Australians say that, where possible, they prefer to buy local

Most Australians say that they try to buy Australian-made as often as possible, according to a recent report from market research organisation Roy Morgan Research.

However, it is not always easy for them to put their money where their mouth is, as locally produced items become scarcer on the shelves of Australian supermarkets.

Overall, the study showed that almost three quarters of Australians say that, where possible, they prefer to buy local. The most consistently patriotic consumers are older generations such as pre- and baby boomers, with more than eight out of ten saying they try to buy Australian-made products.

In an increasingly globalised society, the research showed that the classic “True-Blue Aussie spirit” is not as pervasive or influential as it once was, particularly amongst younger people who have grown up accustomed to a marketplace where Australian-made is just one of many options.

According to the report, 49 per cent of the Generation Z participants in the study said they try to buy Australian made; 61 per cent of Generation Y respondents agreed they try to buy Australian-made products as often as possible, 71 per cent of Generation X respondents, 82 per cent of baby boomers and 86 per cent of pre-boomers.

Another consumer survey conducted late last year for the Buy Australia Magazine showed similar levels of interest in buying Australian, with 75 per cent of their survey respondents saying they considered Australian-made products in purchase decisions. Other considerations included variety (47 per cent); recognised brands (33 per cent); and low prices (42 per cent).

This research showed that the majority of shoppers reject the supermarkets’ focus on price, with 60 per cent believing that the ‘price war’ has been bad for consumers; and 90 per cent thinking it has been terrible for Australian grown or made products. In fact, 78 per cent of shoppers believed supermarkets were deliberately restricting their choices, resulting in less competition in the market place than ten years ago.

Shoppers also appeared to reject the push towards home brands, with most in this study believed the price war has come at the expense of choice in the supermarket aisles – and they were not happy with this outcome. The study showed 28 per cent refuse to buy no-name brands and almost 40 per cent saying they would purchase ‘only a couple’ of generic or home-brand items each time they shopped.

Something here doesn’t add up.

Woolworth’s chief executive Grant O’Brien advised at a Tasmanian function last year that the customer is king, and that customers are only interested in price. Supermarket chains continue to claim that around 30 per cent of all shopping is now home brand or generic products. So, for supermarkets, loyalty to Australian farmers goes out the window.

Yet consumers are sending very different messages in their responses to detailed consumer research studies like those I’ve referred to above.

Ourfarmers, fishermen and processors make some of the best products in the world. By buying home-grown, you’re not only supporting local jobs and our economy, but also getting great products and produce.

Australian products and produce have been manufactured or grown locally to meet our high Australian standards. That means you can have confidence in the quality and know that whatever you are buying is safe and true-to-label.

As well, there is a direct correlation between consumer purchasing behaviour and employment, local economic development and prosperity. When you buy Australian-made and grown products, you can be sure you are keeping your family members and friends employed. It comes down to all of us as consumers putting our money where our mouths are – and deciding to consciously purchase Australian-made and grown products.

It is easy to tell where fresh products and deli goods come from – by law, a country of origin sign has to be displayed with the produce at point of sale. The best way to find Australian made products is by looking for the Australian Made, Australian Grown logo – the green triangle with a golden kangaroo. The famous logo is used by more than 1700 companies on more than 10,000 products sold here and around the world.

On this Australia Day weekend, we should all be thinking about the products we’re buying: where they’re grown and processed, and whether there’s a locally made alternative. Buying Australian grown produce supports our local communities, our hard-working farmers, and our environment. Most importantly, the things we grow taste fabulous too!

In the words of that well-known Australia Day identity, Sam Kekovich, ‘you know it makes sense’.
TFGA CEO Jan Davis’ Tasmanian Country column today