How US importers view the tariff uncertainty with the European Union

In recent months, the European agri-food sector has been following developments in trade relations with the United States closely, in view of the possible imposition of new tariffs. Various technical reports and institutional analyses have set out response scenarios for European exporters. However, most have not placed at the centre of their analysis one of the most directly affected players: US importers.

The European Commission, various sector associations and agri-food promotion agencies have all publicly voiced concern about key issues such as:

• Rising prices and their impact on competitiveness against products from other origins.
• The limits on diversifying markets, especially when the USA is a priority destination.
• The pressure on margins and on the supply chain because of across-the-board cost increases.
• The the lack of political and regulatory certainty needed to plan medium-term mitigation strategies.

In this context, Prodeca's office in the United States has carried out a direct survey of its base of verified importers with the aim of capturing their real view of the situation, estimating the expected impact and finding out what action they are already taking or considering.

Survey scope: 154 verified importers in the USA.

The questionnaire was structured around three main areas:

1. Import activity 

• 93.5% say they regularly import European agri-food products. 
• 6.5% do so occasionally. 
• None of the respondents said they had no recent import experience.

By category: 

• 52% import wine. 
• 30.5% import olive oil and vinegar. 
• Other products: preserved vegetables or fish (5.8%), pastries and bakery (5.8%), meat and cured meats (3.3%) and dairy (2.6%).

This profile reinforces the participants' high level of specialisation, aligned with the strategic sectors of the Catalan ecosystem.

2. Level of awareness and degree of concern 

The data reveal widespread concern and a very high level of monitoring: 

• 100% of importers say they actively follow developments in tariff policy and understand its possible repercussions. 
• 62.3% describe themselves as concerned, expecting a significant impact on their own operations and those of their customers, requiring adjustments throughout the chain. 
• 37.7% are extremely concerned, believing that the imposition of tariffs could threaten their business's viability.

This shows that it is not seen as a distant threat but as a strategic risk already present in importers' decision-making.

3. Expected impact and response strategies 

Faced with a crisis, importers show a constructive, adaptive approach: 

• 79.9% are assessing price and supply scenarios as a first response. 
• Only 20.1% have actively explored alternative suppliers. 
• None rule out taking action if the changes are confirmed, which shows a flexible attitude.

As for the factors that weigh most in their decisions if tariffs were applied: 

• 44.8% highlight the impact on the final consumer price. 
• 18.8% point to the loss of competitiveness. 
• 18.2% say that maintaining their current commercial relationships is the most important factor in decision-making in this new context.

This shows that, even under tariff pressure, there is a clear willingness to preserve established ties, underlining the importance of acting flexibly and with a willingness to negotiate from the exporting end.

Other factors, such as logistics or consumer preference, carry secondary weight.

Relationship with Spanish suppliers: 

• 93.5% say they would choose to renegotiate prices or terms. 
• Only 6.5% would consider reducing or suspending their imports from Spain. 
• No one said they would automatically stop importing or that they do not work with Spanish suppliers.

These figures indicate that there is room for adjustment and collaboration, even in a more restrictive scenario.

What support do they consider useful?

Importers were asked what kind of support or incentives would be most useful in maintaining their relationship with Spain: 

• 40.9% value institutional support (product promotion by associations or government bodies). 
• 33.1% prefer commercial adjustments such as offers or flexible terms from producers.
• 15.6% ask for up-to-date information on regulatory and tariff matters. 
• 6.5% consider access to product catalogues with tailored terms useful. 
• Only 3.9% say they need no additional support.

Conclusions

• The survey results confirm that, despite the climate of uncertainty, US importers clearly want to maintain their relationships with European suppliers, and with Spanish and Catalan producers in particular.
• Although the potential impact of tariffs is seen as significant, the responses show that the dominant reaction is not to break ties but to adapt.
• This scenario presents a challenge but also an opportunity: exporters who anticipate developments, make their terms more flexible and strengthen their added value will be able not only to hold their position but even to strengthen it. Loyalty exists, but it must be nurtured, and trust built over years can play a decisive role if accompanied by the right strategic response.
• It should be borne in mind that many importers' current positioning has been built around European-origin products, with significant investment in time, resources and commercial work. In many cases these products form part of portfolios aimed at quality niches that cannot easily be substituted. Replacing them with cheaper alternatives would mean not only a loss of strategic coherence but also the risk of weakening their value proposition for consumers who prioritise authenticity and origin rather than price.
• In times of external pressure, closeness, transparent communication and commercial agility will be key to protecting the international relationships that underpin much of the Catalan agri-food sector's international profile.
• This survey shows that, even in a challenging environment, the US market continues to value our products' origin, quality and track record.

If you would like to know about other wine sector commercial activities PRODECA runs in the United States, you can write to Laia Villalbí at laiavillalbi@gencat.cat.