shopper research: made in Australia - does anyone really care?
by: Sarah Kneebone
Times are changing
The generation game
Whilst 'Made in Australia' appears to be a popular position for many, it's worth thinking about how the upcoming generation feel about buying local.
Generally, older generations are more likely to opt for locally produced products, whereas younger consumers are more digitally savvy, aware of the options and perhaps more open-minded about the global market place.
Younger consumers were found by Mintel to care more about progressive policies such as the fight for gender equality than ‘Made in Australia’ claims.
(Shelly McMillan, Trend and Innovation Consultant at Mintel)
It all comes back to trust. For the older generation this means local Australian brands but for the post-Millennial generation it’s more about companies ‘doing good things’ for society and the planet. The younger generation are happiest when backing conscious, progressive and ‘brave’ brands.
We asked our community of Australian shoppers how strongly they agreed or disagreed with the statement "I buy Australian made/sourced products from the supermarket whenever possible" and found that those aged 55-65 were much more likely to 'strongly agree' (41% vs. 28%).
Making a point of it
(Narissa Corrigan, founder of promotions business Ampersand & Ampersand)
Advice from the research buffs
“Alongside our renewed enthusiasm for Australian-made goods, we are becoming increasingly open to, and comfortable with, the idea of buying foreign-made products. Online shopping has broadened our retail horizons, enabling us to purchase items made in all corners of the globe.” (Michele Levine, CEO at Roy Morgan Research)
Whilst we do believe that many shoppers look for and prioritise local products; in our donkeys years of experience we’ve found that a desire for ‘Made in Australia’ is often over-claimed by shoppers.
Over to you
If you'd like to get to the bottom of how your shoppers perceive 'country of origin' labelling and local messaging, get in touch on 02 8097 0200 or email firstname.lastname@example.org at any time.
We think differently, keep it real and won't give you a cookie cutter approach to shopper research. If you want to find out more about how we PLAY, click here.
P.S. Talking of shoppers, we've got a whole community of them (thousands in fact!) ready and waiting to divulge their thoughts on your brand or product. Find out more about how you can tap into this here.