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Fairtrade FoodsPublished by: Leatherhead Food International Published: Dec. 8, 2003 - 176 Pages Table of ContentsLIST OF TABLES LIST OF FIGURES 1. INTRODUCTION 1.1 Research Objectives 1.2 Definitions 1.3 Research Method 1.4 Information Provided 1.5 Currency Conversions 2. BACKGROUND 2.1 What is Fairtrade? 2.2 FLO International and the Fairtrade Standards 2.3 National Initiatives 2.4 Product Range 2.5 Fairtrade Towns and Cities 3. EXECUTIVE SUMMARY 3.1 Market Situation 3.2 Suppliers and Brands 3.3 Retailing, Pricing and Positioning 3.4 Consumer Uptake and Attitudes 3.5 The Ethical Environment 3.6 Future Prospects and Directions 4. INTERNATIONAL OVERVIEW 4.1 Market Situation 4.1.1 Coffee 4.1.2 Tea 4.1.3 Cocoa and chocolate 4.1.4 Fresh fruit 4.1.5 Fruit juices 4.1.6 Sugar 4.1.7 Honey 4.1.8 Rice 4.1.9 Others 4.2 Suppliers and Brands 4.2.1 Background 4.2.2 Key suppliers 4.3 Retailing, Pricing and Positioning 4.3.1 Retail structure and issues 4.3.2 Pricing and positioning 4.4 Consumer Uptake and Attitudes 4.5 The Ethical Environment 4.5.1 Organics 4.5.2 Other ethical issues 4.6 Future Prospects and Directions 4.6.1 Market forecasts 4.6.2 Future directions 5. COUNTRY PROFILES 5.1 Austria 5.1.1 Market size and trends 5.1.2 Suppliers and brands 5.1.3 Retailing, pricing and positioning 5.1.4 Consumer uptake and attitudes 5.2 Belgium 5.2.1 Market size and trends1 5.2.2 Suppliers and brands 5.2.3 Retailing, pricing and positioning 5.2.4 Consumer uptake and attitudes 5.3 Canada 5.3.1 Market size and trends 5.3.2 Suppliers and brands 5.4 Denmark 5.4.1 Market size and trends 5.4.2 Suppliers and brands 5.5 Finland 5.5.1 Market size and trends 5.5.2 Suppliers and brands 5.6 France 5.6.1 Market size and trends 5.6.2 Suppliers and brands 5.6.3 Retailing, pricing and positioning 5.6.4 Consumer uptake and attitudes 5.7 Germany 5.7.1 Market size and trends 5.7.2 Suppliers and brands 5.7.3 Retailing, pricing and positioning 5.7.4 Consumer uptake and attitudes 5.8 Ireland 5.8.1 Market size and trends 5.8.2 Suppliers and brands 5.9 Italy 5.9.1 Market size and trends 5.9.2 Suppliers and brands 5.9.3 Retailing, pricing and positioning 5.10 Japan 5.10.1 Market size and trends 5.11 Luxembourg 5.11.1 Market size and trends 5.11.2 Suppliers and brands17 5.11.3 Consumer uptake and attitudes 5.12 Netherlands 5.12.1 Market size and trends 5.12.2 Suppliers and brands 5.12.3 Retailing, pricing and positioning 5.12.4 Consumer uptake and attitudes 5.13 Norway 5.13.1 Market size and trends 5.13.2 Suppliers and brands 5.14 Sweden 5.14.1 Market size and trends 5.14.2 Suppliers and brands 5.14.3 Retailing, pricing and positioning 5.14.4 Consumer uptake and attitudes 5.15 Switzerland 5.15.1 Market size and trends 5.15.2 Suppliers and brands 5.15.3 Retailing, pricing and positioning 5.15.4 Consumer uptake and attitudes 5.16 UK 5.16.1 Market size and trends 5.16.2 Suppliers and brands 5.16.3 Retailing, pricing and positioning 5.16.4 Consumer uptake and attitudes 5.17 US 5.17.1 Market size and trends 5.17.2 Suppliers and brands 5.17.3 Retailing, pricing and positioning APPENDIX 1: Useful Web Addresses APPENDIX 2: Contact Details for Fairtrade Initiatives LIST OF TABLES Table 2.I What Fairtrade Constitutes for its Partners Table 2.II National Fairtrade Initiatives Table 2.III Main Official Fairtrade Food and Drink Products