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Consumer survey 2018

More and more consumers are buying fair

In a 2018 consumer study on fair trade in Germany, more than two-thirds of those surveyed reported buying fairly traded products.  The percentage of such consumers increased by more than 50% between 2009 (44%) and 2018 (69%).  The percentage of consumers who purchase such products regularly (at least once a month) grew even faster between 2009 (9%) and 2018 (23%).

Most purchasers of fair products are between 40 and 49 years old (79%).  Women (74%) buy fair products more often than men (63%).  Generally, higher-income consumers purchase more fair trade products.  Purchasers in the lowest income group (household net income less than 1,000 Euros monthly) had the smallest percentage of fair purchasers (57%) while the highest income group (above 2,500 Euros) had the largest share of fair purchasers (76%).  

Consumers in Germany mostly purchase fairly traded products in supermarkets (73%) and in discount stores (64%).  As in previous years, avoiding child labor (72%) was the most commonly named reason for buying fairly traded products.  Nevertheless, environmentally friendly production and organic quality (44% in 2018) has become more important for German consumers.

High approval for the Forum Fairer Handel's political demands

Respondents largely agreed with Forum Fairer Handel's political demands.  The most commonly agreed to demand was more climate justice: the statement "to achieve more climate justice, the main contributors to climatic change must support so-called developing countries in adjusting to the results of climatic change" was agreed to by 87% of respondents.  Approximately the same percentage of respondents (86%) support limitations to the market power of large retail corporations.  These are followed by the demand for legally-required human rights due diligence (85% agreement), fair public procurement (84%), and tax discounts for fair products (81%).

About the 2018 consumer survey

The consumer survey on fair trade was conducted as a computer-aided personal interview by Ipsos Operations GmbH, Mölln, in the course of an omnibus survey.  The group to be surveyed comprised the German-speaking population in Germany in private homes aged fourteen years and older.  From this universe, a representative, stratified random sample was selected.  A total of 2,063 interviews were conducted between April 16, 2018 and May 30, 2018.  Due to rounding, totals may not equal 100%.

The data was evaluated by the Center for Evaluation (CEval).

The translation of the original german web site is the exclusive responsibility of Forum Fairer Handel e.V., the positions presented do not reflect the attitude of the European Union.

Sponsored by the European Union 

Contact person

Foto Katrin Frank
Katrin Frank
Tel. 030 / 280 45 259

Executive summary