Australians Want to Buy Local — So Why Is It Still So Hard?

Australians take pride in supporting local — whether it’s choosing homegrown produce, Aussie-made skincare, or locally manufactured household products. But according to new data from the Back Australia: Consumer Sentiment Survey, many shoppers are finding it harder than ever to tell what’s truly made here.

The survey, published by the Daily Telegraph, found that while more than 90% of Australians say they prefer to buy Australian-made goods, many struggle to do so. The main reasons? Confusing labelling, misleading packaging, and uncertainty about where to find genuine local products.

In fact, most shoppers say they want to support Australian jobs and manufacturers — they just don’t know where to start. Packaging often looks Aussie on the outside (thanks to green-and-gold colours or kangaroo imagery), but that doesn’t always mean it was made in Australia. Some products are simply owned, assembled, or packaged here, rather than manufactured locally.

In this article, we’ll unpack what the latest research reveals about how Australians feel when shopping for local products, why so many find it confusing, and — most importantly — how to confidently identify what’s genuinely Australian made.

What the survey reveals about how Australians shop

The Back Australia: Consumer Sentiment Survey painted a clear picture of how strongly Australians feel about supporting local. The vast majority of respondents said that buying Australian-made products gives them a sense of pride, with many associating it with better quality, stronger community impact, and higher trust compared to imported goods.

But despite this enthusiasm, there’s a noticeable disconnect between intention and action. While people want to buy local, many say they’re simply not sure how to identify what’s genuinely made here.

The survey results highlighted a few key barriers:

• Confusing labelling: Many shoppers struggle to understand the difference between “Australian Made,” “Product of Australia,” and “Australian Owned.”
  

• Misleading packaging: Products that use Australian colours, slogans, or kangaroo imagery often give the impression of being locally made — even when they’re not.
  

• Limited visibility: Some consumers say they don’t know where to find Australian-made products in stores or online, with local options often hidden behind global brands.
  

• Price perception: While quality is highly valued, some respondents admitted that cost still influences their decisions — even if they’d prefer to buy local.

Despite these challenges, Australians remain overwhelmingly positive about supporting local industry. The survey found that most shoppers feel a strong sense of national pride when choosing homegrown goods — they just want clearer, more transparent information to help them do it confidently.

Why labels cause so much confusion

If you’ve ever picked up a product covered in green and gold colours, a kangaroo symbol, or the words “Australian Owned,” you’re not alone in assuming it was made right here at home.

For instance, a product that says “Australian Owned” may come from a locally run business, but the item itself could be manufactured overseas. Likewise, something that’s “Packaged in Australia” might have been assembled or bottled here, but with ingredients or components sourced entirely from abroad.

Even the use of Aussie imagery — like native animals, flags, or “Made Down Under” slogans — can create a false sense of authenticity. These marketing tactics tap into our national pride, but they don’t necessarily tell the full story about where a product actually comes from.

That’s why understanding the official Australian Made certification system is so important. It’s the clearest and most reliable way to identify products that have been genuinely manufactured or produced here, not just branded to appear local.

Before diving into the different label types and what each one means, let’s take a closer look at the official green and gold kangaroo logo — and how it helps separate the real Aussie-made products from the imposters.

The official Australian Made logo — what it really means

When it comes to spotting genuinely Australian-made products, the green and gold kangaroo logo is your most reliable guide. This isn’t just a marketing design — it’s an official certification trade mark, managed by the not-for-profit Australian Made Campaign and protected under Australian Consumer Law.

To carry the Australian Made logo, a product must meet specific criteria that prove it was substantially transformed in Australia. That means the core manufacturing process — the step that gives a product its essential identity or purpose — must occur locally. Simply packaging or assembling imported materials here isn’t enough.

While the kangaroo logo is a key visual cue, it’s equally important to understand the other origin claims you’ll find on packaging — because not every label means the same thing.

