Retailers focusing heavily on organics are failing to meet the growing demand for Fairtrade products - and are losing sales as a result, it has been claimed.

A survey of 600 shoppers by juice maker Fruit Passion found 41% of shoppers made Fairtrade their top priority compared with 23% who plumped for organic first.

In general, consumers were keen to buy ethical food and drink but complained of a lack of choice, availability and information about the farmers supported.

One person in three would be happy for everything they bought to carry the Fairtrade label. And 65% of respondents would expect to pay between 10% and 30% more.