Consumer Support for Fairtrade Products Remains Strong Despite Global Cost of Living Crisis

“It is encouraging that shoppers are staying committed to sustainability values even during hard times, to support farmers and workers getting a fair income.”

In a recent Fairtrade consumer research report conducted by GlobeScan, it has been revealed that consumers are steadfast in their support for Fairtrade, considering it the most visible and trusted ethical label. Despite the global cost of living crisis and rising food prices, an impressive 56 percent of shoppers expressed their willingness to pay more for Fairtrade products. These findings underscore consumers’ continued commitment to sustainability values and their desire to support small-scale farmers and workers in receiving fair incomes.

Consumer Loyalty and Ethical Considerations:

The study involved 11,217 participants from various countries, including Australia, Austria, Canada, Germany, Netherlands, New Zealand, Poland, Spain, Switzerland, the United Kingdom, and the United States. A separate survey conducted in India earlier in 2022 also provided valuable insights. Surprisingly, despite recent indications of a decline in consumers’ preference for purposeful brands, more people reported regularly purchasing Fairtrade products compared to the previous survey in 2021.

The Impact of the Global Cost of Living Crisis:

While consumers face concerns over rising food prices, it is important to note that small-scale farmers also grapple with skyrocketing costs of fuel, transport, and fertilizers. These circumstances put their livelihoods at further risk. However, the Fairtrade report suggests that many consumers prioritize ethical considerations even during challenging times. The study reveals their dedication to supporting farmers and workers, affirming their commitment to sustainability values.

Fairtrade’s Visibility and Trust:

Fairtrade continues to hold the position as the most visible and trusted ethical label on a global scale. Consumers expressed a preference for buying Fairtrade products over other labels. In fact, a substantial 79 percent of respondents stated that they had a positive impression of a brand when the Fairtrade label was present. This indicates that consumers perceive added value in brands that carry the Fairtrade label, recognizing their commitment to fair trade practices.

A Message of Sustainability and Fairness:

The research findings highlight a clear message: consumers are seeking fair and sustainable options and see no shortcuts to a more sustainable future. Despite the challenges faced by farmers and agricultural workers, as well as the uncertainties experienced by consumers worldwide, shoppers still prioritize ethical and sustainable choices. By continuing to choose Fairtrade products, consumers contribute to a more equitable and just global supply chain.

The Fairtrade consumer research report reveals the unwavering support of consumers for Fairtrade products, even amidst the global cost of living crisis. Consumers are willing to pay more for Fairtrade goods, recognizing the importance of supporting small-scale farmers and workers. Fairtrade remains the most visible and trusted ethical label globally, with the majority of consumers preferring to buy Fairtrade products over other labels. This report sends a resounding message that consumers value fairness and sustainability and see them as crucial components of a better future.

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