UAE consumers show strong trust in Japanese brands, low confidence in Indian and Chinese products

A recent YouGov survey revealed significant insights into UAE consumers' trust in products from various countries across 17 international markets. The findings suggest that Japanese brands enjoy strong trust, while Indian and Chinese products face notably lower confidence.

Global trust in brands

Germany and Japan lead the pack. Across the surveyed markets, German brands stand out as the most trusted, with 48% of consumers expressing a high level of confidence in German-made products. Close behind, 45% of respondents say they trust Japanese brands, while British brands earn the confidence of 36% of consumers.

These rankings align with previous studies, including a 2021 YouGov survey, showing a consistent pattern in global consumer sentiment.

For brands that consumers trust "a little," the U.S. leads with 48%, followed by France at 46% and the UK at 45%. However, countries like China (44%) and India (39%) face higher levels of distrust, with many consumers expressing no confidence in products from these nations.

UAE consumers prefer Japanese-made products

In the UAE, a unique trend emerges. While German brands are well-regarded, with 61% of UAE consumers expressing strong trust in them, it is Japanese products that top the list.

An impressive 66% of UAE consumers have high confidence in Japanese-made products, highlighting a strong preference for these brands.

Brands from the U.S. (47%) and the UK (46%) also fare well among UAE consumers, maintaining a robust level of trust.

Mixed reactions toward French products

French brands receive mixed reviews in the UAE, with 38% of consumers expressing strong trust, while 39% say they trust French products "a little". This division reflects varying perceptions of French-made goods, where some consumers appreciate the quality and heritage, while others remain cautious.

Low confidence in Indian and Chinese brands

A striking finding from the survey is the low confidence in products made in India and China. Only 18% of UAE consumers express trust in Indian brands, and 15% say the same for Chinese brands.

Many consumers indicated that they trust products from these countries either "only a little" or "not at all," highlighting a significant challenge for brands from these markets trying to gain traction in the UAE.

Age and gender influence trust levels

The survey also found that older adults in the UAE, particularly those aged 55 and above, are the most likely to express high trust in Japanese (85%) and German (75%) brands. Gender differences also play a role, with men in the UAE showing a stronger preference for German products (65%), compared to 51% of women.