Mintel research highlights shifting consumer habits and emerging opportunities amid global tariff uncertainty
As new tariffs and mounting uncertainty reshape the trade landscape, research by the global market research and consumer insights firm Mintel suggests that consumers are reevaluating spending —trading down in some categories while trading up in others that offer clear value or emotional reward. For the nut and dried fruit industry, this could mean growing demand for trusted heritage brands that consumers already know and perceive as high-quality, especially as risk aversion rises. At the same time, well-positioned private label offerings may benefit from shifting perceptions of value and quality.
Mintel finds that brand transparency is more critical than ever, with 71% of US consumers expecting brands to communicate about price increases linked to tariffs. Consumers are also gravitating toward products that feel familiar, safe, and worth the cost. This creates challenges for new entrants and premium-positioned products without strong value propositions —but it also opens up space for strategic brand storytelling, especially around quality and origin. Mintel’s analysis reinforces that innovation can thrive in times of disruption, as shoppers reassess habits and become more open to change —particularly if brands demonstrate clarity and purpose.
Importantly, Mintel cautions that inaction is riskier than investment. While some companies may cut back during uncertain times, those that continue to innovate are more likely to capture consumers rethinking their usual choices. With consumer loyalty in flux, the nut and dried fruit industry has an opportunity to reinforce relevance, emphasize value, and strengthen market positioning through proactive engagement.
Sources:
Mintel. (2025, June 2). Tariffs: A New Economic Shift and How US Businesses Must Think Beyond Survival. https://www.mintel.com/insights/consumer-research/tariffs-how-us-businesses-must-think-beyond-survival/
Mintel. (2025, June 2). Navigating Tariff Disruption in the UK: Uncertainty Fuels Innovation Opportunities. https://www.mintel.com/insights/consumer-research/navigating-tariff-disruption-uncertainty-fuels-innovation-opportunities/