Consumers deterred by “Made in China” label on food and wine

While Chinese might be Australia’s favourite ethnic cuisine, Australian consumers say they are less likely to buy wine and food labelled “Made in China”, according to recent Roy Morgan Research data.

However, significant portions of the population are happy to buy clothes and electrical goods that are made in China.

“Australians have a strange relationship with our largest trading partner - China,” said Norman Morris, industry communications director with Roy Morgan Research.

Consumer responses to “Made in China” labels. Source: Roy Morgan Research.

“Despite trade with China making up nearly 20% of Australia’s overall two-way trade - well ahead of second-placed Japan (12%), the USA (9%) and South Korea (5.4%), across the board far more Australians say they are “less likely to buy” a product labelled “Made in China” than those that say they are “more likely”.

“The largest difference is for wine and food with 82.6% of Australians “less likely to buy wine labelled Made in China” compared to just 3.2% that would be “more likely” and 82.5% “less likely to buy food labelled Made in China” compared to only 5.8% that would be “more likely”.”

According to Morris, considerable proportions of Australians said they are more likely to buy clothes and electrical goods if they are labelled as being made in China - the two product categories for which Chinese goods find the most favour.

“Despite this clear reluctance to buy food and wine labelled “Made in China”, Chinese food remains the favourite ethnic cuisine of more Australians than any other as shown in a recent Roy Morgan State of the Nation Report,” Morris said.