The survey, commissioned by the Australian Made Campaign and conducted by Roy Morgan Research, reported that Australians have taken to cheaper imports in almost all categories except for food products.
The online survey of 1,200 adults showed that lower prices and better value for money were the main reasons why Australian consumers are more attracted to imports at the expense of local products.
The report revealed that given the choice of cut-price foreign goods, almost half of respondents preferred to buy locally made furniture, health and beauty items, clothes, hardware and household appliances.
Food and drinks make the cut
However, the one exception to the rule was food and drinks, with almost 90% saying that they preferred Australian-made or grown food products and groceries.
Ian Harrison, chief of the Australian Made Campaign, said that this was due to greater confidence in the safety and quality of local produce among Australians, as well as significant awareness.
Worryingly, however, according to the report, 40% of Australian consumers find it difficult to identify whether a product is made in Australia,
In addition, only one in three are aware that an Australian Made logo means that the product has been substantially produced or manufactured there.
The news comes in a month where Australia’s marquee retailers drew criticism after a survey by consumer group Choice revealed many players are relying heavily on imported food products.
Retailers can make or break the game
Attacking some advertising campaigns, Choice said that Coles and Woolworths’ support for Australian producers is not reflected in the private-label products shoppers are finding on shelves.
Choice compared the country of origin of 360 products across 90 food lines, including cereals, biscuits, snacks, tinned goods and frozen packaged foods, in its survey.
Of the products surveyed, 55% of Coles’ private-label products and 38% of Woolworths’ own products were locally made or grown, compared with 92% per cent for the market leaders in food and grocery items.
Gary Dawson, chief executive of the Australian Food and Grocery Council, told FoodNavigator-Asia that he expects that retailers’ buying practices will match their Australia-first marketing claims.
“Suppliers are keen to work with retailers to ensure a viable and diverse food production sector that supports jobs in Australia,” he said.
“This report shows that consumers recognise the importance of buying Australian manufactured food and grocery products and this continued support means that jobs are staying in Australia.”