Awareness of FAIRTRADE Mark leaps to 70%
Latest research commissioned by the Fairtrade Foundation and launched
to coincide with World Fair Trade Day on Saturday 10 May, shows more UK
consumers than ever before – 70% of the population – recognise the
FAIRTRADE Mark, up from 57% in 2007.
The
TNS CAPI OmniBus findings also show understanding of the concept behind
the Mark has increased, with 64% of the population linking the Mark to
a better deal for producers in the developing world. This means the
message of Fairtrade is getting through. The research shows it is also
influencing everyday purchases throughout the country, with 1 in 4 of
the UK’s shoppers now regularly buying several products carrying the
FAIRTRADE Mark. The trend is for more people to be buying more products
more regularly.
‘This research shows
that the balance of public opinion is tipping in favour of Fairtrade
where Fairtrade is seen as an integral part of a sustainable global
future,’ says Harriet Lamb, Executive Director of the Fairtrade
Foundation. ‘More and more UK shoppers see Fairtrade as a simple,
highly effective way to enable producers in the developing world to
work their way out of poverty with dignity, receiving a decent return
for their great produce and hard work.’
‘The
challenge is now set for UK business to make more Fairtrade products
available. There have been significant commercial developments in
recent years – which have no doubt contributed to the visibility of the
FAIRTRADE Mark and therefore the awareness reflected in this research –
but there is a long way to go as producers in the developing world line
up to be able to supply the UK Fairtrade market and UK consumers show
their willingness to buy Fairtrade goods as they become available
across sectors.’
The TNS CAPI OmniBus
findings, which exceeded the Foundation’s own expectations, are
mirrored in the recently announced uplift in estimated retail sales of
Fairtrade products, which increased from £286m in 2006 to £493m in
2007, a 72% increase. The Foundation puts the huge leaps in sales and
awareness of the FAIRTRADE Mark down to the vibrant grassroots social
movement which underpins Fairtrade. Across the country, there are now
more than 350 Fairtrade Towns, 4,000 Fairtrade Churches, 37 Fairtrade
Synagogues, 60 Fairtrade Universities and a newly launched network of
Fairtrade Schools, all campaigning to support and promote Fairtrade in
their local area. This community level campaigning alongside the public
education of the Fairtrade companies, such as new nut company
Liberation, means the FAIRTRADE Mark is unique in the way it is backed
by the public. This support, coupled with the uptake of Fairtrade by
the big and mainstream companies, has made the FAIRTRADE Mark very well
known.
‘On World Fair Trade Day,’
continues Harriet, ‘we are calling on consumers, companies and
politicians to step up the fight against global poverty through trade,
and continue to tip the balance in favour of farmers from developing
countries. With 2 billion working people earning less than US$2 a day
and many of these producing the goods we put in our shopping baskets
every day, it is critical to increase the momentum for change through
Fairtrade in 2008.’
The TNS CAPI
OmniBus findings show the gap between people buying Fairtrade products
regularly and occasionally has decreased since 2007 (16% to 24% and 15%
to 14% respectively). The percentage of consumers who regularly or
occasionally buy several Fairtrade products has gone up (18% to
24% and 15% to 17% respectively) and the number of consumers who say
they never buy Fairtrade products has also decreased. This indicates
that people are no longer buying Fairtrade products as a ‘one off’ and
are moving across sectors in their purchasing.
The
survey also showed that recognition is highest with 35–44 year olds
(76%) and fastest growing with 25–34 year olds (76%). It confirms that
more women than men recognize the Mark, reflecting the main shoppers in
most households.
Coffee remains the
most widely known Fairtrade product, followed by significant increases
in awareness of Fairtrade tea, chocolate and bananas. However,
recognition of the overall range of Fairtrade products has risen across
most categories in 2008. Meanwhile, the figures for estimated retail
sales for 2007 released earlier in the year showed Fairtrade bananas
are the best selling Fairtrade product with sales topping £150m, an
increase of 130% and Fairtrade coffee sales rose 24% to more than
£117m. Items made with Fairtrade certified cotton increased from more
than half a million to just under 9.5m units and Fairtrade tea rose 24%
to just over £30m.
Demand
for Fairtrade products has significantly increased across all sectors
in 2008. In particular, the public’s appetite for Fairtrade products in
schools, colleges and universities has nearly tripled from 10% to 29%.
Demand for Fairtrade products in hotels and B&Bs has risen from 11%
to 23% and in workplaces has more than doubled from 9% to 21%. People
also want to see more Fairtrade available in cafes, restaurants and
pubs (25% to 34%) and in local shops (20% to 32%) and on the move when
travelling (14% to 25%).
-Ends-
For further information and photos, phone 020 7440 7686/7695 or 07770 957 451 or email eileen.maybin@fairtrade.org.uk, martine.julseth@fairtrade.org.uk or faith.mall@fairtrade.org.uk
Notes to Editors
- World
Fair Trade Day is an international celebration of Fair Trade
internationally, with events organised worldwide. IFAT member
organisations based in 70 countries, along with Fair Trade shops and
networks, host events including Fair Trade breakfasts, talks, concerts,
fashion shows and much more, to promote Fair Trade and campaign for
justice in trade. The Fairtrade Foundation is a member of FINE, the
umbrella body encompassing IFAT (International Fair Trade Association),
FLO (Fair Trade Labeling Organizations International), NEWS! (Network
of European Worldshops) and EFTA (European Fair Trade Association).
- The
poll was undertaken by TNS via their CAPI omnibus. It was a nationally
representative sample of 2082 GB adults aged 16+ was interviewed.
Interviews were conducted face to face, in respondents home. The
fieldwork was conducted 14–18 March 2008
- The Fairtrade
Foundation is an independent certification body that awards the
FAIRTRADE Mark to products which meet international Fairtrade standards
set by FLO (Fairtrade Labelling Organisations International). Currently
FLO spans almost 80 countries, working with 632 producer partners from
58 countries and across 21 Fairtrade markets in Europe, North America,
Australia, New Zealand, Mexico and Japan. Seven million people –
farmers, workers and their families – benefit from the international
Fairtrade system and FLO aims to continually increase the number of
producer groups registered to supply the international Fairtrade
market. The UK has the most dynamic Fairtrade market in the world –
here you can find the widest range of products, the most diverse range
of companies involved and the most active grassroots campaigning
network.
- The full range of more than 3,000 Fairtrade
certified products now includes coffee, tea, herbal teas, chocolate,
cocoa, sugar, bananas, grapes, pineapples, mangoes, avocados, apples,
pears, plums, grapefruit, lemons, oranges, satsumas, clementines,
mandarins, lychees, coconuts, dried fruit, juices, smoothies, biscuits,
cakes and snacks, honey, jams and preserves, chutney and sauces, rice,
quinoa, herbs and spices, seeds, nuts and nut oil, wines, beers, rum,
confectionary, muesli, cereal bars, yoghurt, ice-cream, flowers, sports
balls, sugar body scrub and cotton products including clothing,
homeware, cloth toys and cotton wool.