Nielsen Integrating NMIs LOHAS Model

PHILADELPHIA & SCHAUMBURG, Ill.The Natural Marketing Institute (NMI) and the Nielsen Co. announced an agreement for Nielsen to incorporate NMIs proprietary segmentation model for Lifestyles Of Health And Sustainability (LOHAS) into its consumer panels. By adding the LOHAS model into the Homescan® Consumer Panel and Spectra BehaviorScape Framework, the companies hope to quantify the attitudes, psychographics and behavioral patterns of LOHAS consumers into actual purchase behavior.

Together, NMI and Nielsen offer an unparalleled level of ongoing insight into the LOHAS marketplace that no other company is able to provide, said Patti Marshman-Goldblatt, senior vice president, NMI. For manufacturers and retailers, a key benefit of this relationship is the prospect of attaining and tracking greater ROI by identifying and targeting shoppers across the whole spectrum of LOHAS consumers and their varying degrees of eco-engagement.

According to the companies, the enhanced consumer information will provide consumer packaged goods (CPG) manufacturers and retailers with an enhanced understanding into the $209 billion LOHAS market and help them identify opportunities for new brands and existing products, as well as understand which categories and brands are most relevant to the LOHAS consumer and measure the effectiveness of LOHAS-targeted products and promotions.

Our collaboration provides CPG manufacturers and retailers with actionable insights, enabling them to intimately understand the LOHAS consumer, including where they live, where they shop and what they buy, said Tim Kregor, segmentation and targeting product leader, Nielsen Consumer Panel Services. By working together, we can help companies develop meaningful eco-consumer strategies.