Washington’s new trade policy is starting to produce its first concrete effects and it is not without consequences for American consumers. Less than a month after the signing of a decree imposing new massive customs rights, several international and American giants announce price increases to compensate for the additional cost. After Sony, it is the turn of Pepsico and other companies to prepare for a new economic reality.
The Japanese Sony opened the ball by announcing an increase of $ 50 in the price of its PlayStation 5 (PS5) consoles in the United States. An adjustment that brings the price of the PS5 to 550 dollars (472 euros) and that of the PS5 Pro at 750 dollars (643 euros). If the company evokes “A difficult economic environment”the reason is clear: the new customs duties imposed by the Trump administration. For Sony, the financial weight of this protectionist measure is estimated at around 100 billion yen (581 million euros) over a year, a colossal sum that will affect consumers directly.
An increase in the agrifood video game prices
The shock wave is not limited to electronics. The food industry, and more particularly drinks, is also on the front line. According to the specialized media Beverage Digest, The American giant Pepsico is considering an increase of approximately 10 % on its sodas. The main reason? The price of aluminum, a crucial material for the manufacture of cans, is directly struck by new customs taxes. A situation that could also concern Monster Beverages, the manufacturer of energy drinks, whose CEO has already mentioned the possibility of increasing the price of its products in the United States and internationally.
The logic is simple: faced with an increase in import costs, companies have two options. Either they absorb the costs, at the risk of seeing their margins collapse, or they pass these costs on the final sale price. For most multinationals, the second option is the most viable to maintain their profitability.
Protectionism with multiple consequences
The decree signed by the American president, Donald Trump, who establishes customs duties ranging from 10 % to 50 % on imports from the 90 main trade partners of the United States, is a double-edged weapon. If the objective is to protect the national industry and to rebalance the trade balance, the consequences for the American consumer are immediate.
Not only are the prices of imported foreign products increasing, but the cost of raw materials essential for production on American soil also undergoes inflation. The case of Pepsico is a perfect illustration: aluminum, even if it can be produced locally, sees its price swelling due to the general pressure on the supply chains with taxes on imports.
American companies, such as the Cosmetics Estée Lauder group, are also affected. The company recently estimated the invoice of these new taxes for the year 2026 at nearly $ 100 million. Figures that confirm that the Trump administration strategy making no distinction between foreign and national companies, the American consumer is finally the one who pays the note.
