A new study by food and grocery industry analyst IGD has revealed that shoppers in the UK continue to consider Fairtrade products as important through the economic downturn, with over half (52 per cent) of those interviewed saying that the pay and conditions of workers producing groceries was an important purchasing consideration.

IGD found that 54 per cent of consumers asked wanted to find out more about pay and conditions of food producers in poorer countries, with a further 19 per cent wanting more information to be made available for others to scrutinise.

Furthermore, the research revealed that 59 per cent of shoppers claimed to be active supporters of Fairtrade, with 9 per cent claiming to specifically choose stores with a wide range of Fairtrade products.

'Interest in social responsibility is still gaining momentum,' said Joanne Denney-Finch, chief executive at IGD. 'The recession is prompting shoppers to seek out the best value, but not by abandoning their values. Today's technologies and instant news reports help to close the gap between consumers and producers around the world, heightening awareness and compassion.

'The resilience of the trend, even throughout a recession, sends out a strong message,' she added. 'Ethical sourcing is growing increasingly important for shoppers. That's why it is fast becoming a new competitive frontier for food retailers and brand owners.'

According to the Fairtrade Foundation, UK Fairtrade sales grew by 43 per cent to hit £712.6m (€820m) in 2008, and continue to grow this year.

'In the current global economic climate, farmers need Fairtrade more than ever, said Harriet Lamb, executive director of the Fairtrade Foundation. 'So it is reassuring that the IGD research shows consumers are still wholeheartedly backing a better deal for farmers and workers around the world, enabling them to survive this crisis and continue investing in stronger businesses and a better life for their communities.

'In tough times, people go back to their core values, people care about other people and Fairtrade gives them the chance to put their values into everyday action whenever they go shopping,' Ms Lamb added.

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