When politics meet the checkout: how Shopper Activism is shaping FMCG in Europe

In today's social and economic climate, political consumerism is often discussed in the context of high-profile industries like automotive or tech. However, its role in the FMCG purchase decisions consumers make every day (from choosing one grocery brand over another to avoiding certain retailers altogether) is underexplored.

YouGov’s latest shopper intelligence research takes a closer look at how and where consumer activism is playing out in Europe – and what it means for brands navigating shifting consumer attitudes and behaviors.

Consumers are losing trust – and taking action

Data from YouGov's EuroTrack shows a clear decline in government approval ratings across many European countries, with concerns about the cost-of-living crisis and negative economic outlook front and centre. In parallel, our soon-to-be-released Spring 2025 Behavior Change study finds that 70% of Europeans are worried about broader global political and economic instability.

Against this backdrop, many consumers are expressing their views through their everyday choices, including what they buy and where they buy.

Consumer choices: small acts, big intentions

Key trends in our latest Behavior Change study of 21 countries in Europe:

• Western Europeans shoppers are more likely than their Central and Eastern counterparts to believe their purchases can influence change.
• Buying national brands or locally produced goods ranks highest among impactful consumer actions.
• Boycotts of products from specific countries are more common in Nordic countries and Ukraine, with political sentiment driving these decisions.
• Price fairness is a major trigger. Unjustified prices hikes lead the list of reasons for consumer backlash.

Case studies on Shopper Activism

Serbia's boycott movement

In Serbia, shoppers protested alleged price fixing by boycotting major retailers. YouGov shopper panel recorded a 35% drop in footfall for affected stores in just one day – cutting their market share from 46% to 35%.

Dalibor Minic, Client Service Manager at YouGov Serbia, explains: "While the initial campaign had a significant impact, subsequent actions showed diminishing returns. This could be due to limited alternatives and the fact that other stores aren't significantly cheaper. However, retailers' promotional responses likely played a role in mitigating the boycott's effects."

Danish disapproval hits US brands

In Denmark, where 92% of people hold an unfavourable view of Donald Trump (YouGov EuroTrack, April 2025) and 36% are likely to boycott brands from specific countries (YouGov Behavior Change, Spring 2025), consumer sentiment towards US brands is shifting.

YouGov BrandIndex data shows that since January 2025, major US FMCG brands have seen sharp drops in their overall brand health. Our gain and loss analysis in the YouGov Shopper Panel reveals that two leading US brands lost over 20% of their market value in Q1 2025 compared to the previous quarter. A local alternative could gain over 330% in value from this, supported by a marketing campaign centred on their Danish heritage.

The shift towards local European brands

Political consumerism as a trend isn't just about avoiding certain brands – it's also about choosing home-grown alternatives. Our latest study shows that:

• In Romania and Bulgaria, around two-thirds of shoppers prefer buying national products, while only 10% consider boycotting brands from specific countries.
• In Germany and France, local production matters more than national branding.

Retailers are already responding. In Denmark, Salling Group uses clear star-shaped labels to spotlight European products – making it easier for shoppers to choose in line with their values.

The future of European identity

As politics shift, so does public sentiment as shown in our EuroTrack data across Sweden, Denmark, and Germany. Between autumn 2024 and spring 2025 we found both an increase in support for closer union and a decrease in support for a less close union, signalling growing unity in the face of changing external forces.

What this means for FMCG brands

Political consumerism in FMCG is subtle but significant. It's less visible than in high-profile sectors like automotive or fashion, but that doesn't mean it's absent.

In Germany, for example, our out-of-home panel has not yet found major boycotting trends against US chains. But perception shifts often precede behavior change, and brands should remain alert.

What comes next

• US brands facing perception challenges can counter with targeted campaigns, transparency, and price sensitivity.
• European brands have a chance to lean into local heritage and consumer trust but may face more aggressive marketing activities from their competition.
• Retailers can meet consumers halfway by making it easier to identify values-driven or local choices.

At YouGov, we help leading FMCG brands and retailers uncover the real drivers behind consumer behavior. Potential boycotting triggers and political sentiment are just part of the puzzle. Our advanced analyses detect what's shaping brand perception and purchasing decisions – so you can act with confidence.

We're continuously tracking these shifts to understand their long-term impact – both on what consumers say and what they do.

We'll keep monitoring this space and sharing what reality tells us.