In an economic context marked by growing uncertainty and rising prices, it remains important to understand how consumers perceive these products. To address this question, the NGO Fairtrade Lëtzebuerg commissioned, in partnership with Ilres, a representative survey.
This awareness study, conducted on a representative sample of the Luxembourg population, highlights a clear trend.

Fairtrade products

Fairtrade products are goods from fair trade that ensure more equitable pay for producers, better working conditions, and respect for the environment. They include, in particular, chocolate, coffee, bananas, tea, and sugar.

Methodology

The interviews were conducted online via Ilres’s MyPanel.

The survey was carried out among 1,037 residents aged 16 and over, and the fieldwork took place at the end of 2025.

Key results

Nearly 96% of residents say they are familiar with Fairtrade, and 94% easily recognise the label. This strong awareness is accompanied by a high level of trust, as highlighted by Jean-Louis Zeien, president of Fairtrade Luxembourg.

According to him, neither inflation nor pressure on purchasing power has led to a decline in the consumption of fair trade products in recent years. On the contrary, the data indicate an upward trend.

Thus, 77% of respondents consider it “logical” to buy fair trade products, and around one third express a genuine interest in sustainable and responsible products.

Areas for improvement

However, this interest does not always translate into purchasing behaviour. Several obstacles remain: attachment to familiar brands, sometimes higher prices, and a general level of distrust towards labels.

For Fairtrade, it is therefore important to continue working on these issues. There remains a gap between stated intentions and actual purchasing behaviour.

Nevertheless, one conviction remains firmly rooted in Luxembourg: every consumer can, through their choices, contribute to a positive impact, particularly for producers in the countries concerned.

If you would like to find out a little more about the reports published by Fairtrade or download the full report by clicking on ‘Results details’.