Conducted in 13 countries with more than 12,900 individuals, the survey also found that for the UK, 71% 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 and insights lead, Fairtrade Foundation says: “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.” 

Godsmark adds 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% 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% 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 also tied to social impact: 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. Sixty-nine percent of shoppers said they felt that by buying Fairtrade products, they were standing together with the farmers and producers who grow our food. 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 recognized Fairtrade product, followed by cocoa, bananas, tea, sugar, and rice.  
• Some 69% of consumers say they felt a connection to farmers when buying Fairtrade products. 
• More than half (65%) of those who recognize the Fairtrade label say they are likely to recommend Fairtrade products. 
• Nearly half, or 43%, of consumers say removing the Fairtrade label would negatively impact their impression of a brand.    
• A total of 15% of shoppers said they found it hard to find products with the Fairtrade label in stores and that was a key barrier to purchasing,

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 across 13 countries including: Austria, Belgium, Brazil, Canada, Germany, Netherlands, Norway, Poland, Spain, Sweden, Switzerland, UK, and the U.S.

Related: Fairtrade Foundation appoints Eleanor Harrison as CEO