UK consumers drive record Fairtrade tea sales during fortnight of action

The Fairtrade Foundation is celebrating a landmark quarter for Fairtrade Tea, with sales soaring by 40% during Fairtrade Fortnight (22 September – 5 October), alongside notable increases in confectionery (20%) and coffee (15%). Across all three categories, Fairtrade products outperformed the wider market compared to the two weeks before the campaign (Worldpanel by Numerator).

Consumer awareness of Fairtrade Tea also increased, rising to 68% according to a recent survey conducted by Kantar, with 41% of UK adults saying they are actively choosing it. Awareness of human rights and social issues among tea farmers increased to 51%. This success coincided with the nationwide “Do It Fair” marketing campaign, which mobilized thousands of individuals, schools, community groups, and companies across the UK to stand with the people behind our everyday products.

From traditional afternoon tea parties to yarn bombing and guerilla knitting, Fairtrade Fortnight saw more than 1,000 community activities across the UK that spotlighted the human and environmental costs behind Britain’s favourite brew and demanded fairness from crop to cup.

Activists rallied public support by urging people to sign a petition (now over 20,000 signatures), calling on the government to take decisive action for a fairer tea industry. Over 200 local MPs were invited to show their support and over 80 MPs have already signed Fairtrade’s early day motion on the issue. The campaign’s reach extended into education, with over 90 schools holding special tea-themed assemblies and 20 universities organizing solidarity events, uniting communities nationwide in the call for change.

The campaign amplified the voices of visiting tea farmer Nancy Githaiga, highlighting how ethical choices by UK shoppers can improve the lives of tea producers around the world.

Laura Godsmark, brand and insights lead at the Fairtrade Foundation said: “Fairtrade’s Q3 activity has driven strong performance across all core brand metrics, including awareness, affinity, and action and we are delighted that the Fortnight tea campaign clearly delivered a powerful boost, with the category growing by an impressive 40%. We are committed to driving positive change in partnership with tea farmers and workers worldwide, ensuring fair prices, responsible sourcing, and sustainable futures.”

According to Fairtrade research conducted by Kantar ahead of Fairtrade Fortnight, an overwhelming 95% of shoppers believe businesses should take responsibility for upholding human rights throughout their supply chains. However, in the tea industry, many big tea companies still aren’t telling the full story, leaving shoppers in the dark and making it harder to choose products that support fair wages and better working conditions.

Many UK shoppers mistakenly assume that leading brands such as PG Tips, Tetley, Typhoo, and Yorkshire Tea are Fairtrade certified, when in reality, only 10% of tea sold in the UK carries the Fairtrade Mark.

Laura added: “Every Fairtrade purchase makes a difference to farmers’ lives. When shoppers choose products with the Fairtrade logo, they ensure farmers receive fairer prices and can invest in their families and communities. As climate change makes it harder to grow crops, it’s more important than ever to show solidarity so future generations of farmers can continue farming.

The surge in Fairtrade tea sales is especially encouraging for tea growers, who currently manage to sell only around 4% of their available Fairtrade-certified volumes. Despite this progress, many still grapple with low wages, inadequate living conditions, health and safety challenges, gender-based discrimination, and the growing threat of climate change. These results are a reminder of the urgent need to expand Fairtrade access and deepen support for the communities behind our everyday brews.

Fairtrade’s wider brand metrics were also very strong during Q3, with brand awareness growing compared with years prior to 2024. 88% of UK consumers recognize the Fairtrade Mark; 83% trust it, and 78% care about Fairtrade. Meanwhile, 33% of consumers actively choose Fairtrade products.