UK consumers continue to embrace Fairtrade as market grows

Data from Kantar Worldpanel underlines the extent to which the UK public continue to support Fairtrade. Volumes were also up, with a 2.5 per cent growth in the 52 weeks ending 31st December 2017.

The figures back up the findings of the Fairtrade Foundation, which show public support for Fairtrade at an all-time high. New data shows that 93 per cent of people are aware of Fairtrade while 83 per cent of people trust the Fairtrade Mark.

Among the best performing categories was Fairtrade alcohol, which saw volume growth of 29 per cent, driven in part by the continued growth of Co-op’s Own Label Fairtrade wine, as well as Tesco expanding its range of Finest Fairtrade wine. Elsewhere, the volume of frozen confectionery sold grew by more than 30 per cent, with 2017 the year Ben and Jerry’s launched its dairy-free ice cream – a Fairtrade first in the UK.

These figures represent only one part of the Fairtrade picture, as they exclude out-of-home sales, through coffee shops and other outlets, and the impact of Fairtrade’s wider programme partnership work with companies such as Mondelez and Waitrose.

Fairtrade is exploring new ways of working with business and has undertaken a supply chain mapping and transparency pilot, funded by the Department for International Development. Through this work Fairtrade is well placed to play an influential role as a partner to businesses looking to tackle human rights abuses and modern slavery risks in their supply chains.

The Fairtrade Foundation is calling on Fairtrade businesses to demonstrate why they support Fairtrade during Fairtrade Fortnight and show the impact it can have.

Catherine David, head of commercial partnerships said, “It is wonderful to see the UK public continuing to support Fairtrade in getting a better deal for farmers and workers. We also continue to see amazing support from businesses who see the value in Fairtrade and the benefits it brings.

“We are always looking at new ways of working with our commercial partners, and our transparency work will allow companies to clearly see how working with Fairtrade can help their business.

“This Fairtrade Fortnight we are asking more people in the UK to come on in to Fairtrade and help forge a fairer future for the farmers and workers we rely on for many of our favourite products.”