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New research reveals what consumers want when it comes to Australian made

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New research commissioned by the Australian Made, Australian Grown Campaign reveals consumer preferences when it comes to Australian made and grown products.

According to the research by Roy Morgan, consumers want country-of-origin labels to be more readily visible on product packaging as well as clearer government regulations and greater standardisation of country of origin labelling. Nearly half (40.3%) of all consumers found it difficult to identify product origin.

The Roy Morgan report also revealed that a vast majority (88%) of Australian consumers identified a product as Australian from the Australian Made, Australian Grown (AMAG) logo on the packaging. Australian Made Chief Executive, Ian Harrison explains that the AMAG logo is still the country-of-origin identifier Australian consumers know and trust best, given that recognition of the logo was at an all-time high of 98%.

The report’s investigation into consumer preferences for buying Australian made or grown over imported alternatives found that the main reason given for buying local products was to support Australian growers and manufacturers.

With 87% of Australians demonstrating a strong preference for buying Australian made or grown food and beverages, the outlook seems bright for the food industry. Not so for other product categories such as furniture, clothing, hardware and household appliances with the majority of Australian consumers being largely indifferent about the country of origin.

Mr Harrison notes that Australian consumers need to change their purchase behaviours if they are serious about wanting to support local growers and manufacturers. He warns that consumer indifference to the origin of various products can cause more manufacturing and processing to move offshore, putting Australians across many industries out of work.

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