A comprehensive survey across 17 countries shows that the international FAIRTRADE Certification Mark is the most widely known ethical label. Nearly 6 in 10 consumers (56%) in the countries surveyed have seen the FAIRTRADE Mark and recognition is close to or exceeds 90% in five leading markets. More than 6 in 10 (61%) say they trust the FAIRTRADE Mark. The study of more than 10,000 consumers was carried out in 2013 for Fairtrade International by international opinion research consultancy GlobeScan.
Since the launch of Fairtrade in South Africa in 2010, Fairtrade has been the fastest-growing ethical certification in South Africa.
Fairtrade was mostly unknown in South Africa when we launched the first Fairtrade labelled products in 2010. A research conducted by the Nielsen Company in 2013 on sustainbility trends in South Africa found that 7% of South Africans recognise the Fairtrade logo, while 11% know about the Fairtrade concept. The latest research conducted by the same Nielsen company in May 2015, shows a growth in Fairtrade awareness to 9% in target consumer segments, with peaks of 11-14% in the highest LSMs. South African consumers associate Fairtrade first and foremost with quality and with better working conditions on farms.
This data show substantial growth in awareness from the 4% of 2011. When explained the meaning of Fairtrade, 76% of respondents expressed interest in purchasing Fairtrade products, thus showing a strong future purchase propensity.
Other key research findings:
> download the full research findings
> download the report "Achieving Sustainable Development with Fairtrade" by the Nielsen Company
Sustainable production and consumption has been a trend in many markets worldwide for the past decade. Find below a collection of the latest market research on this trend in the world and in Africa.