Combining responsible consumption with fair trade is still not that easy (13% of Belgians in 2022 and 16% of Belgians in 2020). For Belgians, responsible consumption is more closely linked to notions of ecology (waste management, upcycling, respect for the seasons) and local consumption, with a preference for short circuits. As in 2020, Walloons identify responsible consumption more with the purchase of local products (short circuits) and the Flemish with the purchase of products that last over time.
Price is the main criterion for choice, whatever the type of purchase, and this is true across the board, regardless of the respondents’ profile. Other criteria vary from sector to sector. When it comes to food, respondents are more sensitive to seasonal, healthy and organic products. For cosmetics, respect for animal welfare is the second most important criterion. When it comes to clothing and textiles, respondents are more concerned about the product’s lifespan and respect for human rights.
The change in selection criteria following the crisis continued
The Covid-19 crisis influenced the purchasing criteria of half of Belgians (50%, confirming the trend measured in 2020), especially among young people under 35 and Brussels residents (25% have changed their purchasing criteria significantly). The influence is felt mainly on food products (73%). Above all, the crisis has had an impact on the contents of Walloon consumers’ shopping baskets (80%). In Flanders, the impact is felt mainly in clothing and textiles.
The tendency of Belgians to attach greater importance to price, the healthiness of the products they buy and proximity to the production location following the crisis was confirmed in 2022. Generally speaking, they intend to stick with their new selection criteria (27% very definitely and 58% very probably intend to continue with their new selection criteria). These results should always be treated with caution, as they do not seem to be borne out in practice, since the decline of sales through short distribution circuits appears to have continued since the end of lockdown in 2020.
Significant decline in awareness of fair trade
There was a 15% drop in aided awareness compared to 2020, regardless of the profile of the respondents. This decline is even more marked among young people (-29%), Brussels residents (-24%), Walloon residents (-20%) and respondents with lower levels of education (-21%).
At this stage, the results of the study do not explain this drop in awareness. Despite this reduction in awareness, the concept of fair trade is still well understood by those Belgians who have heard of it: 94% of respondents familiar with the term felt that the definition proposed in this study corresponded fairly well, if not completely, to their image of it (versus 95% in 2020). Self-assessment of their knowledge on this subject is still good: 32% of respondents feel they have a good understanding of fair trade, its objectives and its processes.
Unchanged from 2020, but still to a lesser extent, supermarkets and labels are the two main sources of fair trade awareness. However, the importance of advertising for labels and brands in brand awareness is falling sharply, and has been since 2018. Schools, on the other hand, remain the primary medium for informing young people about fair trade. This reputation is still supported by the same two main references: Oxfam and the Fairtrade label (formerly Max Havelaar) are still better known among Flemish people and respondents who have completed higher education. At the same time, they are also the two best-known logos (as in 2020), followed by Fairebel (which was not presented in 2020).
Belgians are familiar with an average of five different Fair Trade products (5.7 products among those with higher education qualifications). This finding is once again lower than in 2020, when Belgians cited 5.6 different products. Coffee, chocolate (or cocoa) and bananas consistently make up the top three and seem unchallenged over the years.
Awareness of Fairtrade Week is fairly stable, even slightly up on 2020, at 48% (versus 46% previously). Although it is more prominent in the minds of Dutch-speakers and those with higher levels of education, there has been an increase among Brussels residents (+11%), those with lower levels of education (+9%) and younger people (+6%).
The general appeal of fair trade is still good, but the concept seems to have been diluted
36% of Belgians have a particularly positive image of it, while 22% have a fairly negative one.
Spontaneous associations with the notion of fair trade still have the same themes but are less significant than in 2020. Spontaneously, Belgians mainly associate fair trade with respect for producers (32%). Respect for the environment, fair pricing and trust (transparency) are also mentioned by at least 1 in 10 respondents. There are major differences between respondents’ profiles. For example, Walloons are more likely to mention respect for producers (39% vs 28% for Flemings) and are almost the only ones to mention the quality (healthiness) of the products concerned (6% vs <1%). Flemings are significantly more sensitive than Walloons and Brussels residents to fair prices and working conditions (dignified, not taking advantage of children).
Belgians consider fair trade to be a priority contribution to ecological and solidarity transition and important for producers in southern countries. Fairtrade products are clearly not seen as something too alternative, a passing fad, or less good than traditional products. They do not, however, motivate people to choose a shop or trigger strong recommendation intentions among the population.
Communication about fair trade could be improved
52% of Belgians feel they do not have enough information on fair trade (down on 2020, which may seem paradoxical considering the sharp drop in awareness observed that year). The main information required is on the type of products available and the recognised labels. Information sources are highly age-dependent. The over-35s see this as the role of organisations involved in fair trade, the over-55s also mention the public authorities, and the youngest, social networks and education.
