Filipinos react to new U.S. Tariffs: Awareness, concerns, and calls for local alternatives

Filipinos react to new U.S. Tariffs: Awareness, concerns, and calls for local alternatives

It began as a headline that felt distant for many- another decision from Washington, another announcement from Donald Trump. But on April 2, 2025, when the U.S. president revealed a fresh wave of tariffs targeting Southeast Asian countries, it hit closer to home than some might have expected.

The Philippines found itself on that list, slapped with a 17% tariff- lower than Vietnam’s 46% or Cambodia’s 49%, but enough to spark concern across the islands. A survey conducted by Milieu Insight among 1,000 Filipinos unpacks how the public is making sense of this economic shift.

Tariffs? Now we know‍

Before the survey, only 56% of Filipinos were aware that the U.S. had imposed new tariffs on Southeast Asian countries. Awareness was slightly higher among those aged 35 and above, but among the younger crowd aged 16–24, nearly half hadn’t heard the news.

Concern runs high, especially around prices‍

Once informed, worry followed. One in five Filipinos (20%) said they were very concerned about how these tariffs could affect their daily lives, with nearly half (49%) saying they were somewhat concerned. For most, the anxiety is economic: 79% believe the tariffs will lead to higher prices for everyday goods, with 33% expecting significant increases.

When asked which products would likely be hit the hardest, food and beverages topped the list at 67%, followed by electronics and gadgets (48%) and automobiles and transport (38%). Interestingly, women were more likely than men to point to food and beverage as the most affected category- 74% of female respondents versus 58% of male respondents.

A turn to local alternatives‍

Price hikes often come with behaviour changes. 2 in 3 Filipinos (66%) said they’d switch to local alternatives if imported goods became more expensive. Only 7% said they’d continue buying as usual.

This inclination to go local is echoed in another finding: 91% of respondents said they’d be more likely to buy locally made products because of these tariffs. A sentiment that, if sustained, could be a quiet boost for the local manufacturing and agricultural sectors.

Scepticism in government response‍

Despite these adaptive attitudes, confidence in the government’s ability to manage the economic fallout is low. Just 5% of respondents said they were very confident in the government’s ability to handle the impact of these tariffs, and 45% said they were not very confident. Another 16% expressed no confidence at all.

So what do people expect their leaders to do? Most hope for some form of market intervention:

• 45% want price controls or regulations on key goods.
• 38% call for subsidies to support local consumers.
• 34% would like the government to negotiate trade deals elsewhere.

Retaliatory action doesn’t appear to be on the average Filipino’s wish list, with only 12% supported the idea of imposing retaliatory tariffs.

Between concern and action‍

As the dust settles on this announcement from across the Pacific, everyday Filipinos aren’t just watching- they’re preparing. From shifting their shopping habits to calling for stronger domestic policies, many are ready to meet the moment with pragmatism.

The Philippines might not be the hardest hit by these tariffs, but the public is clear-eyed: even a 17% tax can ripple through the economy. Whether it’s buying local bananas instead of imported snacks or expecting the government to step in, Filipinos are bracing for impact and choosing resilience.

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