Fairtrade Fortnight will take place in Australia and New Zealand from 1-16 May 2010, and the ‘Big Swap’ campaign organised by the Fairtrade Association challenges consumers to swap as many of their everyday products – coffee, tea, bananas, chocolate, even T-shirts, with Fairtrade alternatives.
The Fairtrade movement has already gained significant momentum in Australia. Research released by Fairtrade Labelling Australia and New Zealand found that sales of Fairtrade Certified products have risen by 50% between 2008 and 2009, with a 30% increase in Australian businesses now licensed to trade in Fairtrade Certified products. This has contributed to 2009 retail sales in Australia exceeding $36m, up from $23m in 2008.
However, despite growing interest in Fairtrade offerings, only a minority of Australians are routinely buying such products. Datamonitor research found that, while 62% of Australians believe it’s important to choose grocery products that support Fairtrade, only 14% are buying such products regularly (ie ‘most of the time’ or ‘all the time’, which is even lower than the global average of 23%).
“Australians are certainly taking a greater interest in Fairtrade products, but other factors such as taste and health take precedence,” says Katrina Diamonon, Datamonitor consumer markets analyst. “Still, the importance that consumers attach to choosing Fairtrade products is indicative of future market potential.”
Manufacturers are responding to growing consumer interest in Fairtrade. Earlier this year, Fairtrade Certified Cadbury Dairy Milk chocolate began to hit shelves across Australia and New Zealand, benefiting more than 45,000 farmers in Ghana by providing them with the security of fair and stable prices for their produce, and investment in community development.
“As Fairtrade establishes a mainstream presence, larger commercial brands will enter and draw a larger share of the market, and brands will have to compete for market position,” says Diamonon.
The Fairtrade movement in Australia will show considerable growth over the next few years. As awareness and availability grows, Australians will begin to incorporate more Fairtrade products into their weekly grocery shop.
“Campaigns such as the Fairtrade Foundation’s ‘Big Swap’ are important as they can overcome the ‘attitude-behaviour gap’ when it comes to Fairtrade,” says Diamonon. “By encouraging consumers to trial as opposed to convert to Fairtrade substitutes, the concept becomes a lot more accessible.”
Source: Datamonitor
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