Focus On Fairtrade
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Focus On Fairtrade
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Affordable Fairtrade is thriving, but pricier fare such as alcohol is plateauing in what could be a make or break year for the category
It’s fair to say that it has not been a great year for Fairtrade. Category sales have risen 10% to £576.2m and volume is up 6.3%, which might seem more than respectable in a downturn.
But set against previous year’s meteoric rises of 46.1% and 14.4% respectively, the figures look less spectacular - especially when you consider the continued endorsement by mass market brands such as Maltesers, which Mars announced in September would be Fairtrade-accredited by this summer.
Opinion is divided as to whether commodity-driven price hikes have finally started to bite and 2012 will be the year the category plateaus - an issue likely to be hotly debated during Fairtrade Fortnight, which kicks off on 27 February.
What is clear, though, is that while consumers have not tossed aside their ethics - indeed, a survey by Fairtrade International in the autumn found UK consumer awareness had hit an all-time high at 96% - they do expect Fairtrade goods to be fairly priced. And this does not bode well for premium sub-categories such as alcohol.
