Three out of four shoppers recognise the Fairtrade label - more than other leading labels - and trust in the Fairtrade label also remains high: 83 percent, or about eight in ten shoppers who recognise the label trust it.

Conducted in 13 countries with more than 12,900 individuals, the survey also found that 40 percent of shoppers regularly buy one or more Fairtrade products a month. The shoppers with the highest confirmed purchases are under the age of 35, followed by those in the 35-54-year-old group.

“It’s inspiring to see that recognition and trust in Fairtrade remain high and consumers continue to recognise the impact of Fairtrade with farmers and workers,” said Lisa Prassack, the CEO of Fairtrade International.

Prassack added that consumers remain concerned about the socio-economic issues related to the products they purchase. In fact, while many shoppers have made cutbacks in their general expenditures due to inflation, the survey found that 60 percent of them say they are still willing to pay slightly more for a product to ensure that farmers are being paid a fair price.

The Fairtrade label is a powerful symbol, according to the survey’s results. Some 72 percent of consumers say the Fairtrade label has a positive impact on the brands that carry it. The positive brand impression is strongest among 18 -34 year olds and parents. And two-thirds of the consumers who recall seeing the label agree that it helps them to identify ethical and responsible products.

Fairtrade and its work is clearly tied to social impact. In fact, the survey found that one in three consumers associate Fairtrade with social impact areas, especially workers’ rights, healthy and safe working conditions, and progress toward a higher standard of living. Some 62 percent of shoppers said they felt that by buying Fairtrade products they were part of a community standing up for fairness and justice. However, shoppers also associated Fairtrade with its environmental work, including preventing deforestation, adapting to climate change, and protecting biodiversity.

Other highlights of the GlobeScan survey include:

• Coffee is the most recognised Fairtrade product, followed by cocoa, bananas, tea, sugar, and flowers.
• Some 62 percent of consumers say they felt a connection to farmers when buying Fairtrade products.
• More than half (55 percent) of those who recognise the Fairtrade label say they are likely to recommend Fairtrade products.
• One third, or 34 percent, of consumers say removing the Fairtrade label would negatively impact their impression of a brand.  
• A total of 15 percent of shoppers said they found it hard to find products with the Fairtrade label in stores and that was a key barrier to purchase.   

Some findings show a slight decline from the previous survey in 2023, in part due to the different composition of the participating countries, but also because of the general trend of additional scrutiny from shoppers when it comes to ethical labels. In fact, price remains the highest barrier to buying Fairtrade.   

Since 2008, Fairtrade and GlobeScan have conducted the biannual survey to help understand consumers’ priorities, attitudes, and expectations, the role of certifications, and the perceptions of the Fairtrade label. This year’s survey was conducted in February and March 2025 across 13 countries including: Austria, Belgium, Brazil, Canada, Germany, Netherlands, Norway, Poland, Spain, Sweden, Switzerland, UK, and USA.

For the first time, Brazil was included in the survey that provided some insight on emerging markets. For example, 54 percent of shoppers in Brazil say they trust the label and a giant 77 percent say they are willing to pay more for ethical products. Plus, the inclusion of Norway and Sweden in this year’s survey provided an in-depth look at the Northern European market. Some 74 percent of shoppers in Norway and 89 percent of shoppers in Sweden recall seeing the Fairtrade label in the last six months showing strong consumer awareness.            

“These survey results clearly indicate that consumers care about ‘ethically sourced’ products that are created with fair labour wages and practices, safe and environmentally responsible work environments, and a sustainable supply chain,” Prassack said