Do the Danes still care about the third world when they shop?

Do the Danes still care about the third world when they shop?

Fair Trade is a social movement whose stated goal is to help producers in developing countries achieve better trading conditions and promote sustainable farming. The Fair Trade labeling was introduced in Denmark in 1995.

Research from Dansk Handelsblad shows that the number of products with Fair Trade labeling in Denmark reaches 1.200 products and sales have grown 17% to 868 million DKK. from 2015 to 2016.The numbers also cover categories outside the Nielsen universe like Flowers, Cotton and elements like Gold and Silver.


…within Grocery are growing quite slowly. In Nielsen data the Fair Trade sales reach 530 million DKK, but have only grown 0,7% MAT TY W3617. Last year the growth rate was +7%. The growth in percent is the highest within the Nielsen main categories Personal Care and Confectionery, but within Shelf Stable Food and Frozen Food it is declining. The highest growth in value takes place in Confectionery, Fresh Foods and Beverages.

The categories with the highest Fair Trade sales are Coffee, Fruit, Ice Cream and Chocolate Tablets followed by categories like Jam, Tea and Cereals.

Fair Trade products are mostly a city phenomenon, with almost 45% of the Fair Trade sales in the region of Copenhagen, which is about the same level as within Organic products.

17% of Danes wish that there were more products that care about society like fx. Fair Trade on the shelves, and 25% wish there were more products that care for the environment , but in fact the Fair Trade growth is stagnant and the total Fair Trade sales still account for a very small part of the total FMCG sales in Denmark. It could seem as if the Danes intend to buy more Fair Trade products in questioned behavior than in real life.

Please reach out to your Nielsen contact person if you need more information.