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Australian-made all the way

Source: Roy Morgan Single Source (Australia), January 2012 – December 2012 (n = 21,539).
From our Aussie Aussie Aussie chant at international sporting events to our pride in high-flying exports like Nicole Kidman or Mark Webber, we’re a patriotic bunch here in Australia. So the fact that 88.5% of Australians aged 14+ are more likely to buy Australian-made products is hardly breaking news. But how well do other countries of manufacture rate? Does country of birth influence purchasing preferences? And what’s wrong with Chinese wine?  

Asked by Roy Morgan Research whether they’d be more or less likely to buy products made in 18 countries — Australia, Canada, Chile, China, France, Germany, India, Indonesia, Italy, Japan, Korea, New Zealand, South Africa, Spain, Sweden, Thailand, UK and USA — 56.2% of Australians said they’d be more likely to buy US-made products (the second most popular country-of-manufacture after Australia). The UK (53.8%) also rated highly, as did New Zealand (52.8%). In contrast, just 9.6% of Australians would be likely to buy goods made in Chile. Indonesia (10.8%) and India (13%) don’t fare much better.

Data also indicates that an individual’s country of birth does have some bearing on their purchasing choices – but not necessarily as one would think. While an overwhelming 90.3% of people born here will opt for Australian-made goods given the opportunity, this figure is matched by people born in Canada — and topped by those born in the US, 90.7% of whom are more likely to buy a product if it’s Australian-made.

The proportion of people born in Asia who prefer to buy goods produced in Australia is slightly lower (78.9%), but still outstrips the amount who’d be likelier to buy products made in Japan (54.3%), China (39%) or Korea (33.6%).

(Curiously, Asian-born and Italian-born people are much less likely to buy New Zealand-produced goods than the population average!)

% of people more likely to buy each product if it was made in Australia or China

% of people more likely to buy each product if it was made in Australia or China
Source: Roy Morgan Single Source (Australia), January 2012 – December 2012 (n = 21,539).

Australian-made vs Chinese-made

When people surveyed were asked ‘For each of the following products — clothes, food, electrical goods, motor vehicles, sporting goods, wine — would you be more likely to buy it if  it was labelled Made in Australia?’ and again for China, some distinct trends emerge.

While 87.4% of the population is more likely to buy food produced in Australia, and 75.2% prefer to buy Australian-made clothes, locally-manufactured cars don’t hold the same appeal. A comparatively low 55.5% say they’d be more likely to buy a car if it was Aussie-made, with the percentage falling to 36.6% of people born in Asia.

Meanwhile, things aren’t looking too rosy for Chinese manufacturers hoping to conquer the Australian market. A modest 32.3% of Aussies report that they prefer to buy Chinese-made clothes, and just 2.9% say they’d be more likely to buy Chinese wine. Although people born in Asia are more likely to choose Chinese-made products than the average Australian, they still prefer products labelled ‘made in Australia’ over those made in China.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“Whether it’s due to the success of the long-standing Australian Made campaign, a genuine quality issue or simply good old Aussie patriotism, an overwhelming majority of Australians are more likely to buy something if they know it’s made here.

“While there are slight variations if we take a person’s country of birth into consideration, Australian-made is still consistently more popular than products manufactured elsewhere. People born in the US are especially fond of locally-produced goods, sometimes even more so than those born here.

“Not only are these results encouraging for local manufacturers, they reinforce the value of the ‘Australian-made’ angle when marketing home-grown products.”

Click here to view our extensive range of Shopping and Product Profiles, including the ‘I try to buy Australian-made products as often as possible’ profile, the ‘I’ll go out my way in search of a bargain’ profile and more, or our range of Media Profiles including internet, social media, television, pay TV, radio and more.  These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

For comments or more information please contact:

Norman Morris, Industry Communications Director

Office: +61 (3) 9224 5172

Mobile: +61 402 014 474

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