Demand for organic and Fairtrade fresh produce in Europe has soared as ethical consumerism rises, new research has indicated.

EU sales of Fairtrade produce leapt by 92% from €297m to €569m last year, according to Organic Monitor. The concept has grown in the UK with Sainsbury's and Waitrose switching to 100%-Fairtrade bananas.

Switzerland leads the way with 10% of produce sold being either Fairtrade or organic, while in the UK, Germany and Finland the figure is more than 5%.

However, supply-demand imbalances could hamper growth unless the number of growers increased, the report warned.