--- title: Local is the preferred premium description: In our free report, we explore which categories Aussies are keen to buy Australian-made, perceptions of China imports & how brands are responding. --- [![PlayInnovation Logo](https://www.playinnovation.com.au/hubfs/PlayInnovation_S2_Logo_RGB-2%20PLAY%202.2%20White%20Logo%20Transparent%20Background-3.svg "PlayInnovation Logo")](https://www.playinnovation.com.au/) [![PlayInnovation Logo](https://www.playinnovation.com.au/hubfs/PlayInnovation_S2_Logo_RGB-2%20PLAY%202.2%20White%20Logo%20Transparent%20Background-3.svg "PlayInnovation Logo")](https://www.playinnovation.com.au/) - [HOW WE WORK](https://www.playinnovation.com.au/how-we-work) - [Insights](https://www.playinnovation.com.au/insights) - [**Explore**Dig deep into unmet needs and prepare opportunity springboards](https://www.playinnovation.com.au/insights/explore) - [**Develop**Generate ideas and begin your concept development](https://www.playinnovation.com.au/insights/develop) - [**Prove**Test out your product and pack, and refine it ahead of launch](https://www.playinnovation.com.au/insights/prove) - [**Monitor**Understand your performance by evaluating in-market results](https://www.playinnovation.com.au/insights/monitor) - [INNOVATION](https://www.playinnovation.com.au/innovation) - [**Innovate Innovation**Refresh and retune your innovation process from beginning to end](https://www.playinnovation.com.au/innovation/innovate-innovation) - [**Fuelling the Pipeline**Get a focused pipeline of opportunities to deliver real growth](https://www.playinnovation.com.au/innovation/fuelling-the-pipeline) - [**Consumer-led Product Development**Agile check-ins with consumers earlier and more often](https://www.playinnovation.com.au/innovation/consumer-led-product-development) - [**Post-launch Radar**Figure out what worked (and why), so you can pivot and optimise](https://www.playinnovation.com.au/innovation/post-launch-radar) - Your Resources - [**Knowledge Hub**Access thought-provoking research on market trends and new product development](https://www.playinnovation.com.au/the-knowledge-hub) - [**Blog**For the latest news and updates on consumer insights and product innovation in FMCG](https://www.playinnovation.com.au/blog) - [**Case Studies**Results that prove we’ve got it. See how we helped FMCG brands innovate better](https://www.playinnovation.com.au/case-studies) - [WHO WE ARE](https://www.playinnovation.com.au/who-we-are) SEARCH [Get In Touch](https://www.playinnovation.com.au/contact) Enquire Today ![](https://cdn2.hubspot.net/hubfs/2518731/_PlayMR%202020/Blog%20Page/close-button.png) # local is the preferred premium. [![Arrow Down](https://cdn2.hubspot.net/hubfs/2518731/_PlayMR%202020/Global/banner-arrow.png)](https://www.playinnovation.com.au/download-local-is-the-preferred-premium-report#next) ![COVID-19 INFOGRAPHIC COVER 6\_4 (1)](https://www.playinnovation.com.au/hs-fs/hubfs/COVID-19%20INFOGRAPHIC%20COVER%206_4%20(1).jpg?width=288&name=COVID-19%20INFOGRAPHIC%20COVER%206_4%20(1).jpg) **Why is Australian-made more popular than ever? No, that’s not clickbait, it’s true!** We dug deeper to understand where this renewed support is coming from and how you can make it work for your brands and products. Our exclusive report covers: \- Which categories Aussies are most keen to buy Australian-made \- How brands and retailers are responding to this trend \- Changing perceptions of imports \- And how you can get involved too. ## you’re in good company. ## your're in good company ![kelloggs](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/kelloggs.png) ![unilever](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/unilever.png) ![endeavor\_group](https://www.playinnovation.com.au/hubfs/endeavor_group.jpeg) ![wool worths](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/wool-worths.png) ![Krispy Kreme](https://www.playinnovation.com.au/hubfs/Krispy%20Kreme.png) ![Frucor\_Suntory\_logo](https://www.playinnovation.com.au/hubfs/Frucor_Suntory_logo.png) ![mars](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/mars.png) ![dominos](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/dominos.png) ![Remedy](https://www.playinnovation.com.au/hubfs/Remedy.png) ![Simplot](https://www.playinnovation.com.au/hubfs/Simplot.png) ![firmenich](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/firmenich.png) ![goodman fileder](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/goodman-fileder.png) ![GWF](https://www.playinnovation.com.au/hubfs/GWF.png) ![Bega](https://www.playinnovation.com.au/hubfs/Bega.svg) ![Nexba](https://www.playinnovation.com.au/hubfs/Nexba.png) ![A2](https://www.playinnovation.com.au/hubfs/A2.png) ![nestle](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/nestle.png) ![gbu](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/gbu.png) ![Arnotts](https://www.playinnovation.com.au/hubfs/Arnotts.png) ![purina](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/purina.png) ![sunrice](https://www.playinnovation.com.au/hubfs/sunrice.png) ![Lion-Co-Logo](https://www.playinnovation.com.au/hubfs/Lion-Co-Logo.png) ## as featured in. ![inside fmcg](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/inside-fmcg.png) ![australian foodnews](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/australian-foodnews.png) ![b&t](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/b&t.png) ![food & drinks](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/food-&-drinks.png) ![food & beverages](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/food-&-beverages.png) ![marketing](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/marketing.png) ![pkn](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/pkn.png) ![retail word](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/retail-word.png) ###### Insights - [Explore](https://www.playinnovation.com.au/insights/explore) - [Develop](https://www.playinnovation.com.au/insights/develop) - [Prove](https://www.playinnovation.com.au/insights/prove) - [Monitor](https://www.playinnovation.com.au/insights/monitor) ###### INNOVATION - [Innovate Innovation](https://www.playinnovation.com.au/innovation/innovate-innovation) - [Fuelling the Pipeline](https://www.playinnovation.com.au/innovation/fuelling-the-pipeline) - [Consumer-Led Product Development](https://www.playinnovation.com.au/innovation/consumer-led-product-development) - [Post Launch Radar](https://www.playinnovation.com.au/innovation/post-launch-radar) ###### Resources - [Knowledge Hub](https://www.playinnovation.com.au/the-knowledge-hub) - [Blog](https://www.playinnovation.com.au/blog) - [Case Studies](https://www.playinnovation.com.au/case-studies) ###### COMPANY - [How We Work](https://www.playinnovation.com.au/how-we-work) - [Who We Are](https://www.playinnovation.com.au/who-we-are) - [Join our Team](https://www.playinnovation.com.au/join-our-team) - [Get in Touch](https://www.playinnovation.com.au/contact) [![PlayInnovation\_S2\_Logo\_RGB-2 PLAY 2.2 White Logo Transparent Background](https://www.playinnovation.com.au/hubfs/PlayInnovation_S2_Logo_RGB-2%20PLAY%202.2%20White%20Logo%20Transparent%20Background.svg "PlayInnovation_S2_Logo_RGB-2 PLAY 2.2 White Logo Transparent Background")](https://www.playinnovation.com.au/) [![PlayInnovation\_S2\_Logo\_RGB-2 PLAY 2.2 White Logo Transparent Background](https://www.playinnovation.com.au/hubfs/PlayInnovation_S2_Logo_RGB-2%20PLAY%202.2%20White%20Logo%20Transparent%20Background.svg "PlayInnovation_S2_Logo_RGB-2 PLAY 2.2 White Logo Transparent Background")](https://www.playinnovation.com.au/) © 2026 PLAY. 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