22 Feb 2008


Print	Email

Sainsbury's leads Fairtrade fresh produce market

Fairtrade

Fresh Produce

TNS Worldpanel

Related stories
Fairtrade fresh produce attracts new buyers 22 Feb 2008

Source : TNS Worldpanel
Sainsbury's outperforms its rivals in Fairtrade fresh produce with a 50% share of sales, according to a new report from TNS Worldpanel.

Its study shows Sainsbury’s enjoyed strong value growth in Fairtrade fresh produce last year, despite falling prices.

Waitrose also punches above its weight with a 16.7% share of Fairtrade produce, TNS adds.

Both supermarkets are benefiting from a growing awareness of Fairtrade produce.

TNS reports household penetration of Fairtrade produce has increased to 54% compared with 36% just a year ago.

Claire Pullinger, TNS Worldpanel market analyst, said: “This huge increase may be due to the drop in prices in the sector in the past year, which has attracted new buyers to the market.”

However, Pullinger suggests that while more consumers are buying Fairtrade fresh produce, the decision has been made for them.

Pullinger cites Sainsbury’s decision to sell only Fairtrade bananas, for example, as a factor in driving the retailer’s total Fairtrade fresh produce sales.

Email this to a friend