The TNS CAPI OmniBus findings also show understanding of the concept behind the Mark has increased, with 64 per cent of the population linking it to a better deal for producers in the developing world. The research shows it is also influencing everyday purchases throughout the country, with one in four of the UK's shoppers now regularly buying several products carrying the Fairtrade Mark.

"These results show that the balance of public opinion is tipping in favour of fairtrade where fairtrade is seen as an integral part of a sustainable global future," says Harriet Lamb, Executive Director of the Fairtrade Foundation. "More and more UK shoppers see fairtrade as a simple, highly effective way to enable producers in the developing world to work their way out of poverty with dignity, receiving a decent return for their great produce and hard work.

"The challenge is now set for UK business to make more fairtrade products available. There have been significant commercial developments in recent years - which have no doubt contributed to the visibility of the Mark and therefore the awareness reflected in this research - but there is a long way to go as producers in the developing world line up to be able to supply the UK fairtrade market and UK consumers show their willingness to buy fairtrade goods as they become available across sectors."

Coffee remains the most widely known fairtrade product, followed by significant increases in awareness of Fairtrade tea, chocolate and bananas. Demand for fairtrade products has already significantly increased across all sectors in 2008. In particular, the public's appetite for them in schools, colleges and universities has nearly tripled from 10 per cent to 29 per cent, and in workplaces has more than doubled from 9 per cent to 21 per cent.

http://www.fairtrade.org.uk/

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