UAE consumers show strong trust in Japanese brands, low confidence in Indian and Chinese makes

A recent YouGov survey explored consumer trust in brands and products across 17 international markets. The findings reveal that nearly half of consumers (48%) trust brands from Germany a lot, followed by Japan (45%) and the United Kingdom (36%), consistent with findings from a 2021 YouGov survey on the same topic.

When it comes to brands that consumers trust a little, the US leads at 48%, followed closely by France (46%) and the UK (45%). Conversely, China (44%) and India (39%) are the regions consumers are most likely to distrust entirely.

Across the surveyed markets, consumers in Denmark (75%) were most likely to say that they trust German brands a lot, followed by UAE consumers (61%).

Even though faith in German brands is high, consumers in the UAE show the strongest trust in products made in Japan (66%). Trust levels are also notable for the US (47%) and the UK (46%).

Consumers have mixed opinions on French products- 38% trust brands from France while another 39% trust them only a little.

UAE consumers’ confidence in Indian (18%) and Chinese (15%) brands is notably low, with many consumers indicating they trust products from these countries only a little or not at all.

Adults aged 55+ are most likely to express high trust in Japanese products (85%) and German-made products (75%). Additionally, German brands are favoured more by men than women in the UAE (65% vs. 51%).

Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 17 markets with sample sizes varying between 511 and 2054 for each market. All surveys were conducted online in June 2024. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. UAE data is based on a sample of 1001 respondents. Learn more about YouGov Surveys: Serviced.