Over 70 per cent of Australians living in metropolitan areas make an effort to buy food and drink with the Australian Made or Grown logo on it new research from Mintel has found.

Among urban living Australians who purchase Australian Made or Grown products, three in 10 say they do so because the logo instills trust in the product.

Nearly 30 per cent of metro-living Australians report that the logo assures them that the food or drink they are purchasing is safe.

Six in ten urban Australians say the new country of origin percentage bar logo clearly informs them how much of the ingredients in a product are from Australia or overseas.

Mintel Trend and Innovation Consultant, Shelly McMillan, said the number of safety scares reported on is enough to spur consumers into paying attention to what they are purchasing.

“Our research indicates that local products or services that come with the Australian Made/Grown logo are likely to resonate well with Australian consumers, especially those featuring the newly revamped logo which now provides an overall heightened understanding of the provenance of a product,” McMillan said.

“What’s more, older generations are more likely to purchase locally made or grown products or services than their younger counterparts—consumers who are generally more attuned to the digital world, more aware and open-minded, and perhaps have higher levels of distrust for official bodies.”

Younger consumers care about equality

Mintel says when it comes to winning the trust of younger consumers, this group is more impressed by a company’s progressive policies or campaigns, especially in regards to fighting for equality.

Just over 70 per cent of young Australian adults say gender equality is important to them.

“With the emergence of a younger, more idealistic generation of consumers, brands would do well if they are more brave and progressive with their approach when driving up brand initiatives,” McMillian said.

“In Australia, consumers are known to be big advocates of gender issues and while there are companies that are championing gender equality and diversity in society, more could still be done, as reflected in our research.

Brand does not matter to most urban Australians

Mintel’s research found that only one third of urban Australians say their favourite brand plays a big role in their purchasing decisions.

McMillian says brands are under the close scrutiny of today’s consumers and need to be aware of how exposed to the public they are.

“With nowhere to hide, it’s best that a brand holds its hands up and approach the situation head on in times of crisis,” McMillian said.

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