Fairtrade Slowdown But Long-term Potential Remains

In line with BMI's core short-term industry view that premiumisation will be put on hold until the impact of global economic uncertainty wears off, sales growth of Fairtrade products in the world's largest Fairtrade market, the UK, slowed markedly in 2009. Considered premium in that shoppers are willing to pay more for such items, even if the added value to themselves is purely philanthropic, UK sales of Fairtrade-certified products grew by just 12% to GBP799mn (US$1,202mn) as consumers prioritised price over aspirational and ethical ideals. However, with major multinationals increasingly embracing the concept, the sales slowdown should be viewed as

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