The recession is failing to dampen consumer concern about fair trade issues, according to grocery think tank IGD.
More than half of shoppers (52%) surveyed by the IGD felt that the pay and conditions of people producing their groceries in poorer countries was an important consideration in their purchasing decisions.
A total of 54% wanted to know more about the pay and conditions of those working in food production in poorer countries and 19% would like more information to be made available on such topics.
Nearly 60% of shoppers claimed to be active supporters of the Fairtrade label, buying products from the range at least occasionally. And nearly one in 10 claimed to specifically choose to shop in stores with a wide range of Fairtrade products.
“The recession is prompting shoppers to seek out the best value but not by abandoning their values,” said IGD chief executive Joanne Denney-Finch. “The resilience of the trend, even throughout a recession, sends out a strong message. Ethical sourcing is growing increasingly important for shoppers. That’s why it’s fast becoming a new competitive frontier for food retailers and brand owners.”
Harriet Lamb, executive director of the Fairtrade Foundation, said: “In the current global climate, farmers need Fairtrade more than ever. So it is reassuring that the IGD research shows consumers are still wholeheartedly backing a better deal for farmers and workers around the world.
“The IGD research underlines that the public are giving companies permission to care. But credit is also due to these leaders - from dedicated companies like Cafédirect to major players such as Sainsbury who have taken the public permission and run with it.”