‘Buying Australian’ grows in importance to Australian consumers, Roy Morgan survey

Posted by AFN Staff Writers on 19th August 2013

Buying Australian-made products has become more important to Australian consumers, according to new research from market research organisation, Roy Morgan Research, commissioned by the Australian Made Campaign. Meanwhile, the Australian Made Campaign has called on the Australian Government to support better Country of Origin Labelling for food.

More than half of the respondents surveyed (55 per cent) said that buying Australian-made had become more important to them in the last 12 months, according to the findings. Just one tenth of the respondents (12 per cent) said they would not buy Australian products if they were more expensive.

“The research confirms that people are becoming more conscientious about buying local,” said Ian Harrison, Australian Made Campaign Chief Executive. “They are aware of the benefits of buying Aussie products, and of the impact that their purchasing behaviour has on jobs, local business and future opportunities,” he said.

The Australian Made Campaign said that Australia’s unemployment rate rose from 5.3 per cent in July 2012 to 5.7 per cent in July 2013, and that it is “projected to rise further”.

“Concern is mounting over job prospects in this country, but research like this indicates a proactive effort by consumers to turn things around,” Mr Harrison said.

Australian Made Campaign calls on Government to support country-of-origin branding

Meanwhile, in the lead up to the forthcoming election, the Australian Made Campaign has called for a commitment in Government for stronger support for Country of Origin Labelling (CoOL).

“The Australian brand is one of the most powerful assets available to our businesses in global markets, but unfortunately the value of this seems to have been consistently underestimated in government and bureaucratic circles for many years,” said Ian Harrison, Australian Made Campaign Chief Executive.

“A stronger focus on country of origin branding using Australia’s registered country of origin trademark – the Australian Made, Australian Grown logo – would help support manufacturers, farmers and processors producing genuine Aussie products,” Mr Harrison said.

The Australian Made Campaign said the green-and-gold kangaroo logo has been used by thousands of businesses to indentify Australian products and produces in Australia and overseas for nearly three decades.

“In an environment where increased costs and a high Australian dollar have seriously undermined the competitiveness of many Australian products, country of origin is an asset we should be driving much, much harder,” Mr Harrison said.

The Australian Made Campaign said there is “enough public benefit” to justify a deeper strategic partnership between the campaign and the Australian Government.

The Australian Made Campaign has also called for steps to reduce the “unacceptable level of confusion among Australian consumers” about the CoOL laws in Australia.

“It’s important that we rebuild confidence in the system and add marketing value to the manufacturing, growing and processing of products in this country,” Mr Harrison said.

Mr Harrison said the Australian Made Campaign was lobbying the Australian Government to work with the campaign towards these goals.

“Jobs, better career opportunities and an improved future for all Australians will be the outcomes of such a partnership,” Mr Harrison said.