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FOR IMMEDIATE RELEASE
Contact:
Nancy White
The Natural Marketing Institute
215.513.7300 ext. 225
Nancy.White@NMIsolutions.com
NMI Announces New LOHAS Consumer Segments
Harleysville, Pa. (March 2006) – What do 36
million U.S. adult consumers have in common? According to
research by The Natural Marketing Institute (NMI), they’re
considered LOHAS consumers. LOHAS is the acronym for Lifestyles
Of Health And Sustainability – a segment of the population
that has been identified as having values and behavior that
is conscientious of the environment, society, and corporate
social responsibility that impacts their product purchasing
behavior. NMI’s LOHAS Consumer Trends Database™ is
the only consumer research and database that examines the
LOHAS consumer.
The new segmentation model NMI has developed
for 2006 is an updated version of the previous model and
better represents current market conditions. This reflects the complexity
of the LOHAS market and the increasingly subtle, yet important,
differences that distinguish one segment from another. According
to NMI Managing Partner Steve French, “Updating segmentations
is a routine practice in market research and ensures that
the segmentation variables are representative of current
market situations. The new segmentation began with evaluating
over 170 different variables, later refined to about 25.
Each consumer segment is mutually exclusive and unique in
their specific motivational and behavioral patterns and levels
of influence.”
The five new LOHAS consumer segments are:
- LOHAS (17% of all U.S. adults):
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 (21% of all U.S.
adults): 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 (19% of all U.S. adults): 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 (20% of all U.S. adults): 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 (21% of all U.S. adults): 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”. According
to Gwynne Rogers, NMI's LOHAS Business Director, “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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NMI is a strategic consulting, market
research, and business development company specializing
in the health, wellness, and sustainable marketplace. For
more information on NMI’s
other proprietary research reports and services, visit NMI’s
web site at www.NMIsolutions.com.
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