Men driving growth of Fairtrade wine says Co-op

By Jo Gilbert

Published: 08 December, 2016

Evidence that the growing number of ethically sourced and social responsible drinks companies is in response to consumer demand for alcohol with a conscience has been backed by data from the Co-op which revealed that its sales of Fairtrade wine are up 25% YOY.

According to Co-op, almost half the nation is now actively seeking out Fairtrade products when shopping, with one in five (19%) buying Fairtrade wine as much as they can and a further third (31%) buying it at least monthly.

In general, those born in the 1960s are the most ethically-savvy with almost two thirds of the generation purchasing Fairtrade goods - but it's the 25-34 year-olds who are buying the most Fairtrade wine.

Perhaps surprisingly, men appear to be more ethically-minded, making up almost two thirds of all Fairtrade sales (72%) and purchasing more Fairtrade wine than women.

The study reveals over half (59%) of consumers are buying and have become more aware of Fairtrade products in the last five years, with two fifths (43%) purchasing Fairtrade products because they want to support farmers and producers - and one in five (18%) doing it as they feel it helps them 'do their bit'.

Buying Fairtrade comes third behind buying free-range eggs and British produce when it comes to what Brits actively look out for when trying to shop ethically.

Research shows that wine is now within the top Fairtrade products looked for, along with bananas, chocolate, sugar, tea and coffee.

Brad Hill, Fairtrade development manager at Co-op, said: "I'm not surprised that the nation is choosing to put products with a conscience in their baskets. We know our shoppers are increasingly seeking out Fairtrade and that's why almost one fifth (18%) of our own-label wine range is now Fairtrade."

Co-op, which claims to be the world's largest Fairtrade wine retailer, has for many years promoted its ethical credentials.

The one obstacle is the widely held belief that Fairtrade automatically means more expensive, which - the retailer says - is not the case.

Myths still abound around this growing category.

Around 10% think Fairtrade means that the product is also by default organic and a further one in ten think that Fairtrade wine can come from Europe and New Zealand - although the actual origins are South Africa and South America.

Fairtrade is not the only ethical movement gaining momentum with shoppers as Brits are now on the lookout for free range eggs, British products, organic products, Soil Association products, MSC fish, Red Tractor Meat.

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