NMI's
2009 Consumer Segmentation Model
(% general population U.S. adults...)
Source: 2009 LOHAS Consumer
Trends Database
NMI Announces LOHAS Consumer Segments
Comprehensive NMI research and statistical analysis within
the LCTD identifies five U.S. consumer segments based on
their attitudes toward health, wellness, and sustainability.
These segments are mutually exclusive and have been proven
invaluable for consumer target identification, as well as
comparing similarities and differences between various consumer
groups.
Ultimately, NMI’s proprietary LOHAS
segmentation model enables companies to measure commonalities
and differences between five LOHAS proprietary consumer
groups, the general population, and other consumer groups
(of your choice).
In 2006, NMI updated the previous model
to better represent current market conditions. This
reflects the complexity of the LOHAS market and the increasingly
subtle, yet important, differences that distinguish one
segment from another.
Over 175 variables, later narrowed to
approximately 25, were used to conduct this statistical
analysis. Techniques
such as exploratory factor analysis, confirmatory factor
analysis, migration analysis, and K-means segmentation were
utilized to ensure the optimal solution.
The five LOHAS consumer segments are:
- LOHAS: 19% (43 million) LOHAS consumers
are dedicated to personal and planetary health. Not only
do they make environmentally friendly purchases, they also
take action – they
buy green products, support advocacy programs and are
active stewards of the environment.
- NATURALITES: 15% (34 million) Focused
on natural/organic consumer packaged goods with a strong
health focus when it comes to foods/beverages. They are
not politically committed to the environmental movement
nor are they driven to eco-friendly durable goods.
- DRIFTERS: 25% (57 million) This
segment has good intentions, but when it comes to behavior,
other factors influence their decision more than the environment.
Somewhat price sensitive (and trendy), they are full of
reasons why they do not make environmentally friendly
choices.
- CONVENTIONALS: 24% (53 million) This
very practical segment does not have green attitudes but
do have some “municipal" environmental behaviors
such as recycling, energy conservation, and other more
mainstream behaviors.
- UNCONCERNED: 17% (39 million) The
environment and society are not priorities
to this segment. They are not concerned and show no environmentally-responsible
behavior.
The LOHAS segment is further divided
between "LOHAS
Leaders" and "LOHAS Followers".
-
LOHAS Leaders are top-of-the-pyramid opinion leaders
and early adopters when it comes to green and healthy initiatives.
They are an optimal target for new and innovative sustainable
products.
-
LOHAS Followers' behavior
is slightly moderated as compared to Leaders but they
are still
cutting-edge consumers across most attitudes and respective product purchasing
dynamics.”
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