Australian research

The Australian Made, Australian Grown Campaign regularly undertakes research here and in export markets to understand consumer awareness of the Australian Made, Australian Grown logo and perceptions of Australian products.

2008 Licensee survey

A large survey of users of the Australian Made, Australian Grown logo was undertaken in March 2008. Close to 800 businesses participated in the survey and key findings include:

•   50 per cent of logo users export;
•   another 11 per cent intend to start exporting within the next 12 months;
•   the biggest export markets for licensees are New Zealand, the US, the UK and China;
•   the logo is used by licensees in export markets whenever possible;
•   the most commonly exported goods are: ‘electronics’, ‘health products’, ‘textiles’, ‘clothing, footwear or leather’, and ‘processed food and beverages’;
•   licensees believe the most important aspect of their goods is quality;
•   licensees are particularly interested in export promotions such as  pavilions at international trade fairs (19%) and would like AMAG to work more closely with industry bodies and groups such as Austrade (14%).
•   These licensees are also interested in accessing more merchandise such as flags and participating in in-store promotions (for information about borrowing banners and more, please click here)

The findings show that licensees are more active in export markets than non-logo users and that there is a strong belief among licensees that the logo and the ‘Australianness’ of their products add real competitive advantages.
 

2007 Australian Made, Australian Grown research

Australian consumers want to buy fresh and processed foods grown in Australia, according to research conducted by Roy Morgan Research for the Australian Made, Australian Grown Campaign and released in July 2007.

Key findings include:

• 89% of consumers believe it to be 'very important' or 'important' that the fresh food they buy is Australian
• 82% of consumers believe it is 'very important' or 'important' that the processed food they buy is Australian
• 74% of consumers say that one of the reasons for buying Australian Grown is to 'support local farmers, fishermen and businesses'
• The most common reason for buying imported rather than Australian is that 'Australian produce not available' (46%). 

During February 2007 Roy Morgan Research conducted a small round of research in Australia to focus on consumers’ perceptions of the meaning of the logo and response to the logo being used on fresh produce. The research built on findings found in late 2006 and assisted in understanding the implications of launching an Australian Grown descriptor.

Key findings included:

• 75 % of consumers would like to see the logo used on fresh produce

• 79% would like to see the logo used on canned foods
• 98% believe the logo means ‘Australian’

2006 Australian Made, Australian Grown research

In late 2006 AMCL conducted a large research project in Australia focusing on consumer understanding of the logo, consumers’ willingness to buy Australian and their perception of Australian products.

A total of 1163 interviews were conducted by Roy Morgan Research for this research project. Key findings included: 

• 98% of consumers recognise the Australian Made, Australian Grown logo (then known as the Australian Made logo)
• 79% prefer to buy Australian food (including beverages)
• 86% trust it over any other country of origin identifier
• Another 18% buy Australian made ‘often’
• 42% relied on the Australian Made, Australian grown logo to identify Australian products
• Overall 49% claimed to buy Australian made ‘whenever possible’

To view the complete research findings released on 9 November 2006, please click here.

For past research conducted in Australia, please use links below:

2002 Roy Morgan research conducted for the Campaign

2007 Roy Morgan research about Country of Origin

International research

The Australian Made, Australian Grown logo is not just trusted and respected by Australian consumers.

A study from Los Angeles suggests that 'pure and natural' and 'unique' are amongst the two strongest attributes of Australian products in the eyes of the consumer.

Research from Thailand indicates that an amazing 79% of Thai consumers would be positively influenced by the logo when making a purchase decision and that 99% had a positive attitude towards Australia. 

To view the latest research findings, please click on the links below:

2005 Los Angeles research

2005 Bangkok research   

To learn more about the Campaign's current export activities, please click here. The links below provide summaries of past export projects in Thailand and the US:

Summary of export promotions in Thailand

Summary of export promotions in the US