Fairtrade growing among ethical consumers

A new study from Canadian research group GlobeScan Report, undertaken at the end of last year, claims that more than half of the 14,500 consumers surveyed in 15 countries are "active ethical consumers" with high expectations of companies' social, economic and environmental responsibilities.

The study, commissioned by Fairtrade Labelling Organisations International, was designed to assess consumer interest in the Fairtrade mark - launched in the Netherlands in the late 1980s.

Consumers in the UK, Austria and Finland are most familiar with the Fairtrade mark. The UK had the greatest awareness, with more than four out of five saying they recognised the Fairtrade mark. Fairtrade products in the UK generated an estimated 700 million pounds in retail sales in 2008.

Chris Coulter, vice-president of GlobeScan said Fairtrade has moved from a niche segment of the market into the mainstream.

"The behaviour change in consumption is such that the Fairtrade offering is at the right moment and at the right time," he said.

Global sales of Fairtrade products are forecast to increase between 10 and 15 percent this year.