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Sam Briggs

on 12 July 2011

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Transcript of Fairtrade

NICHE MARKET People Age Income Products Countries 'The myth of Fairtrade being a niche market for the affluent' 'It’s brilliant that Fairtrade is now so popular, but young people don’t want to stop with tea and coffee. We want workers in the clothing industry to also be treated fairly. Students are demanding that their uniforms are made ethically and now it’s up to clothing suppliers to respond to this demand in the same way as the hot drinks industry has.' Matt McMullen People and Planet The Fairtrade Foundation is particularly pleased that the FAIRTRADE Mark is now reaching younger and more diverse audiences. The highest recognition of the FAIRTRADE Mark is now among the 25-34 age group (a 19 point increase to 55%). People in this group are now just as likely as older age groups to buy Fairtrade products regularly. Fairtrade Most likely to buy Fairtrade
Generally tend to be women
Well travelled/educated/cultured Handmade Expressions The Elderly The Middle-Aged Young People References Age http://www.fairtrade.org.uk/press_office/press_releases_and_statements/archive_2005/june_2005_2/awareness_of_the_fairtrade_mark_rockets_to_50.aspx
http://www.handmadeexpressions.net/pages/tips-to-sell-fair-trade-products-effectively First introduced in the Netherlands.
Now there are 21 countries that sell Fairtrade products.
'Fairtrade gained new customers outside of its traditional markets. Sales grew exponentially in Eastern Europe, South Africa, and many countries in the global south. Shoppers in established Fairtrade markets also bought more. The largest Fairtrade markets had strong growth: 12% in the UK and 7% in the USA. In Australia/ New Zealand, consumers increased their Fairtrade shopping by more than half (58%).' "Fairtrade is awesome. In New Zealand it's very hard to buy Fairtrade though! Shops need to get behind Fairtrade here and sell FT products." Andre, 14, New Zealand Countries http://www.fairtrade.org.uk/what_is_fairtrade/history.aspx
http://news.bbc.co.uk/cbbcnews/hi/newsid_7920000/newsid_7923500/7923521.stm Conclusion 'a specialized and profitable part of a commercial market; a narrowly targeted market' To what extent is Fairtrade a niche market? A limited range of products could result in a niche market. Income • http://www.google.com/publicdata?ds=wb-wdi&met_y=ny_gdp_mktp_cd&idim=country:USA&dl=en&hl=en&q=gdp+usa#ctype=l&strail=false&nselm=h&met_y=ny_gdp_mktp_cd&scale_y=lin&ind_y=false&rdim=country&idim=country:USA:NLD:GBR:BEL&hl=en&dl=en
• http://www.dailymail.co.uk/news/article-1361408/Britain-No-1-Fairtrade-buyers-sales-rise-40-1-1billion-year-despite-recession.html
• http://www.fairtrade.org.uk/what_is_fairtrade/history.aspx Products • http://www.fairtrade.org.uk/press_office/press_releases_and_statements/feb_2008/fairtrade_fortnight_launch.aspx
• The Fairtrade Everyday Cookbook – consultant editor Sophie Grigson
Full transcript