How ‘Australian Made’ helps health and beauty products stand out overseas
Why displaying the ‘Australian Made’ logo helps producers cut through at home and abroad.
It’s been more than three decades since the green-and-gold ‘Australian Made’ kangaroo first hopped onto consumer products. Since then, the logo has become a powerful marketing tool. In fact, recent research shows 97 per cent of Australians associate it with safe and high-quality products.
In particular, Australian Made has emerged as an important consideration for consumers in the competitive health and beauty space, which has long been dominated by non-Australian brands. Research shows 60 per cent of Australians now prefer health and beauty products that have been made here at home.
But what about consumers overseas? Does Australian provenance make a difference in those markets?
A new study of consumers in six major foreign territories suggests that it does. The survey also identified changes in consumer behaviour, prompted by COVID-19, that could significantly benefit Australian health and beauty producers.
How Australian made is viewed by consumers overseas
The study, conducted by Horizon Research, surveyed almost 4,500 participants across the United States, United Kingdom, Canada, China, France and the United Arab Emirates about Australian Made’s green-and-gold kangaroo. Impressively, more than two thirds (70 per cent) of consumers spontaneously recognised Australia as the country of origin for products carrying the logo.
And 97 per cent of respondents had a positive first impression of the logo, even if they didn’t know what it meant.
“It’s important to remember that, unless they’re already familiar with a product, the average consumer assumes that everything they see on the shelves has been made domestically or by one of the big export nations,” says Jessica Beard, Australian Made’s Export Manager.
By displaying the logo, you’ve already communicated a point of difference to 70 per cent of shoppers. There’s a good chance those shoppers will proceed to look more closely at your product, too. According to the study, almost three quarters (72 per cent) of consumers became intrigued about a product when they saw the Australian Made logo.
Few question the logo’s authority – in fact, 85 per cent of those surveyed were immediately convinced that products carrying the green-and-gold kangaroo were genuinely Australian. All of this is positive for health and beauty producers hoping to ‘cut through’ overseas.
As Beard notes, bricks-and-mortar retailers in these markets often stock a greater number of products than we find here at home, which can make it tricky to stand out. Highlighting the country of origin can be more powerful than using fancy packaging.
“The Australian Made logo actually becomes your brand in the first instance,” she says. “And it’s a powerful brand to leverage.”
Why Australian made matters post-pandemic
The Horizon study also asked consumers about how their habits have changed in the past two years and made several findings that could benefit Australian producers.
Importantly, 63 per cent of respondents are now buying more online. This creates an opportunity for producers who may not be able to secure physical distribution internationally but who are able to ship their products from Australia. They should consider adding the Australian Made logo to products in their e-store and to products sold by third parties online as a way to tap into overseas markets without a distribution deal.
The study also reveals that 21 per cent of respondents are now paying closer attention to the country of origin when selecting products. Only 7 per cent are shopping the same way they did before the pandemic.
Closer scrutiny works in our favour, says Beard. “In general, Australia has a strong reputation for being a reputable, ethical manufacturer,” she notes. “Certainly, our reputation compares favourably to those of some other export nations.”
Making an Australian connection in the minds of consumers overseas can also remind them of our nation’s reputation for being safe, prosperous and friendly, says Horizon Consumer Science CEO Dr Ian Cesa.
The presence of the green-and-gold kangaroo successfully “elicits the many positive qualities they associate with Australia”, says Cesa.
He concludes that, in a post-COVID world, it makes a great deal of sense to show off your Aussie credentials with a well-recognised logo.
Beard adds: “Consumers increasingly want to understand more of the journey behind the brand. Ethical practices and high standards have become really important. The Australian Made logo helps you tell that story.”
Australian Made is an official industry partner of Naturally Good and will have a dedicated pavilion showcasing Australian Made licensees at the 2022 exhibition, as well as information on how to become officially certified.
To find out more or to enquire to exhibit at Naturally Good 2022, contact the team here.