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CONSUMER AWARENESS
source: www.worldshops.org
www.europeansrc.be/
Juin_2003/act16.asp
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In general terms, there is a greater awareness and experience of fair trade products in the northern and central EU15 Member States, whereas the concept is very little known in the Mediterranean Member States:
- In 1997, only 13% of French, Greek or Portuguese citizens had ever heard of the concept of fair trade, and only 3-4% had ever purchased any fair trade goods.
In contrast, the highest figures were recorded in Northern Europe:- In a 2002 survey, 90% of the Belgian consumers interviewed declared to have bought at least one fair trade food product during the year preceding the survey and 16 % a craft product.
- In 1997, 86% of Dutch consumers were aware of fair trade goods, and 47% had bought them.
- In 2001, 43% of Danish consumers knew the fair trade label and 1 out of 4 interviewed had bought a fair trade product during the 6 months preceding the survey.
- In 2004, a poll revealed that 39% of the UK population recognises the ‘Fairtrade Mark’. Recognition was around 20% in 2002 and 25% in 2003.
In terms of per head annual spending, the ‘top European consumers’ in 2003 were the Swiss with €10.16/head followed by the Dutch with €2.16/head.
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