Facts & Figures
Fairtrade in Australia and New Zealand
Retail sales of Fairtrade Certified products in Australia and New Zealand increased by more than 50% between 2008 and 2009 to over AU$50 million.
The number of Fairtrade licensed businesses increased to 215, a growth of 30% on 2008.
Consumer recognition of the Fairtrade Label is increasing significantly year on year and the the range of Fairtrade Certified products available in Australia and New Zealand has expanded to include coffee, tea, chocolate and cocoa products, sports balls, rice, sugar, quinoa and cotton. Three recent introductions were nuts, muffins and cakes. This growth in product range has been energised by mainstream retailers and suppliers seeing the potential of Fairtrade (Coles; Corporate Express; ALDI; Starbucks; Jamaica Blue; Jetstar; Virgin, Pacific and Polynesian Blue; Woolworths/Safeway, New World and more). Cadbury has also announced its commitment to Fairtrade, promising its market leading Cadbury Dairy Milk range of solid chocolate products would carry the Fairtrade Label by Easter 2010 in Australia and New Zealand
Coffee remains the most purchased Fairtrade product in Australia and New Zealand making up 74% of total Fairtrade retail sales. Ever increasing coffee sales were helped enormously when 170 Wild Bean Cafes switched to 100% Fairtrade Certified coffee beans across both countries in 2008.There has been significant growth of Fairtrade coffee imports from the Asia-Pacific region has more than doubled in 2008 to over 800 tonnes.
The spectacular growth in Australian tea sales during 2008 (270%) were consolidated further in 2009, with tea sales growing by a further 100% to AU$6 million in retail sales.
FLO standards were extended to cover Small Island Developing States (SIDS) in South East Asia enabling Fairtrade to expand in the region allowing our work with Fairtrade Network of Asian Producers to gain momentum (http://www.fairtradenap.net/)
The number of Fair Trade Communities grew by 185% to 94 member communities, eg: workplaces, schools, faith groups and councils. This inclusive scheme that encourages 'Fairtrade Champions' to introduce Fairtrade to their school, workplace, faith group or organisation has been hugely popular and there are now a number of networks across Australia and New Zealand of like-minded people who are actively encouraging others to get on board and support Fairtrade.
Fair Trade Association Membership grew by over 30% to 200.
Download further details of retail sales 2003-2009
Market research finds Label awareness growing in Australia & NZ
New market research completed in both Australia and New Zealand has found rising awareness levels of the Fairtrade Label amongst consumers.
In Australia, the research was conducted by the Mobium Group as part of their “Living LOHAS 3 Report”. Mobium reports a 5% increase in awareness of the Fairtrade Label (now up to almost a quarter of the population) compared to the same time last year. Amongst consumers proactively engaged in sustainable behaviours (LOHAS Leaders), recognition of the Fairtrade Label was up to almost 75%. Within the LOHAS group, Leaders (as defined by the LOHAS study – see www.lohas.com.au for details on the consumer segments) tend to have strong alignment with personal, community and planetary issues which shape their values, worldviews and decision making. Leaders are highly committed, knowledgeable and have high levels of current participation in multiple LOHAS market segments.
Mobium’s research also found 90% of adult consumers want retailers to offer eco-labelled products and over 80% of Australians want clearer and simpler information on benefits and impacts. Importantly, it also found that most Australians (almost 90%) are sceptical of eco claims made by companies, reiterating the importance of educating consumers about the real benefits labelled products do provide.
The overall LOHAS market in Australia was $15 billion in 2008, rising to $19 billion in 2009.
For more on the Mobium Group’s Living LOHAS 3 Report visit www.lohas.com.au
Global Fairtrade in 2008
The global market for Fairtrade certified products experienced significant growth in 2008 despite the onset of the global recession. Fairtrade sales grew by an impressive 22% as consumers spent an estimated 2.9 billion Euros on Fairtrade products globally.
Major growth was experienced across all main Fairtrade product categories. Global sales have doubled for Fairtrade tea (112%) and for Fairtrade cotton products (94%). As the products with the highest sales volumes, Fairtrade coffee sales increased 14% to 66,000 metric tonnes (MT) and the market for Fairtrade bananas grew by 28% to 300,000 MT.
Fairtrade sales grew by at least 50% in seven countries, including Australia and New Zealand (72%), Canada (67%), Finland (57%), Germany (50%), Norway (73%), and Sweden (75%). The largest markets for Fairtrade products continued to experience strong growth, as sales of Fairtrade certified products increased by 43% in the United Kingdom and 10% in the United States. Fairtrade products also gained popularity in a number of new markets, including in Eastern Europe, Eastern Asia, and South Africa.
In 2008, the Fairtrade Premium contributed over 12 million Euros to Fairtrade coffee farmers and over 11 million Euros to Fairtrade banana farmers alone.
As of the end of 2008, there were 746 Fairtrade certified producer organizations representing over one million individual farmers and workers. There are at least another 70,000 members of affiliated organizations that belong to Fairtrade certified producer groups that also benefit from Fairtrade, which include women’s groups and other groups not directly involved in the production of Fairtrade products, like cattle herders. Including family members, it is estimated that over five million people directly benefit from Fairtrade.
