Market Research

Fairtrade Awareness Globally

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.


Fairtrade Awareness in South Africa

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:

  • The general understanding of sustainability is very low, and respondents associate sustainability exclusively with environmental conservation;
  • Respondents generally associate sustainability with large, known brands;
  • Over two thirds of South Africans believe local businesses should do more to ensure better working conditions and the protection of the environment;
  • Over 80% of consumers feel retailers should be stocking more sustainable products in store, and make them easier to find on shelves.


> download the full research findings
> download the report "Achieving Sustainable Development with Fairtrade" by the Nielsen Company

Sustainability Market Trends

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.


GLOBAL CORPORATE SOCIAL RESPONSIBILITY REPORT
By The Nielsen Company, 2014

> download the report

 

 

THE DELOITTE CONSUMER REVIEW. AFRICA: A 21st CENTURY VIEW
By DeLoitte, 2014

> download the report

 

 

TETRA PACK ENVIRONMENTAL REVIEW: A GLOBAL STUDY ON THE ATTITUDES OF CONSUMERS AND INFLUENCERS
By Tetra Pack, 2013

> download the full report
> download the key slides relevant for ecolabelling

 

 

OGILVY EARTH SOUTH AFRICA SUSTAINABILITY SURVEY
By Ogilvy Earth South Africa, 2011

> download the full report