Facts & Figures
Fairtrade in Australia and New Zealand
Retail sales of Fairtrade Certified products in Australia and New Zealand skyrocketed by almost 200% between 2009 and 2010 reaching almost AU$150 million.
There was an explosion in Fairtrade Certified chocolate sales with more than 1500% growth. Chocolate took over from coffee as Australia's biggest selling Fairtrade certified product. This surge came about after Cadbury and Whittakers announced their commitments to Fairtrade with the introduction of the Fairtrade Certified Cadbury Dairy Milk milk chocolate range, and large Creamy Milk blocks respectively. Meanwhile Scarborough Fair increased it's range of 100% Fairtrade chocolate products.
Coffee remains the biggest selling Fairtrade Certified product in New Zealand. In Australia tea sales grew strongly by 45%. Meanwhile the number of Fairtrade licensed businesses across both countries increased to 250 - a 15% increase on 2009.
Consumer recognition of the Fairtrade Label is increasing significantly year on year reaching 37% in Australia and 51% in New Zealand in 2010. The range of Fairtrade Certified products available in Australia and New Zealand has expanded to include coffee, tea, chocolate and cocoa products, sports balls, cotton, rice, sugar, and quinoa. Recent introductions were nuts, muffins, cakes, bananas and chocolat. This growth in product range has been supported by mainstream retailers and suppliers seeing the potential of Fairtrade such as Coles, Corporate Express, ALDI, Starbucks, Jamaica Blue, Woolworths/Safeway, New World and more.
There has been significant growth of Fairtrade coffee imports from the Asia-Pacific region of more than 1200% to over 753 tonnes in 2009.
Download Fairtrade Sales Figures and Market Developments 2010
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 in Australia grew by 94 in 2008, to 185 in 2009 - a growth of 97%. New Zealand meanwhile reported an increase of 132% from 234 Fair Trade Communities in 2008 to 545 a year later. These include: workplaces, schools, faith groups and councils. This inclusive scheme which 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 stands at 150 across Australia and New Zealand (Aug 2010).
Market research finds Label awareness growing in Australia & NZ
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 in March 2010 and showed 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 over 84%. 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.
In early 2010 Mobium’s research also found 90% of adult consumers wanted retailers to offer eco-labelled products and over 80% of Australians wanted clearer and simpler information on benefits and impacts. Importantly, it also found that most Australians (almost 90%) were sceptical of eco claims made by companies, reiterating the importance of educating consumers about the real benefits labelled products do provide.
The LOHAS market is substantial, and is growing at more than 20% annually. In Australia it is conservatively estimated to be worth $31 billion by end 2012.
For more on the Mobium Group’s Living LOHAS 3 Report visit www.lohas.com.au
In New Zealand recognition of Fairtrade has risen to 51%. The Colmar Brunton research carried out in June 2010 showed an increase in consumer awareness of 10% over the previous year. Of those surveyed, 66% were aware that Fairtrade guarantees a better deal for developing world producers (another increase of 10% on the previous year).
Global Fairtrade in 2009
Despite the global recession the worldwide market for Fairtrade Certified products continued to experience significant growth in 2009. Fairtrade sales grew by 15% as consumers spent an estimated AU$5.4 billion on Fairtrade products globally.
In 2009 as the product with the highest sales volumes, Fairtrade coffee sales increased 12% to 73,000 metric tonnes (MT) and the market for Fairtrade cocoa increased 35% to almost 14,000 metric tonnes.
It's estimated that roughly 27,000 Fairtrade Certified products are now sold in more than 70 countries. Combined, the Australian and New Zealand markets were one of the top three for growth in sales of Fairtrade products in 2009 with an increase of 58%, just behind Canada at 66% and Finland at 60%. Fairtrade products also gained new customers outside of its traditional markets. Sales grew exponentially in Eastern Europe, South Africa and many other countries in the global south.
In 2009, the Fairtrade Premium, resulting from global sales, contributed over AU$23 million to Fairtrade coffee farmers and over AU$19 million to Fairtrade banana farmers alone.
As of the end of 2009, there were 827 Fairtrade Certified producer organisations representing over one million individual farmers and workers in 60 countries. 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.
