According to a new stud from Lund University in Sweden, approximately one in five Swedes are already choosing not to buy American brands. The majority would consider boycotting American products such as Coca-Cola in favour of European or Swedish alternatives.
A study conducted by brand researchers at Lund University in Sweden, in cooperation with Norstat Sweden, shows that virtually all Swedish consumers have bought or used one of the 21 examined American brands over the past 12 months.
The majority of those questioned are open to switching these out for other alternatives. Almost 20 per cent say that they have already boycotted an American brand.
The study put four questions to a total of 1,000 Swedes between the ages of 18 and 74, with the aim of investigating Swedes' attitudes to boycotting American goods.
Coca-Cola is the best-selling soft drink in Sweden and 61 per cent of all Swedes between the ages of 18 and 74 have purchased Coca-Cola at least once in the past year. Of those who bought the brand at least once, 69 per cent can envisage switching out Coca-Cola for an alternative.
Companies like Coca-Cola know that the total number of purchasers is one of the most important parameters for growth - more important than having major consumers, for example. This is known as penetration and is one of the most significant key indicators for many companies.
"Of the Swedes who bought Coca Cola in the past 12 months, 42 per cent would consider changing products, which can be seen as a striking figure for the company in question," says Johan Anselmsson, professor of marketing at Lund University's School of Economic and Management.
Boycotts are difficult - but not impossible
Historically, consumer power has been an important driving force for change. When French wines were boycotted in the 1990s, as a protest against the country's nuclear weapon tests in French Polynesia, the impact on exports was significant.
"However, despite many people expressing a determination to switch out American products, this is not always easy to do in practice. Habits are difficult to break, and certain markets are dominated by American companies. For example, 75 per cent of Swedes use Visa or Mastercard, but only 15 per cent see realistic alternatives. The same applies to tech companies such as Apple and Google, where alternatives could be considered limited," says Johan Anselmsson.
On the other hand, the survey shows that consumers find it easier to identify alternatives to soft drinks, fast food, sweets and hygiene products.
In Canada, an app has been launched that shows which products actually come from the USA, and a boycott of American products is increasing in the country as the trade war between the two countries escalates.
"In view of the resistance that has arisen in Canada and the app that has been seen in the media, we asked whether Swedish consumers would be interested in a similar solution. As many as 63 per cent would be interested in that kind of app, which is a high percentage," says Johan Anselmsson.
Many consumers have been loyal to global brands such as Coca-Cola, McDonald's and Nike for a long time. But the study shows that this loyalty is not unshakeable.
This can be seen as a relatively rare opportunity for Swedish and European companies to win over consumers by highlighting their origins, states Johan Anselmsson. However, these companies must act quickly. Consumers' resolve is often short-lived, and if there are no clear, easily available alternatives, old habits may stay in place.
"Highlighting the country of origin and offering strong European alternatives can be crucial if this trend is to continue and really take off," concludes Johan Anselmsson.
About the study:
1,000 Swedes were asked the following questions via Norstat Sweden AB's online panel of over 100,000 members between 25 February and 5 March 2025:
1 - Which of the following brands' goods or services have you purchased or used in the past 12 months?
2 - USA's president has threatened to impose tariffs on European goods and services. Which of the following brands would you completely refrain from buying or using, or switch out for a non- American alternative, in the next 12 months if the USA implements its foreign policy plans?
3 - What, in that case, have you done when you have consciously not chosen a product from the USA?
4 - Would you like an app that shows you which country the owner of the brand behind the product comes from?
