The Fairtrade Foundation has reported an uplift in retail sales of Fairtrade products in the United Kingdom, attributing the boost to its annual Fairtrade Fortnight flagship campaign in September.
According to data from Kantar’s Worldpanel 2024 – which consists of real data scanned in by panelists – Fairtrade sales of confectionery, hot drinks, and bananas outperformed that of total volumes compared with the two weeks prior to the campaign.
The research showed that 41 per cent more Fairtrade confectionery was sold during Fairtrade Fortnight compared to the previous two weeks, ranking higher than total confectionery sales which saw a 10 per cent uplift.
Meanwhile, retail sales volumes of Fairtrade hot drinks grew by 12 per cent compared with total hot drinks at 4 per cent.
Retail sales volumes of Fairtrade bananas increased by 2 per cent compared with total bananas -1 per cent.
The two-week publicity campaign called on the British public to “be the change and choose Fairtrade” so millions of farmers and workers across 68 countries can secure fairer prices.
Fairtrade supporters across the country organised 615 grassroots events, spreading Fairtrade’s message within their communities and urged MPs to take the Fairtrade ‘Be the Change’ pledge. More than 100 MPs pledged to support Fairtrade. Meanwhile, more than 30 business partners, including major retailers such as Co-op, Sainsbury’s and Waitrose, activated Fairtrade Fortnight online and in-store.
According to data collection network Kantar Profiles, 23 per cent of people heard about Fairtrade Fortnight 2024 (up from 12 per cent in 2023), and 97 per cent of those who heard about the campaign were able to remember at least one of the campaign messages.
Eighty-three per cent of those who heard of Fairtrade Fortnight said they went on to buy a Fairtrade product prompted by seeing the campaign (up from 74 per cent in 2023).
“We are delighted to see sales of Fairtrade products outperforming the market this Fairtrade Fortnight,” says Michael Gidney, CEO of the Fairtrade Foundation.
“This shows the unstinting support for Fairtrade from the British public even when times are tough, and it also shows how stocking a range of Fairtrade products makes good business sense. More and more people are choosing Fairtrade when they shop, recognising the importance of contributing to building better livelihoods for farmers and workers overseas who produce many of the goods on supermarket shelves.”
He adds: “Our brilliant partners and supporters are at the heart of everything we do and when they join forces, as they did this Fairtrade Fortnight, they have a huge impact. I want to thank everyone who took part for all their hard work – it matters so much, as we work together to innovate and deliver for farming communities around the world in 2025.”
Fairtrade Fortnight 2025 will run from 22 September to 5 October 2025.
