Some 70% of the UK population now recognise the Fairtrade Mark, up from 57% last year, according to research commissioned by the Fairtrade Foundation.  

The survey, conducted by TNS CAPI OmniBus, also showed more UK consumers understood the concept behind the Mark, with 64% of the population linking it to a better deal for producers in the developing world.

“This means the message of Fairtrade is getting through,” the Fairtrade Foundation said in a statement.

The research also found that one in four UK consumers now regularly buy Fairtrade goods.

“This research shows that the balance of public opinion is tipping in favour of Fairtrade where fairtrade is seen as an integral part of a sustainable global future,” Harriet Lamb, executive director of the Fairtrade Foundation, said.

“The challenge is now set for UK business to make more Fairtrade products available,” she added.