Available Table 2.IV Fairtrade Products Available by Country, 2003 Table 4.I World Fairtrade Food and Drinks Sales by Volume, 1997-2003 Table 4.II World Fairtrade Food and Drinks Market by Type, 2000-2002 Table 4.III World Fairtrade Coffee Sales by Volume, 1998-2003 Table 4.IV World Market for Fairtrade Coffee by Country, 1998-02 Table 4.V World Fairtrade Cocoa Sales by Volume, 1998-2003 Table 4.VI World Fairtrade Banana Sales by Volume, 1998-2003 Table 4.VII World Fairtrade Fruit Juice Sales by Volume, 1998-2003 Table 4.VIII World Fairtrade Sugar Sales by Volume, 1998-2003 Table 4.IX World Fairtrade Honey Sales by Volume, 1998-2003 Table 4.X Major Specialist Fairtrade Suppliers Around the World, 2003 Table 4.XI Major Non-Specialist Fairtrade Suppliers Around the World, 2003 Table 4.XII Selected Supermarket Chains Offering Own-label Fairtrade Products, 2003 Table 4.XIII Average Price Premiums Charged for Fairtrade Foods, 2003 Table 4.XIV Average Prices Charged for Fairtrade Foods, 2003 Table 4.XV Levels of Consumer Awareness of Fairtrade Foods Around the World Table 4.XVI Global Organic Foods Market, 1999-2005 Table 5.I Austrian Fairtrade Coffee Market by Volume, 1997-2003 Table 5.II Belgian Fairtrade Coffee Market by Volume, 1997-2003 Table 5.III Belgian Fairtrade Bananas Market by Volume, 1997-2003 Table 5.IV Canadian Fairtrade Coffee Market by Volume, 1999-2003 Table 5.V Danish Fairtrade Coffee Market by Volume, 1997-2003 Table 5.VI Danish Fairtrade Bananas Market by Volume, 1997-2003 Table 5.VII Finnish Fairtrade Coffee Market by Volume, 2000-2003 Table 5.VIII French Market for Fairtrade Products by Value, 2000-03 Table 5.IX Volume Sales of Max Havelaar Foods in France, 2001-02 Table 5.X French Max Havelaar Coffee Market by Volume, 1997-2003 Table 5.XI Prices for Selected Coffee and Tea Brands in France, July 2003 Table 5.XII Prices for Selected Cocoa and Chocolate Brands in France, July 2003 Table 5.XIII Prices for Selected Orange Juice Brands in France, July 2003 Table 5.XIV Prices for Selected Sugar Brands in France, July 2003 Table 5.XV Prices for Selected Rice Brands in France, July 2003 Table 5.XVI German Fairtrade Coffee Market by Volume, 1997-2003 Table 5.XVII German Fairtrade Bananas Market by Volume, 1998-2001 Table 5.XVIII Prices for Selected Coffee and Tea Brands in Germany, July 2003 Table 5.XIX Prices for Selected Cocoa, Chocolate and Sweets Brands in Germany, July 2003 Table 5.XX Prices for Selected Fruit Juice Brands in Germany, July 2003 Table 5.XXI Prices for Selected Honey Brands in Germany, July 2003 Table 5.XXII Italian Fairtrade Coffee Market by Volume, 1997-2003 Table 5.XXIII Dutch Fairtrade Coffee Market by Volume, 1997-2003 Table 5.XXIV Dutch Fairtrade Bananas Market by Volume, 1997-2003 Table 5.XXV Norwegian Fairtrade Coffee Market by Volume, 1998-2003 Table 5.XXVI Swedish Fairtrade Coffee Market by Volume, 1998-2003 Table 5.XXVII Swedish Fairtrade Bananas Market by Volume, 1998-2001 Table 5.XXVIII Swiss Fairtrade Coffee Market by Volume, 1997-2003 Table 5.XXIX Swiss Fairtrade Bananas Market by Volume, 1997-2003 Table 5.XXX Own-label Fairtrade Products Sold by Migros in Switzerland Table 5.XXXI Own-label Fairtrade Products Sold by Coop in Switzerland Table 5.XXXII Own-label Fairtrade Products Sold by claro in Switzerland Table 5.XXXIII Indication of Fairtrade Pricing in Switzerland, 2002 Table 