Scandinavian consumers showing preference for local products over US ones

Scandinavian consumers are showing increased preference for Nordic products over American ones, a new study by SEO agency Bonzer has found.

During the first quarter of the year, there was a surge in online searches for Nordic goods across Denmark, Norway, and Sweden, accompanied by rising anti-US sentiment, the study found.

In Denmark and Sweden, for example, searches for ‘boycott USA’ skyrocketed from virtually nothing in December 2024 to 2,175 and 3,381, respectively, by March 2025.

“We see a clear ‘tariff effect’ in the Nordics,” commented Thomas Bogh, CPO and partner at Bonzer. “Consumers are increasingly turning to local alternatives, and this behavior, driven by the current geopolitical uncertainty, may well prove to be a lasting change.

“Crises can create new habits, and it seems that we in Scandinavia are waking up to the quality and availability of our own products. In other words, we have developed a taste for our own home markets.”

Product searches

This trend is evident across multiple sectors – in beverages, for example, searches for local brand Jolly Cola (pictured) soared 1,550% year-on-year, as consumers sought to switch away from the likes of Coca-Cola and Pepsi.

Elsewhere, in Sweden, searches for ‘Danish ketchup’ have spiked, while interest in American brands like Heinz has decreased.

Nordic confectionery is also benefitting, with Sweden’s Marabou seeing a 33% boost in search volume, and Norway’s Freia seeing search volumes rise by 42%. Conversely, interest in American brand Butterfinger fell 78% in Sweden.

Away from food, the Swedish armaments manufacturer Saab has also experienced growing interest, with search increases of 30% in Norway, 114% in Sweden, and 237% in Denmark – indicating a broader interest in regional security and independence.

Similar to the pandemic

“The development in search interest is similar to the development we saw for webshops during the pandemic, a crisis that in many ways has created a lasting effect in the form of online shopping today,” Bogh added. “In this case, the current tariff war and tone from the USA could lead to stronger local markets in Denmark and the Nordic region as a whole. It is clear that consumers are interested in Nordic goods, which creates potential for more cooperation between companies in the Nordic region.”

He suggested that the current geopolitical climate might catalyse a long-term boost for Nordic markets, driven by a combination of geopolitical factors and an increased awareness of local products. Read more here.