The latest Consumer Insights study from Empathy Research has found that almost 1 in 6 Irish consumers (15%) regularly seek out fair trade products when shopping.
This figure is predominantly driven by those without children (17%) and less likely among those with children (12%). Meanwhile, 2 in 5 Irish consumers (41%) say they ‘never’ or ‘rarely’ seek out fair trade products when shopping. This was most prevalent among males (45% vs 38% females) and those with children (44% vs. 40% no children).
Breaking this down by age, approximately a fifth of 18-24 year olds and 55+ year olds(20% and 21% respectively) cited they regularly seek out fair trade products when shopping. This is noticeably higher compared to only 10% of 25-34 year olds, 12% of 35-44 year olds and 14% of 45-54 year olds.
Dubliners are significantly more likely to actively seek out fair trade products than any other region, with 1 in 5 consumers living in Dublin citing they seek out fair trade products when shopping. This is significantly higher than all the other regions; Munster (14%), Rest of Leinster (13%) and Connacht/Ulster (13%).
Coffee is the most sought out fair trade product with almost two-thirds(63%) of those surveyed claiming they seek it out. This was predominantly driven by those aged over 45 with 70% of 45-54 year olds and 66% of 55+ year olds citing they seek out fair trade coffee products compared to those aged under 45; 18-24 years (53%), 25-34 years (61%) and 35-44 years (58%).
Tea (45%), chocolate (41%) and fruit (36%) were among the other popular fair trade products sought out by Irish consumers. Interestingly, fair trade chocolate is significantly more likely to be sought out by females (45% vs. 36% males) and those aged 18-24 years (57%).
Almost three quarters of Irish consumers (71%) believe they would recognise most fair trade logos on product packaging. Interestingly, this was highest amongst 18-24 year olds with 87% citing they would recognise most fair trade logos.
A similar number of Irish consumers (77%) also think they have a good understanding of what fair trade means. Looking at this by age, 18-24 year olds appear to have the highest awareness levels of fair trade with 85% citing they understand what fair trade means. This is noticeably higher than all the other age groups; 25-34 years (78%), 35-44 years (74%), 45-54 years (71%) and 55+ years (76%).
© 2015 - Checkout Magazine by Niall Swan
