Fairtrade: US consumers prioritise supply chain transparency

The world's most recognised label for social justice and sustainability, Fairtrade America, shared that recognition for the mark has more than doubled in the last four years – marking monumental progress.

According to the 2023 Fairtrade America Consumer Insights, 61% of American consumers now recognise the Fairtrade Mark, an increase of 20% from 2021.

The online study – which surveyed 2,000 American consumers and 11,000 from across 12 countries – disclosed that four in five consumers are willing to pay more for ethical and sustainability-sourced products, despite the cost of living crisis. Additionally, these findings demonstrate that shoppers are prioritising transparency amongst supply chains.

"Shoppers in the US are driving change with their purchasing power," said Amanda Archila, executive director of Fairtrade America. "We are energised by these results and remain focused on increasing the US market for Fairtrade-certified products by meeting consumers where they are in their sustainable shopping journey and building strength with farming communities around the world. 

Consumers demonstrate a growing trust in the Fairtrade mark

As trust in the Fairtrade label has steadily grown, 85% of US shoppers believe that featuring the label positively influences their perception of a brand. 

In fact, two out of every three shoppers familiar with Fairtrade prefer retailers that stock certified products and globally, the Fairtrade mark remains the world's most recognised ethical label, with 71% of shoppers having encountered it. 

Among Fairtrade-certified products, coffee takes the lead with 48% recognition, and consumers are willing to pay up to 35% more for a bag of Fairtrade-certified coffee. Fairtrade chocolate closely follows with 43% visibility, and shoppers are ready to pay a premium of up to 55% for a Fairtrade-certified chocolate bar.

“We firmly believe that businesses can grow responsibly while ensuring that farmers and workers who grow our favourite foods including cocoa, coffee and bananas get a fairer deal,” Archila, adds. “And it's clear that consumers are demanding the same.”

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