A survey for the Fairtrade Foundation found 70% of the population recognise the Fairtrade mark on products, up from 57% at the same time last year.

The poll, to coincide with World Fair Trade Day, found 64% of consumers linked the Fairtrade concept to fairer deals for producers in the developing world.

It disclosed that a quarter of consumers (24%) regularly bought several Fairtrade products.

Recognition of the brand was highest among 35 to 44-year-olds (76%) and fastest growing among 25 to 34-year-olds.

Coffee remained the most widely known Fairtrade product, followed by tea, chocolate and bananas.

Harriet Lamb, executive director of the Fairtrade Foundation, said: "This research shows that the balance of public opinion is tipping in favour of Fairtrade where it is seen as an integral part of a sustainable global future.

"More and more UK shoppers see Fairtrade as a simple, highly effective way to enable producers in the developing world to work their way out of poverty with dignity, receiving a decent return for their great produce and hard work."

Sales of Fairtrade products increased to £493 million in 2007, up 72% from 2006, the foundation said.

Fairtrade producers and farmers are paid a price which covers sustainable production and living costs. They are also paid a premium to invest in community projects.