76% of Consumers Likely to Try New Brands Due to Tariffs

The evolving tariff situation in the U.S. is prompting many consumers to shift their behavior, and fast. A new survey from performance marketing company Wunderkind found that people are increasingly sensitive to price, which has led to more willingness to try new brands in search of the best value. A few highlights from the study: 

• 76% of consumers say they are either “very likely” (36%) or “somewhat likely” (40%) to consider brands they've never bought from before if they offer better price or value. 
• The share of “very likely” is even higher among younger consumers, cited by 42% of Millennials and 37% of Gen Z. 
• 66% of all respondents say they may switch brands if the price difference is 20% or less — a clear signal that even modest savings can trigger behavior change.
• The shift isn’t just short term: When asked how long these economic factors would impact shopping behavior, the most common response was “through the end of 2025 or longer” (36%). 
• Warm weather fun is also likely to be impacted: 23% of consumers plan to purchase fewer non-essential or “fun” summer items (travel gear, fashion, outdoor decor etc), and that share jumps to 26% with Gen Z.

The bottom line is that right now, brand loyalty isn’t playing as big a part as it did pre-tariffs. Wunderkind notes that “across categories — from groceries to fashion to big-ticket items — consumers overwhelmingly prioritize value over brand allegiance.” 

To get more insights on how tariffs are impacting consumers, download Wunderkind’s full report here.