Australians have come to value ‘local’ products and producers more since the onset of the pandemic, as a number of studies reveal that the importance of a strong local community has grown among consumers.
In a study conducted by
McCrindle, two in three Australians (66%) say they value shopping locally more now than they did before the pandemic — part of a broader lift in the importance they place on a strong local community (53%).
In a 2023
Roy Morgan study, 86% of Australians said buying Australian-made is important, with 67% saying they “often” or “always” buy Australian-made. Tellingly, 35% reported buying more Australian-made than before the pandemic.
This support has only strengthened, with a
follow up survey in 2025 finding that 95% of Australians support buying Australian-made, underscoring the durability of the local preference.
It’s a trend that even large scale retailers have picked up on, with supermarket chain Coles launching their
Coles Local specialist supermarkets around the country. As per the Coles website, what sets these stores apart from the regular Coles experience is, “It’s your local supermarket, tailored and connected to your community, to both bring out your inner foodie and support your everyday needs… What sets us apart, is we work with our favourite local suppliers that you may not find in your average Coles store, to really inspire a lifelong love of food and entertaining.”
So why are consumers leaning local?
Community and identity
The shop-local movement is deeply rooted in community connection. Square Holes own extensive research into buy local movements has shown that consumers feel an emotional and social reward when they support small businesses. The McCrindle data above demonstrates that the pandemic prompted a meaningful rise in the value Australians place on local community connection and support — sentiments that translate into local spend and loyalty.
Trust and quality
Roy Morgan finds shoppers associate the Australian Made logo with supporting local jobs (97%), high quality (94%), reliability (93%), ethical labour (90%) and sustainability (80%). These cues de-risk purchase decisions and justify modest price premiums. Our own research has unearthed that consumers are generally willing to pay more for local products because of the associated values of sustainability, quality and ethical.
A global echo effect
McKinsey’s 2025 consumer research (multi-market) shows a broader swing toward domestic brands, with 36% of consumers preferring local to support domestic businesses and 20% saying local brands fit needs better — a pattern that aligns with Australia’s numbers.
So what this means for Australian businesses?
Making your local story a pivotal part of your branding, along with communicating the benefits of shopping local (freshness, shorter supply chains, local jobs) will help you to attract the 67% of consumers saying they “often/always” buy Australian-made per Roy Morgan’s study. This also helps with communicating the value of your product over cheaper produced items from overseas.
How market research could support your local business
As a market research agency, it isn’t just our role to observe this trend — it’s about providing local businesses with the tools and insight to thrive within it. We do this by:
Understand local demographics and preferences
By analysing community data, businesses can stock the right products and set competitive prices.
Refine marketing strategies
Research helps identify which channels — from Instagram to in-person events — best engage local audiences.
Monitor changing consumer sentiment
Ongoing surveys and analytics reveal how economic or cultural shifts influence local spending habits.
Square Holes has worked closely with Australian brands, organisations and governments for 20+ years to help build recognition, develop new product lines and track customer sentiment. Want to learn more about how we can help your business? Head here.
