New research reveals appeal of Aussie Made

New research from Roy Morgan reveals 73% of Australians would be willing to buy more Australian-made products to avoid reliance on imports, with seven in ten (72%) willing to pay more for locally-made goods.

Commissioned by Australian Made Campaign Ltd (AMCL) ahead of Australian Made Week, which will take place from 19-25 May, the research shines a light on Australians’ purchase intent, revealing that 67% intend to purchase more Australian-made products in the next 12 months.

Australian Made Chief Executive Ben Lazzaro said recent global economic uncertainty and challenging market conditions have highlighted the importance of supporting Australia’s manufacturers and producers.

“Now is the time for Aussies to help Aussies. When we support our local makers, growers, farmers, and manufacturers, we not only get products made to Australia’s high standards, we can also assist local industries that may be facing reduced exports,” said Lazzaro.

Roy Morgan CEO Michele Levine said Australians are still feeling the pinch, which may influence their purchase choices. “Cost of living pressures may challenge some people to purchase Australian-made, especially for everyday items.  But our research shows if each household spent an extra $10 weekly on Australian-made products, an additional $5.6 billion would be generated and could create almost 10,000 new jobs,” said Levine.

And home is where the heart is, with the research showing 84% of Australians would be more likely to buy a product if they knew it was Australian made.

Lazzaro said, “While global supply chains are shifting, this is a moment of opportunity for Australian brands to claim new space in both domestic and international markets – by leaning into what they do best - high quality production, sustainability, authenticity, and community values. One of the best ways to do that is through country-of-origin branding.”

The trusted Australian Made logo bearing the iconic green and gold kangaroo is one of the most recognised logos in Australia. It is used by around 4,500 businesses to promote their home-grown status. These businesses represent approximately 40,000 jobs and generate a combined annual revenue of around $8 billion.

“It’s never been more important for local manufacturers to market their products with prominent Australian Made branding and to take the opportunity to be part of Australian Made Week in May,” said Lazzaro.

Olympic swimming sensation Ariarne Titmus OAM has been named ambassador of Australian Made Week from 19-25 May - spotlighting products bearing the iconic Australian Made green and gold kangaroo logo.

“As a proud Aussie, I’m super excited to fly the flag for Australian Made goods and to recognise and celebrate the hard work and determination that it takes to be successful as a home-grown producer despite tough competition,” Titmus said.

“I’d love everyone to join me on Team Australian Made – because no matter what you’re buying, when you buy Australian Made, we all win.”

In other findings:

• Of those willing to pay more for Australian-made goods, 50% are willing to pay up to 10% more.
• Females are more likely to buy Australian made products compared to males (47% vs 39%).
• Consumers in country areas (48%) are also much more likely to buy Australian-made products.
• 89% of Australians believe more manufacturing should be undertaken in Australia*.
• 99% of Australians recognise the green and gold Australian Made logo^.
• 93% are confident products displaying the logo are genuinely Australian^.

Learn more about Australian Made Week at australianmadeweek.com.au.

To apply to use the Australian Made, Australian Grown logo on locally made products, visit australianmade.com.au/apply.

*Roy Morgan 2020 
^Roy Morgan 2022