diminished. The appreciation of local companies is thus gaining ground as a key element of commercial differentiation.
Origin becomes an argument for trust.
The preference for domestic products doesn't depend solely on economic considerations. Ipsos links this trend to factors such as cultural identity, familiarity, and trust.
For consumers, a product's origin can serve as a reference point for its identity and the values it represents. This association becomes particularly relevant in categories where provenance is a differentiating factor, such as food, beverages, agricultural products, and regional specialties.
For manufacturers, communicating the origin can contribute to highlighting specific product characteristics, provided that the claims are verifiable and do not create unfounded expectations.
Global brands need to demonstrate local relevance.
Ipsos believes that the current context requires an adaptation of international strategies. Global recognition may continue to be an advantage, but it does not replace knowledge of local markets. Companies are encouraged to better understand the cultural identities, consumption habits, and priorities of each country.
Communication about local production, raw materials, tradition, and economic contribution can become more relevant, especially when accompanied by demonstrable practices.
The study therefore points to a more selective globalization, in which consumers seek to balance openness to international markets with the appreciation of local products and companies.
Origin and authenticity gain importance.
The main conclusion of Ipsos is that brands must combine international reach with local relevance. The preference for national products does not eliminate the market share of global brands, but it obliges them to demonstrate a closer relationship with consumers.
For the consumer goods industry, origin may become an increasingly important differentiating factor, especially when associated with quality, authenticity, and concrete benefits. In a market where trust is increasingly personal and intimate, the provenance of products can play a strategic role in purchasing decisions.
