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Fairtrade forges forwards
With UK consumers looking to make more ethical choices Fairtrade sales are soaring
The UK market for fairtrade products is booming, according to the Fairtrade Foundation, thanks to the increasing involvement of the major grocery multiples.
It reports that of a global market worth more than £750m worldwide, UK sales account for just over 25%, and grew by 40% to £195m in 2005.
Tesco, the leading fairtrade retailer, now lists 90 fairtrade lines. This compares with 59 at Sainsbury's, and 50 at Asda. Yet it is Sainsbury's shoppers who identify closest with the fairtrade cause, with it now selling more than £1m worth of fairtrade products per week.
According to the IGD, the popularity of fairtrade forms part of a broader trend, as more and more UK consumers embrace the ethical food market, and this is contributing to a growth rate well ahead of that of the broader grocery market.
New IGD research on ethical consumers shows that 73% of Sainsbury's shoppers think fairtrade is very or quite important. This compares with 67% at Asda, 67% at Morrisons and 64% at Tesco. And it seems that Sainsbury's shoppers are more likely to transfer their attitude into action. In coffee one of the best development areas for ethical products 45% of Sainsbury's shoppers regularly buy ethical products in the coffee category, compared with 32% in Tesco, 24% in Morrisons and 22% in Asda.
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