Once again Fairtrade is the most visible and trusted ethical label in the UK for shoppers of all ages, especially amongst non-parents and millennials / Gen X, according to research findings released today by GlobeScan and Fairtrade.
Prompted awareness of the Fairtrade label is very high at 94 percent, while visibility on products has increased.
Some 71 percent of shoppers recognise the Fairtrade label more often than other leading labels, and trust in the Fairtrade label also remains high: 84 percent, or about eight in ten shoppers who recognise the label trust it.
Conducted in 13 countries with more than 12,900 individuals, the survey also found that for the UK, 71 percent of shoppers regularly buy one or more Fairtrade products a month. The shoppers with that buy Fairtrade the most regularly are those in the 18-24 and 35-54 age groups, closely followed by 25-34 year olds.
Laura Godsmark, Brand & Insights Lead, Fairtrade Foundation said:
“It’s great to see that the Fairtrade Foundation continues to be seen as the most visible and trusted ethical label in the UK. This recognition reflects the growing public demand for transparency, fairness, and sustainability in how products are made and traded. Shoppers know that when they choose Fairtrade, they are standing with farmers and workers to create a fairer world.”
Laura Godsmark added that shoppers remain concerned about the socio-economic issues related to the products they purchase. In fact, while many shoppers have made cutbacks in their general expenditures due to the increased cost of living, the survey found that 62 percent of them say they are still willing to pay slightly more for a product to ensure that farmers are being paid a fair price.
The Fairtrade label is a powerful symbol, according to the survey’s results. Some 78 percent of consumers say the Fairtrade label has a positive impact on the brands that carry it. The positive brand impression is strongest among 18-34 year olds and parents. Seventy-four percent of the consumers who recall seeing the label agree that it helps them to identify ethical and responsible products.
Fairtrade and its work is clearly tied to social impact. In fact, the survey found that more than one in three consumers associate Fairtrade with social impact areas, especially workers’ rights, healthy and safe working conditions, and tackling poverty. Some 69 percent of shoppers said they felt that by buying Fairtrade products, they were standing together with the farmers and producers who grow our food. However, shoppers also associated Fairtrade with its environmental work, including preventing deforestation, adapting to climate change, and protecting biodiversity.
Other highlights of the GlobeScan survey include:
-Coffee is the most recognised Fairtrade product, followed by cocoa, bananas, tea, sugar, and rice.
-Some 69 percent of consumers say they felt a connection to farmers when buying Fairtrade products.
-More than half (65 percent) of those who recognise the Fairtrade label say they are likely to recommend Fairtrade products.
-Nearly half, or 43 percent, of consumers say removing the Fairtrade label would negatively impact their impression of a brand.
– A total of 15 percent of shoppers said they found it hard to find products with the Fairtrade label in stores and that was a key barrier to purchase.
Some findings show a slight decline from the previous survey in 2023, in part due to the different composition of the participating countries, but also because of the general trend of additional scrutiny from shoppers when it comes to ethical labels. In fact, price remains the highest barrier to buying Fairtrade.
Since 2008, Fairtrade and GlobeScan have conducted the biannual survey to help understand consumers’ priorities, attitudes, and expectations, the role of certifications, and the perceptions of the Fairtrade label. This year’s survey was conducted in February and March 2025 across 13 countries including: Austria, Belgium, Brazil, Canada, Germany, Netherlands, Norway, Poland, Spain, Sweden, Switzerland, UK, and USA.
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About Fairtrade
Fairtrade is an independent non-profit organisation representing more than two million farmers and workers worldwide. It owns the FAIRTRADE Mark, a registered trademark appearing on more than 30,000 products globally, which is the most recognised and trusted sustainability label in the world. Fairtrade collaborates with businesses, engages shoppers, activates civil society, and enables producers to take control in order to bring about a fair, sustainable future — a future rooted in social justice.
About GlobeScan
GlobeScan is an insights and advisory firm specializing in trust, sustainability, and engagement. We equip clients with insights to navigate shifting societal and stakeholder expectations, crafting evidence-based strategies that reduce risks and create value for their organizations and society. Our purpose is to co-create a sustainable and equitable future. Established in 1987, we have offices in Cape Town, Hong Kong, Hyderabad, London, Paris, San Francisco, São Paulo, Singapore, and Toronto. GlobeScan is a participant of the UN Global Compact and a Certified B Corporation.