Belgians are well aware of their role in the development of fairer trade but believe they are not solely responsible. For Dutch speakers, it is mainly manufacturers who have a role to play, and for French speakers, it is primarily distributors and consumers.
Belgians tend to agree that fair trade should not be limited to producers in southern countries (52%). It is especially in Wallonia, among older people, respondents with a high level of education and in rural areas, that it is felt that fair trade should also concern Belgian and European farmers.
As in 2020, 15% of Belgians do not know if they buy fair trade products. On average, Belgians buy 2.5 different fair trade products a year. The three main products purchased remain unchanged: chocolate, bananas and coffee (for more than one in three respondents), far ahead of other products (tea, fruit juice or other). Purchases are still made in supermarkets (58%); in Flanders, respondents buy the most fair trade products in specialist shops. Fair trade products are always identified by labels and certifications.
While price is the main driver and inhibitor of fair trade purchases, there are big differences in the frequency with which people buy fair trade products:
- Those who do not know whether they are buying fair trade products do not know which products are.
- Those who never buy them have never tried them, are less interested and lack confidence in the fair trade nature of the products.
- Those who rarely buy them find that the offer is too limited and not commonly found in the shops they frequent. They also consider these products to be more expensive than others. A wider range of products and the opportunity to try them could encourage them to buy fair trade products more often.
- Those who already buy them often would like a guarantee that buying these products really does have an impact.
We carried out a population profiling analysis that highlights two profiles of non-buyers of fair trade products:
- A profile featuring mainly men. This profile buys fair trade products significantly less often. They may like fair trade, but see it as a fad, a marketing argument that is too alternative for them, with no real importance for workers in southern countries. They do not pay much attention to labels, believing there are too many of them. This profile corresponds to 6% of the population.
- A profile that includes people with a low level of education, who are not responsible for purchases, live alone and have no children or employment. They do not pay much attention to whether or not they buy fair trade products, are not really convinced by their benefits, and consider their quality to be inferior to conventional products. This profile (also) corresponds to 6% of the population.
On the other hand, satisfaction among consumers of fair trade products is still excellent, with 64% of consumers satisfied; this level is particularly high among older consumers.
The majority of Belgians are still prepared to pay a supplement to buy a fair-trade product, but it cannot exceed 8% of the standard price (compared with 10% in 2020).
Recommendations
A range of recommendations can be made following this study
- The drop in awareness of fair trade needs to be analysed in detail. The link between this drop and that in the need for additional information expressed by Belgians could reflect an (emerging) lack of interest in fair trade. This drop in awareness is also at odds with the results of Fairtrade Belgium, which show a steady rise in awareness of the label.
- It is essential to understand the reasons for this drop and time lag so that communication around fair trade can be adapted.
- Purchasing power and the cost of living were the main concerns of Belgians in 2022, yet fair trade products are still considered more expensive than the average. Even though Belgians say they are willing to pay more for fair trade products, the perception of a higher price remains the main obstacle to purchase. The arrival of supermarkets several years ago has made it possible to lower prices and offer “entry-level” fair trade products (http://www.ciriec-ua-conference.org/images/upload/pdf/POSTER/162_NunezPousa_txt.pdf). Studies by Fairtrade Belgium in 2020 show that today there are fair trade products available at more attractive prices than non-fair trade products. It is therefore important to:
- improve the image of attractively-priced fair trade products.
- communicate this price positioning, for example by offering objective comparisons of mass-market products.
- The importance of perceived responsibility between the consumer and the development of fairer trade is down significantly on 2020 measurements.
- make Belgians aware of the impact of their consumption.
- strengthen the link between responsible consumption and fair trade consumption, which is currently very weak.
- Belgians attach significantly more importance to local products, and the majority agree that fair trade products should not be limited to those from southern countries. On the other hand, products identified as fair trade purchased by Belgians are always from southern countries (coffee, chocolate and bananas), and “local” labels have a particularly low profile.
- Local fair trade products can be an entry point to fair trade by demonstrating the complementary nature of product ranges, as suggested by Enabel (https://www.tdc-enabel.be/fr/2020/10/08/le-commerce-equitable-de-produits-belges-prend-racine/).
- Strengthen the image and reputation of local product labels
- Fair trade products are not easy to identify, yet labels and certifications are the main means of ensuring that products are fair trade. Fair trade products do not (or rarely) lead to a visit to specialist shops. In other words, the purchase of fair trade products is strongly correlated with the supply available in supermarkets and is not necessarily voluntary. The emergence of distributor products and the commitment (in France) of many companies to fair trade relationships are playing on this very factor:
- improve the image of attractively-priced fair trade products
- drive a sustainable range development policy within existing brands
- improve the visibility of fair trade products as well as communication in supermarkets
