Looking after Number 1 (and chickens): ‘Fairtrade’ less important to UK consumers than health and even animal welfare product claims

Thirty percent more UK shoppers look for health claims than ethical ones; ‘Free range’ is twice as looked for as Fairtrade; However, almost 90 percent recognise the Fairtrade logo.When UK consumers shop for food, there is a clear hierarchy of appealing product claims, according to food and drink research specialists, MMR Research Worldwide. First, they seek products that promise to benefit themselves, then animal welfare and their local area, and then those that address the plights of the rest of the world. As the Fairtrade movement seeks to raise awareness of its efforts to tackle poverty