With all the talk and some controversy in regards to country-of-origin food labeling, here is something to consider. According to recent findings released by Roy Morgan the proportion of Australians 14+ who are more likely to buy food if it is labeled ‘Made in Australia’ increased from 85% to 88% over the last two years. This is compared to where only 6% of Australians say they’d be more likely to buy food labeled ‘Made in China’ (almost unchanged from 5% in 2013).
“It will be interesting to see whether attitudes to Chinese-manufactured food products shift in the wake of the recent Hepatitis scare caused by frozen berries imported from China. Certainly, the call for clearer country-of-origin food labelling has never been more relevant.” Michele Levine, CEO, Roy Morgan Research commented.
Ms Levine went on to explain that compared to people who are more likely to buy food labelled ‘Made in Australia’, those who are more likely to purchase Chinese-made food products are less likely to be concerned about whether food is fattening, genetically modified, or additive-free. They’re more likely to buy frozen or chilled ready-made meals, takeaway food, and to avoid dairy products when possible.

Ms Levine went on to point out that as we reported last year, Australians who agree that they would be more likely to buy products manufactured in China tend generally to be aged at the younger end of the spectrum. This trend is strikingly evident when it comes to food: Aussies aged under-35 are dramatically more likely than their older counterparts to buy a food product if it is labeled ‘Made in China’.
“We’ve been aware for some time that younger Australians tend to be more open to buying products made in countries other than Australia. Growing up in the digital age, they are used to having the international marketplace at their fingertips, courtesy of online retailers.” Ms Levine commented “Products manufactured in China are often considerably cheaper than goods made in many other countries (including Australia) — an added incentive for young people who may still be studying or earning a low wage.”