The need for reshoring and friend-shoring supply chains has been a long time coming. Companies that adapted early to these shifts are now better positioned to weather the challenges posed by the US trade war, as demonstrated by Ferrero’s proactive approach, according to GlobalData, a data and analytics company.
Hannah Cleland, Consumer Analyst at GlobalData, comments: “As part of a decade-long strategy to grow its sales in the US, Ferrero has invested in North American production facilities and acquired US businesses such as Fannie May, Nestlé’s US confectionery arm (including Nerds and Butterfingers), and Wells Enterprises (owner of Halo Top). Additionally, it has introduced several of its global and European brands, including Kinder. However, its most recent US range deliberately Americanises the flavours of some of its most iconic products, including Nutella Peanut and Dr Pepper Tic Tacs.”
Ferrero’s localised tactics not only mitigate the impact of tariffs but also align with growing consumer demand for domestic products. GlobalData’s Q1 2025 global consumer survey reveals that 55% of US consumers claim political events have heightened their awareness of the country of origin of the products they purchase, underscoring the importance of country-of-origin marketing in products.* By incorporating distinctly American flavours such as peanuts and Dr Pepper into its offerings, Ferrero effectively encourages consumers to perceive its products as locally made.
This strategy resonates with consumers who are increasingly motivated by both financial considerations and a desire to support local businesses, especially during a persistent cost-of-living crisis. 61% of US consumers strongly or somewhat agree that they prefer local products due to their affordability compared to imports.*
Cleland concludes: “A reactive approach to supply chain shocks is no longer sufficient. Brands must invest in long-term strategies that ensure stability and resilience in the face of unpredictable market dynamics. Ferrero’s successful localisation strategy serves as a valuable lesson for global companies navigating the complexities of trade wars and economic uncertainty.”
*GlobalData Q1 2025 global consumer surveys, 22,000 respondents across 42 countries.
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