Big brands are officially worried about American shoppers

Big brands like PepsiCo, Kimberly-Clark, and Procter & Gamble are cutting their financial forecasts due to tariffs from President Trump, predicting lower sales and profits as consumers become more cautious about spending amid economic uncertainty. Companies reliant on China for supply chains are now facing reciprocal tariffs, prompting concerns among shoppers who are cutting back on non-essential purchases like food and products. A survey shows many Americans expect their personal finances to degrade and inflation to rise, while retail sales in March jumped before tariff-related price hikes, hinting at a slowdown as consumers brace for economic changes.