A major obstacle for organisations promoting ethical products is the lack of market information. This is why The Trade for Development Centre (TDC – a programme of the Belgian Development Agency, decided to have market research conducted on ethical, sustainable products in different developing countries within the framework of its Producer Support Programme.
The key objective of this consumer survey carried out by Nielsen in South Africa is to provide organisations that promote Fairtrade, like producers and traders of Fairtrade products as well as organisations promoting ethical consumption in South Africa, with information that allows them to :
- Formulate their medium and long-term business plan and marketing strategy
- Ensure effective support in the ethical supply chains.
Final report on ethical product trends in South Africa