Leap in fairtrade awareness

Research showed that recognition is highest with 35-44 year olds (76%) and fastest growing with 25-34 year olds (76%). It also confirms that more women than men are recognising the mark. The TNS CAPI Omnibus findings also showed that more people are beginning to understand what the mark means, with 64% of the population linking the mark to a better deal for producers in the developing world. Figures reveal that it is also influencing everyday purchase s throughout the country, with one in four of the UK's shoppers now regularly buying several products carrying the fair-trade mark. Harriet Lamb, executive director of the Fairtrade Foundation, commented on these findings: "This research shows that the balance of public opinion is tipping in favour of fair-trade where fair-trade is seen as an integral part of a sustainable global future. "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 businesses to make more fair-trade products available. Further research found that the percentage of consumers who regularly or occasionally buy several fair-trade products has increased (18% to 24% and 15% to 17%) and the number of consumers who say they never buy fair-trade products has also decreased. This suggests that people are no longer buying fair-trade products as a 'one off'. Coffee remains the most widely known fair-trade coffee, followed by growth in awareness of fair-trade tea, chocolate and bananas. Figures for estimated retail sales for last year showed fair-trade bananas are the best selling fair-trade product with sales topping £150 million. An increase of 130% and fair-trade coffee sales rose 24% to more than £117 million. And demand for fair-trade products has seen a significant increase across all sectors this year. The public's appetite for products in schools, colleges and universities has nearly tripled from 10% to 29%. Demand for products in hotels and B&Bs has risen from 11% to 23%. People also want to see more fair-trade 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%). 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 fair-trade schools, all campaigning to support and promote fair-trade in their local area.