The European Market for Fairtrade Fruit & Vegetables

Organic Monitor’s report on The European Market for Fairtrade Fruit & Vegetables is the first-ever dedicated to this emerging fresh produce category. This report gives detailed market & competitive information for fairtrade bananas, fruits, and vegetables. Market forecasts and competitive insights are provided to existing suppliers, exporters, new entrants and investors.

Key Questions Answered:

Our expert analysis provides answers to the following questions…

• What is the size of the European Fairtrade Fruit & Vegetables market? What is the growth potential?
• What is the market size of the leading product segments?
• What countries have the largest markets for Fairtrade Fruit & Vegetables? Which are to show the highest growth?
• What are the factors driving / restraining market growth?
• Who are the leading fairtrade fresh produce traders / suppliers in each country?
• What companies are the leading importers and wholesalers of fairtrade products?
• Who are the leading retailers of fairtrade products in each country?
• What are the leading products in each segment? What are the product details and prices?
• What is the future growth outlook? What product segments are to show the highest growth?
• What are the business opportunities in the Fairtrade Fruit & Vegetables market?
• What recommendations can be given to new entrants, existing producers and investors?

Research Highlights:

Fairtrade fruit & vegetables sales are surging in Europe, with revenues almost doubling in 2007. High market growth rates are occurring as consumers become more ethical in their product purchases.

The highest growth is occurring in Western Europe where a number of supermarkets have made pledges to source just fairtrade products. Leading retailers are entering contractual agreements with producers in developing countries to ensure continuity of supply.

The UK market is reporting the highest growth with some supermarkets looking to switch their certain fruit lines entirely to fairtrade. British retailers have the most comprehensive range of fairtrade fruit & vegetables in the world. Apart from extensive product ranges, supermarkets like Sainsbury's are also financing fairtrade projects in third world countries. However, fairtrade products have the largest market share of fresh produce sales in Switzerland where the Max Havelaar label is highly established.

Demand for fairtrade fruit & vegetables is expected to become more evenly spread across Europe as greater supply becomes available and ethical consumerism rises. Growing awareness of fairtrade labels is predicted to stimulate consumer demand.

Research Methodology

This report on The European Market for Fairtrade Fruit & Vegetables has been predominantly produced by primary research. Interviews were conducted with leading suppliers, traders, distributors and retailers in each country. Information was also gathered from trade & industry associations, industry observers and retailer in-store visits. Secondary research was used to corroborate and verify primary data. Secondary data sources include our proprietary in-house databases, magazines & trade press, company literature and independent databases.

How You Will Benefit From This Report

Since this report provides a comprehensive analysis on the European Fairtrade Fruit & Vegetables market, it is an invaluable resource to executives / organisations looking for information. Expert analysis and strategic insights make the report equally useful to new entrants and companies already active in the fairtrade products industry.

The report gives a thorough market analysis, enabling the reader to make decisions on business opportunities and market plans. Market information includes market size by product segments and countries, historic & projected market growth rates, revenue forecasts, market drivers & restraints. Competitive information includes market shares of leading suppliers / traders, sales breakdown by channels, retailer analysis, profiles of leading companies (producers, importers and retailers). Other information includes supply chain, pricing trends, consumer trends and future outlook.

The report is useful for:

• CEOs and senior managers to assess the business potential of this emerging market and make investment decisions
• Marketing managers & executives to identify marketing opportunities, prospective customers and develop marketing / sales plans
• Business development managers to identify business opportunities, strategic partners and investment openings
• Financial institutions & investors to understand the revenue potential of this emerging industry and make investment decisions
• Advertising & marketing agencies to identify potential partners in this emerging industry and to get a better understanding of consumer behaviour to develop marketing / advertising programmes
• Information and research centre librarians to provide a one-stop information resource on this emerging industry, which is vital for marketing executives, market researchers, product & brand managers, and senior management.