Reaching Eco-Conscious Consumers

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.

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 [email protected] or visit nmisolutions.com.