It seems nothing gets Aussies more united than buying local. New Roy Morgan research shows 95 per cent of us still prefer Aussie-made products. That number hasn’t shifted in years, proving we’ll happily pay for homegrown goods, whether it’s a wine from Margaret River or a fancy face cream from Byron.

But when it comes to imports, the national mood is swinging like a kid on a Hills Hoist.

Trump effect sends US sentiment crashing

Support for American-made goods has plummeted. Since Donald Trump marched back into the White House in January, Aussies’ willingness to buy US products has plunged 14 percentage points to just 40 per cent. That’s the lowest in 25 years of tracking.

During the Biden years, things looked rosier for the Stars and Stripes, sentiment peaked at 60 per cent in mid-2023. Now? Not so much.

Roy Morgan CEO Michele Levine says it shows just how much politics plays into our shopping habits.

“Australians’ preference for Australian-made is unshakable, with consistently high (95 per cent) more likely to buy locally made products.

“However, international preferences have shifted sharply. During the Biden administration, US-made goods enjoyed a surge in favour… But that has now evaporated with Trump’s re-election,”  she says.

China sneaks into our shopping baskets

While the US gets the cold shoulder, China’s slowly warming up with Aussie buyers. Back in 2020, only 18 per cent of us said we’d choose Chinese-made goods. Fast forward five years and it’s almost doubled to 34 per cent. Most of that growth has happened in just the past year.

Levine says:

“China has been on a slow but steady path of improvement, albeit from a very low base. Now over one in three (34 per cent) Australians are more likely to buy Chinese made products.”

So while Trump might be tanking US brands down under, Chinese suppliers are quietly sliding more products onto Aussie shelves.

How small biz can cash in

If you’re running a small business, the message is loud and clear: country of origin sells. Locally made is still the gold standard. So if you’re producing here, make sure your packaging, website and socials scream it proudly. An ‘Australian Made’ logo can be the difference between someone choosing you or the competition.

If your range leans on US imports, you might have a harder job convincing customers. Don’t bin the stock, but consider how you market it. Focus on what makes the product brilliant, such as quality, innovation, and exclusivity, not just where it’s from.

If you’re sourcing from China? Don’t be shy. Sentiment is on the rise. Customers are less suspicious than they once were, but they’ll still want to know it’s good quality and responsibly made. Transparency is your friend here.

Aussies will always back local first, but the latest research is a reminder that global politics doesn’t just play out in Parliament, it shows up in your shopping trolley too.

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