As health and sustainability attitudes evolve from hot trends to fundamental foci and strategy components, LOHAS (Lifestyles of Health and Sustainability) consumers are a driving force. The $200 billion-plus LOHAS industry is on track to jump to $420 billion in just three years, according to the Natural Marketing Institute (NMI), Harleysville, PA, and the food and beverage market is one key sector where the sustainability impact is unmistakable and consequential. The market for natural and organic foods, beverages and foodservice reached $26.3 billion in 2005.
A total of 17% of U.S. adults are LOHAS consumers and have strong attitudes regarding personal and planetary health, which are widely reflected in their behavior. They are heavy users of healthy and “green” products and exude a strong influence over others. Hence, LOHAS consumers are a critical target for companies marketing healthy, environmentally friendly, or socially responsible products, as their buy-in is fundamental to not only early adoption of new products, but also in extending reach to other consumer segments.
Healthy choices
LOHAS consumers show a strong commitment to healthy eating. Over 80% agree that “eating healthy is a vital part of my life,” compared to only 61% of general-population adults. Similarly, over 90% of LOHAS consumers believe that healthy food is important in maintaining a balanced lifestyle, vs. just two-thirds of the general population.