Understanding the different Australian Made logos

The Australian Made Campaign manages several versions of the green and gold logo to represent different types of products and industries — each with its own meaning and criteria. Here’s a quick guide to what each one stands for (images sourced from Australian Made Campaign website):

1. Australian Made

Indicates that the product has undergone its last substantial transformation in Australia. This means the main manufacturing process — the step that gives the product its essential identity — was completed here.

✅ Example: Skincare that’s formulated and bottled in Australia, even if some ingredients come from overseas.

2. Australian Grown

Used for products made from raw materials or ingredients grown in Australia, where all or nearly all of the processing also takes place locally.

✅ Example: Fresh produce or grains grown and packaged in Australia.

3. Product of Australia

Represents the highest standard of Australian origin claims. All significant ingredients must come from Australia, and every stage of manufacturing or processing must be done here.

✅ Example: Honey made entirely from Australian bees, processed and bottled locally.

4. Australian Seafood

Specifically for seafood products. It means the seafood was harvested or farmed in Australian waters, and all or nearly all processing has been carried out in Australia.

✅ Example: Australian-caught prawns that are cleaned, processed, and packed domestically.

5. Australian

This version is used only in export markets, and the product must meet at least one of the above criteria without being misleading. It’s not typically seen on products sold within Australia.

6. Australian Food Labelling

For food items regulated under Australia’s Country of Origin Food Labelling system. This version includes a bar chart showing how much of the product (by weight) comes from Australian ingredients.

7. Australian Made & Owned / Australian Grown & Owned

Some businesses add “& Owned” to show that the company itself is Australian-owned in addition to meeting the product’s origin criteria. However, ownership is not part of the official certification, and the main focus should still be on whether the product meets the Australian Made or Australian Grown standard.

💡Pro Tip: If you’re unsure, flip the packaging over and read the fine print. Look for the official Australian Made logo and check whether it’s accompanied by a bar chart and clear supporting text — these provide the best indication of where the product was truly made or sourced.

For a detailed breakdown of these terms — including real examples and how to verify authenticity — check out our full guide:

👉 How to Tell If a Product Is Truly Australian Made

How to read the label like a pro

Once you know what the different Australian origin claims mean, the next step is learning how to read the official country of origin label properly. These labels are designed to make things clear at a glance — but only if you know what each element represents.

In Australia, most food and many non-food products must display a standardised label that falls into one of three categories. Each version tells you something slightly different about how much of the product was made or sourced locally.

1. The three-component standard mark

This version is the most informative — and the one you’ll see on priority food products made, produced, or grown in Australia.

2. The two-component standard mark

Why supporting genuine Aussie-made products matters

Buying Australian-made isn’t just about patriotism — it’s about making conscious choices that strengthen communities, protect local jobs, and ensure you’re getting products made to some of the world’s highest standards. 

Here’s why choosing genuinely Australian-made products makes such a difference:

1. It supports local jobs and businesses

Every time you buy a product that’s made in Australia, you’re supporting real people — from farmers and factory workers to small-business owners and suppliers. That money stays in the country, helping to keep skilled manufacturing alive and communities thriving.

2. It keeps money circulating in the economy

Spending on Australian-made goods helps keep dollars flowing through the local economy. It supports small businesses, strengthens supply chains, and fuels innovation — creating a ripple effect that benefits everyone from producers to consumers.

3. It builds trust and transparency

Products carrying the official Australian-Made logo must meet strict criteria and comply with Australian Consumer Law. That means you can trust that what’s on the label truly represents where it was made — with clear oversight and accountability.

4. It’s a more sustainable choice

Locally made products often travel fewer kilometres to reach your home, reducing transport emissions and your overall carbon footprint. Supporting Australian manufacturing also encourages more sustainable production practices and reduces dependence on imported goods.

5. It helps protect our future

Every local purchase is a vote for Australian jobs, quality craftsmanship, and self-reliance. The more we back Aussie businesses, the stronger our economy becomes — ensuring local industries can continue to grow and innovate for generations to come.

Conclusion: Making it easier to buy Australian Made