To that end, LOHAS consumers are heavier users of “healthy” categories than the general population. Table 1 highlights the usage gap between LOHAS consumers and the general population for some key categories. LOHAS consumers are clearly a captive market for all things healthy. Product developers, however, should be mindful that they have ever-evolving and ever-increasing expectations of what defines “health.”
Not all seriousness
While it is clear that LOHAS consumers show a strong dedication to their health and the foods they eat, they are not above the occasional lapse. Their past three-month usage of sweets and snack foods is on par with the average consumer. Indeed, over three-quarters of LOHAS consumers say they believe that “eating healthy is all about balance and trade-offs.” This underscores the opportunities for tasty (even decadent), healthier versions of snack foods to satisfy indulgent cravings among these healthy eaters.
The broader picture
As marketers look at strategies for capturing the attention of this important group, they should note that LOHAS consumers’ focus on health and wellness doesn’t just lie in personal considerations, but includes planetary concerns, too. Almost all LOHAS consumers say that environmentally friendly packaging is important in their purchase decisions of foods and beverages, and 94% report that products from farms practicing sustainable agriculture are important. With more healthy products flooding the market each year, consumers can afford to be choosy and opt for those that meet a wide range of their needs.
The Natural Marketing Institute (NMI) is an international strategic consulting, market research and business development firm specializing in the health, wellness and sustainability marketplace. For more information on NMI’s services or proprietary research tools, contact Steve French, managing partner, at steve.french@nmisolutions.com or visit nmisolutions.com.