The nationwide survey, polling more than 1000 Australian grocery buyers, found that 60% of consumers ‘hardly ever’ check the origin of the food they are purchasing.
The research, commissioned by Crossman Communications, found that 39% of those surveyed checked the country of origin most of the time, with only 13% checking all the time.
Just under half (47%) of those surveyed are not concerned about where food comes from, providing it is of good quality and reasonably priced.
The survey found that consumer confidence in quality was highest for New Zealand, with 96% confident in its produce.
Contradictions: prioritising price but airing support for local produce
These results were amid a call from 53% of Australian grocery buyers for federal protection to local food manufacturers.
Jackie Crossman, managing director of Crossman Communication said: “The findings will dishearten farmers and local food manufacturers who are already finding it tough in a difficult retail environment.”
The industry continues to face pressures from the high costs of raw materials, supermarket price wars and the strong Australian dollar.
She added that local manufacturers need consumer support.
“Australia produces some of the best quality food in the world and our grower and manufacturers need our support… if we favour cheap imported food over home grown produce we will jeopardise even more Australian livelihoods and jobs in the agriculture, horticulture and manufacturing sectors,” she said.
Of those surveyed, 56% said that they believe imported food keeps Australian prices competitive; a priority for the increasingly budget conscious consumer, the survey claimed.