LOHAS Consumers a Growing Market

LOHAS Consumers a Growing Market

BROOMFIELD, Colo., and HARLEYSVILLE, Pa.--A newmarket research report found that approximately 30 percent of the U.S.population--63 million adult Americans--make purchasing decisions based on theirpersonal, social or environmental values. Understanding the LOHAS [Lifestylesof Health and Sustainability] Market is a joint research project ofBroomfield, Colo.-based Natural Business Communications and Harleysville,Pa.-based Natural Marketing Institute; it is based on a survey conducted in late2001 among 2,267 general-population U.S. households.

The survey found that the LOHAS consumer group has a willingness to pay morefor LOHAS products and services, with 80 percent willing to spend up to 20percent more; a high agreement (75 percent) that purchasing decisions are basedon the health and sustainability effect on the world and environment; and asignificantly higher likelihood (2.5 times higher than general population) toassociate personal values with companies and their brands. The report can beordered online from www.NMIsolutions.comor www.LohasJournal.com.