Josie Clarke

ONE-quarter of UK consumers now regularly buy Fairtrade products, according to research out today.

A survey for the Fairtrade Foundation found 70% of the population recognised the Fairtrade mark on products, up from 57% last year.

The poll, to coincide with World Fair Trade Day today, found 64% of consumers linked the Fairtrade concept to fairer deals for producers in the developing world.

It found just under one-quarter of consumers (24%) regularly bought several Fairtrade products.

Recognition of the brand was highest among 35 to 44-year-olds (76%) and fastest growing among 25 to 34-year-olds. Coffee remained the most widely known Fairtrade product, followed by tea, chocolate and bananas.

Harriet Lamb, Fairtrade Foundation executive director, said: "This shows the balance of public opinion is tipping in favour of Fairtrade, where it is seen as an integral part of a sustainable global future.

"More and more UK shoppers see Fairtrade as a simple, highly effective way to enable producers in the developing world to work their way out of poverty with dignity."

Sales of Fairtrade products increased to £493m in 2007, up 72% from 2006.

TNS CAPI OmniBus interviewed 2082 adults in March.