Coffee Is 'Most Sought After' Fair Trade Product

By Publications Checkout
Coffee Is 'Most Sought After' Fair Trade Product

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%).

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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

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