Supermarket freezers are packed with more options than ever when it comes to frozen vegetables and chips.

But the colourful array of brands to suit different budgets hides a growing truth — Australian food manufacturing is under threat, and many customers are struggling to pay.

When it comes to food, national pride has become less of a priority, according to University of Tasmania associate professor Louise Grimmer.

"If someone says to us, do you look for Australian products and for local products? Of course, it's really important to support farmers," Dr Grimmer said.

"But when you've got households that are struggling and you might have two products and really there's not a lot of difference between them, but one is a lot cheaper … that's going to be the product that households select

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