US: Fairtrade Recognition at All-Time High

02 Mar 2017 --- New data shows that US consumer now recognition of the Fair Trade Certified seal, jumped from 59 percent to 67 percent in 2016; an eight percentage point (or fourteen percent) increase over 2015. The findings are from Fair Trade USA, the leading third-party certifier of Fair Trade products in North America, and the Natural Marketing Institute (NMI), an international consulting and research firm specializing in health and sustainability.

This growth is supported by new findings on consumer preferences – particularly around ethical products – and the wide array of Fair Trade products hitting store shelves across a broader array of categories.

In addition to the spike in general awareness, the joint research underscores shoppers’ growing demand for products that align with their values as 64% of the general population are more likely to buy products from companies that support causes they believe in - up from 61% last year. 

Millennials are especially likely to look for the Fair Trade Certified seal for proof of social claims: 73% recognize the seal, and 53% are more likely to purchase Fair Trade Certified products.

“More than ever before, consumers want accountability, responsibility and sustainability from the companies they buy from,” said MaryEllen Molyneaux, President of NMI. “By looking for the Fair Trade Certified™ seal on products from more than 1,000 companies, people can turn their everyday purchases into a profound force for good. Every dollar is a vote for the world we want to live in.”

There were 963 new CPG products launched in 2016, compared to 550 in 2015. 

Meanwhile, new products launching this year, include:

Sweets and Treats:  Wholesome! launches Fair Trade Certified DelishFish candy made with organic, clean ingredients.  Alter Eco expands offerings to three new bars:  Dark Salted Almonds, Dark Salt & Malt and Dark Super Blackout 90%; as well as one new truffle: Dark Mint.  Free2b Foods launches three new Snack Breaks snacking chocolates.  Guittard Chocolate Company now sources Fair Trade Certified cocoa for its 63% baking chip. Chuao Chocolatier expands offerings with over 35 new products and will source Fair Trade Certified cocoa for their entire line of products. Sheila G’s Brownie Brittle expands offerings to their Thindulgent Dark Chocolate Bark Trail Mix.

Drinkables: Numi Organic Tea collaborates with Smucker Natural Foods to launch a new premium line of Numi Organic RTDs, featuring Fair Trade tea and cane sugar: Aged Earl Grey, Black Lemon, Hibiscus Red, Jasmine Green and Classic Mint. Numi Organic Tea is also launching a new line of Holistic herbal teasans in bagged tea form that feature Fair Trade Certified herbs and flowers such as guayusa, hibiscus, and rooibos. Available in six flavors: Embrace, Vision, Presence, Balance, Purpose, and Gratitude.

Unique and Noteworthy: I Heart Keenwah expands offerings with a new line of Toasted Quinoa Hot Cereal, made with Fair Trade Certified quinoa. Spectrum expands Fair Trade Certified chia offerings to three new supplements: Organic Ground Chia, Warrior Vitality Blend and Decadent Blend; and launches Organic All Vegetable Shortening, the first product made with Fair Trade Certified palm oil.