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LOHAS Market Size
The U.S. LOHAS market represents $209 billion in consumer
sales.
The new LOHAS market size numbers are the first update since
figures were first measured in 2000. The latest numbers,
based on 2005 activity, reflect a high-growth marketplace
with rapidly increasing interest and consumer engagement.
To conduct this extensive research, The Natural Marketing
Institute (NMI) partnered with Silvercliffe Media Inc., headed
by Frank Lampe. Lampe was a co-founder and principal in Natural
Business Communications, who published the original LOHAS
market sizing.
The research study was conducted over a six-month period
in 2006 and represents data culled from an extensive array
of primary and secondary research from industry groups. government,
and other sources. The five segments were broken down as
follows (with respective sub-categories):
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Personal Health (includes
natural/organic foods, supplements, personal care,
alternative medicine, yoga, health/fitness, media)
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Eco-Tourism (includes eco-travel and adventures)
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Alternative Energy (includes green pricing programs,
renewable energy certificates [RECs])
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Alternative Vehicles (includes hybrid vehicles,
biodiesel, car sharing)
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Green Building (includes ENERGY STAR products
and homes, other green-certified homes, materials and solar
panels)
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Natural Lifestyles (includes home furnishings/supplies,
natural pet products, cleaners, apparel, philanthropy)
Several methodological enhancements were
implemented for the 2006 analysis. This update focused
exclusively on consumer products and services (did not
include business-to-business sales). A reexamination of
the categories also took place to create a new baseline
in response to evolving LOHAS products and services. For example, some of the categories that
were originally part of the LOHAS market in 2000 have now
mainstreamed beyond the LOHAS definition, including such
items as air purifiers, bottled water and massage therapy,
among others. In other cases, NMI and Silvercliffe Media
projected the percentage of a category’s sales related
to LOHAS values or behaviors, rather than including the entire
category.
More information on the LOHAS Market Size can be found in
Section 8 of the 2006 Understanding the LOHAS Market™ reports.
Click for more information or
contact Gwynne
Rogers to learn more.
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