Fairtrade Foundation Awareness Research 2005

The latest MORI survey for the Fairtrade Foundation shows that one in every two adults in the UK now recognises the Fairtrade Mark. The study shows that 50% of people -- half of the adult population -- can now identify the certification mark, up from 25% in 2003 and 39% last year.

Alongside this, the proportion of adults correctly associating the green, black and blue Fairtrade symbol with 'Guarantees a better deal for third world producers' has risen significantly to 51%, up from 42% in 2004.

The Fairtrade Mark is reaching younger and more diverse audiences. The biggest age group recognising the Mark is now 25 to 34 year olds (a 19 point increase to 55%) and this age group is also one of the most likely to buy Fairtrade products regularly.

The survey also shows that the majority of those buying Fairtrade are recent converts. More than half of Fairtrade buyers (53%) first bought a Fairtrade product in the past year, including 7% who first bought Fairtrade in the past three months. This figure equates to 3% of all adults in the UK buying at least one Fairtrade product over the past three months.

The latest figures show that an increasing number of people who recognise the Fairtrade Mark say they became aware of it through word of mouth - up from 16% in 2004 to 23% this year.

Furthermore, four out of five people who recognise the Mark say its independent guarantee of a fair deal for growers in developing countries is 'very' or 'fairly' important. The strongest feelings about the independent guarantee exist among 25 to 34 year olds and those who regularly purchase Fairtrade products. Over half of these groups (52%) feel it is 'very' important.

Technical details

All figures are expressed in percentage terms based on the total sample (2,311 adults, aged 15+) unless otherwise stated. Where they do not sum to 100%, this will be either due to computer rounding, a number of not stated answers or a multiple response answer.

A nationally representative quota sample of 2,311 adults was interviewed throughout Great Britain by MORI in 200 sampling points. Interviews were carried out face-to-face in respondents' homes from 21 to 25 April 2005.

Data are weighted to be representative of the adult (15+) population by sex, age, region and employment status. The bases are in brackets.