Making Conscious and Sustainable Choices

Fairtrade-certified products continue to gain popularity among Canadian consumers

By Maria Corina Vasquez

Even against the backdrop of the continuous spike in food costs, consumer choices today are being guided both by the sustainable food movement, despite the often higher price tag, and by social awareness of the origins of the foods they eat.

Fairtrade products, in particular, have grown increasingly more popular. According to Statista, UTZ – an organization that certifies products as sustainably farmed – reported that the global production value for sustainably produced cocoa grew from 920,000 metric tons in 2015 to around 1.3 million metric tons in 2019.

“The demand for Fairtrade products remains strong in 2024. Our sales for the first half of the year compared to the same period in 2023 show positive growth across key categories – coffee, bananas, tea and herbal tea, and chocolate bars,” says John Marron, director of commercial relations for Fairtrade Canada.

Despite this year’s flat overall coffee market, Fairtrade coffee saw a 3.2 per cent increase in sales. “Many of our major coffee roasters have reported sales growth higher than this figure. We’ve also seen new product launches from Fairtrade brands like Kicking Horse Coffee and Café William, further boosting visibility on retail shelves,” shares Marron.

Canada has solidified its position as one of the largest markets for Fairtrade coffee, becoming the third-largest buyer of Fairtrade coffee globally. The country is also emerging as a key market for fairtrade bananas.

Fairtrade bananas have grown by 26.6 per cent. According to Fairtrade Canada, one in three organic bananas across the country is now Fairtrade-certified. “Fairtrade bananas are now growing much faster than the market. Many national and regional retailers have added Fairtrade bananas to their lineups, and some are exploring the addition of other Fairtrade fruits such as avocados, mangoes, and citrus,” he says.

Meanwhile, Fairtrade tea and herbal tea has seen a 5.9 per cent growth, and Fairtrade chocolate bars an impressive 48 per cent increase. The consumer demand for high-quality, ethically sourced chocolates remains strong.

This is affirmed by large retailers like London Drugs. “The key Fairtrade product categories at London Drugs include sustainably sourced tea, coffee, and chocolate,” says Rob Felix, senior vice-president, merchandising for London Drugs.

“London Drugs is over developed in these three categories, given the size of the organization, with our market share in coffee and tea outpacing our share percentage when compared with other product categories,” continues Felix.

Consumer Trends and Behaviours

According to GlobeScan’s Healthy and Sustainable Living Report 2023, 67 per cent of consumers say they can easily find healthy products while 58 per cent say they can easily find environmentally friendly products. The report also found that sustainable purchasing trends are primarily driven by young people and those with families as people under 30 are more likely to engage in sustainable purchasing behaviours.

“Consumers are growing more conscious of their purchases and seeking responsibly sourced products. A 2023 Consumer Perceptions of Food survey found 80 per cent of Canadians say they are careful about the way they buy and prepare food to minimize food waste,” says Felix.

GlobeScan also found that certification of a product’s sustainability and ethics is crucial among consumers. 45 per cent say they have “complete” or a “large amount” of trust in ethical or environmental certification logos compared to the 29 per cent who have “complete” or a “large amount” of trust in messages of products being “natural”.

“Many Fairtrade companies are expanding their product ranges to appeal to mainstream consumers. This includes the availability of conventional Fairtrade coffee and the introduction of both conventional and organic Fairtrade bananas at retailers like Longo’s,” shares Marron.

Supporting partners producing Fairtrade-certified products allows London Drugs to deliver sustainably sourced alternatives to their customers in communities across Western Canada. A big part of the retailer’s work is looking at ways to reduce its environmental impact and also support supplier partners who are making a positive impact in their work.

“At London Drugs, our commitment to our customers includes providing innovative and rare special items from throughout the world, including items with a strong sustainability platform,” adds Felix.

Fairtrade Canada works with retailers across the country as their sustainability partner. The organization provides marketing and communications support to help retailers promote Fairtrade products both in store and on digital channels. “We also work with retailers to expand their Fairtrade offerings, identifying new product opportunities and potential vendors in both national brands and private label products,” says Marron.

Celebrating Fairtrade Month

October has been designated as Fairtrade Month. The celebration aims to raise awareness about the importance of the fairtrade movement to the global economy and promotes buying from businesses that are committed to fair trade.

Hundreds of retailers across the country participated by ordering free point-of-sale materials, promoting Fairtrade products on their social media channels, websites and newsletters, and hosting giveaways.

Over the last decade alone, Canadian sales of Fairtrade-certified products have generated US$64 million in Fairtrade Premium. “This year marks a special milestone as Fairtrade Canada turns 30. We’ve also partnered with Fairtrade America for Fairtrade Month for a second year in a row to further expand the reach of the campaign across both markets,” shares Marron.

Looking Ahead

The future looks bright for fairtrade products as both Fairtrade Canada and the retailers who support them remain hopeful for the coming year. “We are optimistic about the future of Fairtrade in Canada. Awareness of Fairtrade continues to grow — according to GlobeScan’s 2023 data, 57 per cent of Canadians now recognize the Fairtrade Mark, a 15 per cent increase from 2021,” says Marron.

As consumers increasingly want to know where their products come from, the Fairtrade Mark remains the most recognized and trusted ethical certification in the world.

“The fairtrade market will continue to grow at London Drugs as this is a key pillar for our strategic plan moving forward. We will be travelling more frequently to ensure that we find the highest quality and most unique brands available to surprise and delight our customers,” states Felix.

Felix also adds, “Purchasing a Fairtrade product has a multi-faceted benefit for the environment, the producer, the retailer, the consumer, and the end user. We encourage consumers to consider Fairtrade products and how it may suit their lifestyle.”

As for Fairtrade Canada, they will continue to support brands and retailers to help reach their sustainability goals. “We encourage retailers to highlight their Fairtrade offerings in-store. Our research shows that point-of-sale materials and effective marketing communication are key drivers of consumer awareness and sales,” closes Marron.