5.XXXIV UK Fairtrade Food and Drinks Market, 1998-2003e Table 5.XXXV UK Fairtrade Coffee Market by Volume, 1997-2003 Table 5.XXXVI UK Fairtrade Bananas Market by Volume, 2000-2003 Table 5.XXXVII Prices for Selected Coffee Brands in the UK, July 2003 Table 5.XXXVIII Prices for Selected Tea Brands in the UK, July 2003 Table 5.XXXIX Prices for Selected Chocolate Brands1 in the UK, July 20036 Table 5.XL Prices for Selected Banana Products1 in the UK, July 20037 Table 5.XLI Prices for Selected Fruit Juice Brands1 in the UK, July 2003 Table 5.XLII Prices for Selected Cereal Bars Brands1 in the UK, July 2003 Table 5.XLIII UK Consumer Penetration of Fairtrade Foods by Type and by Demographic Group Table 5.XLIV UK Levels of Frequent Purchase of Fairtrade Foods by Type and by Demographic Group Table 5.XLV Reasons UK Consumers Do Not Buy Fairtrade Foods Table 5.XLVI UK Consumer Interest in Fairtrade Versions of Other Foods Table 5.XLVII US Fairtrade Coffee Market by Volume, 1999-2003 LIST OF FIGURES Figure 1 New Fairtrade Logos Using Fairtrade, Max Havelaar and TransFair Branding Figure 2 World Fairtrade Food and Drinks Sales by Volume, 1997-2007 Figure 3 World Organic Foods Market by Value, late-1980s to 2003 Figure 4 World Fairtrade Foods Market by Type, 2002 Figure 5 World Fairtrade Coffee Market by Country, 2002 Figure 6 World Fairtrade Tea Market by Country, 2002 Figure 7 World Fairtrade Cocoa/Chocolate Market by Country, 2002 Figure 8 World Fairtrade Bananas Market by Country, 2002 Figure 9 World Fairtrade Sugar Market by Country, 2002 Figure 10 World Fairtrade Honey Market by Country, 2002 Figure 11 UK Consumer Awareness of Fairtrade Food and Drinks1 AbstractMuch press attention has been paid of late to the subject of fairtrade food and drinks. These products, which ensure that a fair price is paid to farmers and producers in the developing world, are increasingly finding favour among today’s more sophisticated and informed consumers, and some analysts are suggesting that they could be the ‘new organics’. If this is indeed the case, the market holds enormous potential for future expansion, with organic foods having risen from around USD0.4bn in the late 1980s to levels estimated at USD25bn in 2003.Consumer awareness is a particularly crucial issue for a market at such an early stage of its life cycle and there are constant efforts to inform consumers about fair trading. One factor that has helped considerably in recent years is the growing interest of the supermarkets in this sector. The major retailers are becoming increasingly important in fairtrade retailing and several chains around Europe now offer own-label ranges.Although it is perhaps unlikely that fairtrade will emulate the success of organic foods to the same scale, confidence for the future of this market is high and, with growing consumer interest in ethical issues, strong growth is expected to continue. Significantly, sales of fairtrade food and drinks worldwide are currently valued at around EUR300-400m a year, a similar level to the organics market in the late 1980s when it really began to attract consumer interest. If fairtrade foods could attract the same levels of interest as organics have generated in the 1990s and early 2000s, it could reach levels of USD20-25bn by 2020.Get Full Details About This Report >> |
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