A coalition of Australian food businesses, including Norco, SPC, Sanitarium Health Food Company, Mayvers and Sunshine Sugar, has formed in response to shopper confusion over 'Aussie owned' products. New research from Norco, Australia's oldest and largest 100% farmer-owned dairy co-operative, reveals that due to inflation, Australian households are spending up to an extra $1.64bn in their monthly grocery shops.

Despite the cost-of-living crisis, 30% of shoppers have increased their support for what they believe to be Australian brands and products over the past two years. The research found that 67% of shoppers actively try to buy Australian due to concerns over the future of Australian brands and the pace of foreign investment.

The research was conducted by Pure Profile on behalf of Norco between May 22 and May 28, 2024, surveying 1,013 Australian grocery buyers aged 18+ from all states and territories across Australia. The data revealed that 81% of Aussie shoppers are actively buying foreign-owned products, with 66% buying multiple foreign-owned brands, believing they're supporting Australian owned.

56% of Aussie shoppers look for the Australian-made logo to inform their selection, with only one in 10 consumers doing their own research. Under Australian Consumer Law, most foods that are produced, grown or made in Australia are required to display a label with the kangaroo triangle symbol, or some statement indicating the food was grown, produced or made in Australia - but that doesn't mean Australian owned.

66% of Australians claim they would buy more Australian-made and owned products if the information was readily available but claim it's hard to tell, with 73% believing 'country of ownership' information should be included on all food labels.

"What's clear from the research, is that if we want to protect what's left of our iconic and authentically Australian brands, there needs to be a greater conversation and further education around the difference between Australian made and Australian-owned," said Michael Hampson, Norco Chief Executive Officer.