More than one in three Britons (37%) see the EU as Britain’s most important trade partner

A new Ipsos survey reveals that the British public consider the European Union to be Britain’s most important trade partner, even as the prospect of renewed Trump tariffs looms large. The survey, conducted online among 1,122 British adults aged 18+ between November 15th and 17th, 2024, sheds light on public opinion regarding key trade relationships and potential challenges.

EU seen as Britain’s top trade partner

• More than one in three Britons (37%) see the EU as Britain’s most important trade partner today. This view persists looking ahead, with the same percentage expecting the EU to remain the most important partner in five years. 
• The United States is considered the most important partner by one in four (27%) today, dropping to 23% in the five-year outlook.
• More than two in five (43%) Britons believe the UK should prioritise a closer trade relationship with the EU, even if it means increasing barriers to trade with the US. This view is particularly strong among those who voted Labour (56%) and Lib Dem (62%) in the July 2024 General Election. Conservative voters are more divided (31% prioritize EU, 36% prioritize US), while Reform voters lean towards prioritising the US (58% US, 14% EU).

Concern about Trump tariffs

• Half of Britons (49%) believe that tariffs imposed by a Trump administration would be bad for British businesses, with only 17% believing that they would be beneficial. 
• However, 53% believe they would be good provided that Britain was exempt.
• Over half (56%) of Britons oppose changing British food standards to allow for greater trade with the US, with only 16% in support. This highlights public concern about potential compromises on food safety and quality for the sake of trade.

Jayesh Navin Shah, Research Director in the Ipsos UK Public Affairs Trade, Innovation and Enterprise team said: 

Our latest survey highlights the enduring importance of UK-EU trade in the eyes of the British public. This sentiment persists despite any impacts from Brexit and in light of a returning Trump presidency. The findings underscore the delicate balancing act facing the UK government, which must weigh up the potential opportunities presented by a US trade deal, and the public's preference for close EU ties, as well as concerns about compromising standards in areas like food.

Technical note

• Ipsos interviewed a representative sample of 1,122 online British adults aged 18+. Interviews were conducted between the 15th-17th November 2024. 
• Data are weighted to match the profile of the population. All polls are subject to a wide range of potential sources of error.