On Tuesday 28 April 2026, Fairtrade Lëtzebuerg presented the results of a new study which showed that 77% of residents in Luxembourg believe that choosing products from fair trade should be a logical and responsible choice.
The study, conducted by the TNS Ilres institute and released ahead of Fairtrade Week 2026 (Monday 4 to Sunday 17 May), was undertaken to study awareness and perceptions of fair trade in Luxembourg.
Fairtrade Lëtzebuerg said the survey, conducted nearly five years after the previous edition and involving 1,037 residents aged sixteen and over, confirmed: “Fair trade is becoming firmly embedded in consumer habits in Luxembourg, despite an inflationary context and increasing pressure on purchasing power.”
According to the results of the study, 96% of residents have heard of Fairtrade, 94% recognise the Fairtrade label, 75% associate fair trade with the prohibition of child labour and forced labour and 71% with the guarantee of a minimum price for producers. More specific mechanisms, such as strengthening producer organisations (44%) or the development premium (29%) - an additional sum paid to finance economic, social and environmental community projects chosen by producers themselves - are also recognised.
Fairtrade Lëtzebuerg highlighted that these results “clearly show that fair trade is perceived as a concrete lever for social justice, while also revealing that the role of certification in ensuring compliance with environmental criteria is increasingly acknowledged”.
In terms of trust, the study showed that 61% of Luxembourg residents believe that Fairtrade-certified products meet the expected standards, a level that Fairtrade Lëtzebuerg said has remained stable for nearly ten years. In a context marked by growing general mistrust - up 5% between 2024 and 2025, as confirmed by Polindex 2025 - Fairtrade Lëtzebuerg noted that this consistency is all the more significant.
The study highlighted that trust in the Fairtrade label is also based on an independent certification system aligned with ISO 17065 standards and compliant with the ISEAL Assurance Code. The Fairtrade movement is a global network comprising nearly 2 million producers and workers across more than 1,900 organisations. Producers are fully represented in the movement’s General Assembly and hold 50% of the voting rights in strategic decisions.
Fairtrade Lëtzebuerg said this high level of trust played a key role in the adoption of Fairtrade products, with 75% of residents reporting consuming or purchasing Fairtrade products within their household. “Flagship products” - chocolate (66%), coffee (65%) and bananas (53%) - were shown to be highly popular among consumers in Luxembourg.
Other motivations for Luxembourg residents selecting Fairtrade products included fair pricing for producers (49%), the fight against human rights violations (42%) and the desire to provide direct support to producers (31%).
45 to 55-year-olds showed a stronger inclination to support an economic model based on fair trade, while sixteen to 34-year-olds placed greater emphasis on product quality and environmental protection, and nine out of ten residents believed that public authorities should use Fairtrade products, while 41% considered that the state and European institutions should use them exclusively wherever possible.
In this context, Fairtrade Lëtzebuerg called on the Luxembourg government to strengthen responsible public procurement policies and to integrate more Fairtrade products into purchasing practices.
Among residents who do not purchase Fairtrade products, preference for other brands and financial constraints are the main barriers: 34% favour their usual brands, 24% consider prices too high and 17% indicated that their budget does not allow for it. Fairtrade Lëtzebuerg noted these results showed that such barriers are primarily due to practical constraints rather than a rejection of fair trade principles.
Fairtrade Lëtzebuerg said: “The results of this study reflect a strong collective dynamic that has been built in Luxembourg over more than 30 years by Fairtrade Lëtzebuerg and a wide network of committed partners acting as multipliers on the ground. Municipalities involved in the ‘Fairtrade Gemeng’ programme are gradually integrating fair trade into their local policies and public procurement practices, helping to establish it as a lever for action at territorial level. Partner companies and sublicense holders make Fairtrade products accessible to consumers while incorporating more responsible practices into their supply chains. Finally, secondary schools participating in the ‘Fairtrade School’ programme raise awareness among younger generations about fair trade issues and encourage more responsible consumption behaviours. Together, these stakeholders are helping to transform trade for a fairer world.”
