Fair Trade Foods - UK - January 2009
Despite its meteoric growth, the Fairtrade market still remains largely niche and it is questionable whether it is likely to remain as such or whether it will reach mass-market status. This report explores whether ethical consumerism is just a marketing buzzword.
Given the current economic climate, it also looks at the depth of consumers’ ethical convictions and whether they are likely to be easily shaken when domestic spending comes under pressure. In other words, will it be a case of value not values?
Key report themes:
Is product quality an issue?
What are the main drivers behind double-digit growth?
Will the market continue to grow at the same rate in the future?
Is any confusion over what Fairtrade stands for holding back its development?
How is the Fairtrade market affected by the economic downturn?
How does Fairtrade compete with emerging ‘rival’ ethical marks?
Is Fairtrade a ‘middle class luxury’?
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