Fairtrade reflects people's personal values

Sustain member the Fairtrade Foundation believe that a comprehensive cross-continental study of 9,200 consumers shows that shoppers identify with the values of Fairtrade.

Bananas are the most visible Fairtrade product in the UK, followed by coffee and chocolate, and the majority of consumers who have seen the FAIRTRADE Mark agree that it has a positive impact on their perceptions of the brand using the label. A large majority (84%) of consumers have trust in the Fairtrade Mark.

Seven in 10 people who recall purchasing Fairtrade-certified products would recommend Fairtrade to friends, a significant increase compared to half in 2015. Julia Nicoara, Interim Director of Public Engagement at the Fairtrade Foundation said:

“The data sends a very strong message to companies that, despite political uncertainty at home and abroad, there is a very strong body of shoppers who identify with the values of Fairtrade and want business to play fair.”

Of the brands and retailers spontaneously associated with Fairtrade, Co-op came top. When asked which brands they think offer products carrying the FAIRTRADE Mark, millennials are more likely than other age groups to associate the Fairtrade label with Green & Black’s, Starbucks and Ben & Jerry’s. Consumers aged between 18 to 24 year olds demonstrate greater trust in the Fairtrade Mark and show more label loyalty. Centennials and millennials are more likely to choose Fairtrade products when they shop.

The research shows that tea, sugar and dried fruit and nuts are opportunity areas for Fairtrade, as consumers often prefer to purchase Fairtrade certified tea and sugar but they are currently less visible on shop shelves than chocolate, coffee and bananas. When asked which other products they would like to see carrying the Fairtrade label, fruit and vegetables are the most mentioned items, followed by clothes, shoes and cotton.

GlobeScan conducted the Fairtrade Consumer Perceptions survey during January, February and March 2019 in eight markets: Australia, Canada, Germany, India, New Zealand, Switzerland, UK and USA.