Abstract
This 120+-page report provides a general overview of the LOHAS marketplace and
of the five NMI LOHAS segments. It explores how NMI' s proprietary LOHAS
consumer segments differ in attitudes toward the environment, society,
corporate social responsibility, and health. It also provides an introduction
to their behavior, sources of influence, and demographics.
It will include specific focus on consumer attitudes, purchase drivers, usage
rates and sources of influence for food and beverages. Analysis of the
attitudes and behavior of the five new proprietary consumer segments (LOHAS,
NATURALITES, CONVENTIONALS, DRIFTERS and UNCONCERNED) as well as organic
product users is included. Learn which healthy, environmental, sustainable,
and CSR benefits appeal to each target.
This report provides the reader with an understanding of how the LOHAS
consumer segments interact with the food and beverage marketplace, what types
of products they are interested in, where they go for information, how they
behave in-market, as well as other demographic and behavioral measures.
Table of Contents
Chapter 1: Introduction & Background
- Background & Methodology
- Methodological Notes
- Introduction to the 2008 Study
- Key LOHAS Insights
- 1-Reduce, Reuse, Recycle Incorporated
- 2-Practical Green
- 3-20/80 Becomes 80/20 1
- 4-LOHAS 360o
- Explanation of the LOHAS Segmentation Model
- LOHAS Leaders and Followers
- Change in Segment Sizes Between 2005 & 2008
- LOHAS Consumer Snapshot-Attitudes & Behaviors
- LOHAS Consumer Snapshot-Demographics
- NATURALITES Snapshot-Attitudes & Behaviors
- NATURALITES Snapshot-Demographics
- DRIFTERS Snapshot-Attitudes & Behaviors
- DRIFTERS Snapshot-Demographics
- CONVENTIONALS Snapshot-Attitudes & Behaviors
- CONVENTIONALS Snapshot-Demographics
- UNCONCERNEDS Snapshot-Attitudes & Behaviors
- UNCONCERNEDS Snapshot-Demographics
- What' s New: Biggest Changes in Product Drivers
- What' s New: Biggest Changes in Product Consumption
- Product Introductions With Ethical Claims In the Past Year
- What' s New: Biggest Changes in Behaviors
- What' s New: Biggest Changes in Attitudes
- A Global Perspective on LOHAS Consumers
- A Multicultural Look at the LOHAS Segmentation Model
- A Generational Look at the LOHAS Segmentation Model
- An Educational Look at the LOHAS Segmentation Model
Chapter 2: Grounding LOHAS Awareness & Key Characteristics
- Awareness of LOHAS-Related Terminology
- Trends in Consumer Understanding of the Term "Sustainability"
- Concerns about Environmental Issues
- A Focus on Global Warming: Awareness, Concern, and Action
- Carbon Footprint/Offset
- A Focus on Global Warming: Corporate Action
- Generational Analysis of Global Warming
- Attitudes Toward Social Issues
- Attitudes Toward Health and Wellness
- Branding & Loyalty Among User Groups
- LOHAS as Early Adopters
- Level of Influence on Others
- Trends in Price Sensitivity
- Paying for Sustainability
- Environmental Apathy
- Consuming Less: Is it Possible?
Chapter 3: Sources of Information
- Media Watch - Influencing LOHAS
- Importance of Validation of Green Claims
- Trended Awareness of Seals
- Comparison of Government, Non-Profit, and Corporate Seals
- Seal/Certification Recognition versus Introductory Date
- Purchase Impact of Most Recognized Seals
- LOHAS Recognition of Seals
- The Effect of Social Networks on Sustainability
- Media' s Role in Communicating About the Environment
- The Role of Self-Discovery
- Key LOHAS Publications
- Other Media Sources
- Internet Usage
- The Impact of the Internet
- Specific Internet Site Patterns
- Sustainability on Blogs
- Summary Sources of Influence
Chapter 4: LOHAS Lifestyles
- Personal Involvement in Environmental Protection
- Trends in Consumer Actions to Protect the Environment
- Conservation Activities By Generation
- Segments' Environmentally - Conscious Behavior
- Where is "Away?" How Consumers Dispose of Unwanted Items
- Detailed Recycling Behavior
- Recycling by Generation
- Magazine and Newspaper Recycling Among User Groups
- Organizational Memberships
- Charitable Donation Patterns
- The Role of Religion and Spirituality
- Hobbies and Interests
- LOHAS Consumers are Not Healthy Across All Behaviors
- Premium Green/Eco-Luxury Attitudes
- New Kids on the Block - New Players in the LOHAS Consumer Marketplace
- LOHAS Concentration of Key Brands
Chapter 5: Views of Corporate Responsibility
- Importance of Corporate Citizenship
- Importance of Corporate Citizenship among User Groups
- Power to the People
- Importance of Specific Types of Corporate Social Responsibility
- Changes in Importance of Specific Types of Corporate Social Responsibility
- Comparison of CSR Behavior to Consumer Demand
- General Population Interest in Types of CSR
- Behavioral Effects of CSR
- Is the Devil in the Details?
- Trust in CSR: Fact or Fiction?
- How Green is Green Enough?
- Among User Groups, How Green is Green Enough?
- Whose Endorsement Counts?
- Recall of Corporate Sustainability Campaigns (Top 10)
- Recall of Corporate Sustainability Campaigns among LOHAS
- Communicating CSR: Consumer Preferences
Chapter 6: LOHAS Consumer Behavior
- Importance of Products' Environmental Impact
- Trends in the Importance of Products' Impact
- Interest in Green Products
- Eagerness for Green and the Market Opportunity
- Usage of LOHAS Fast-Moving Consumer Goods
- SunChips' Focus on Sustainability
- Trends in LOHAS Fast-Moving Consumer Goods
- Changes in Bottled Water Consumption
- Trends in Bottled Water Usage
- How Consumers Mitigate Bottled Water Use
- Perceived Environmental Friendliness of Packaging
- Trading Off Recyclability and Biobased Containers
- Attitudes Toward Product Packaging
- Usage of LOHAS Durable Products
- Trends in Usage of LOHAS Durable Products
- Durable Goods Concerns: Electronics
- Usage of LOHAS Services
- LOHAS Product Adoption
- Usage of Alternative Healthcare
- Barriers to Buying Environmentally-Friendly Products
- The Role of Government & Private Sector Incentives
- LOHAS Consumers-Retailer Shopping Patterns
- LOHAS Consumers-Secondary Retailers
- Brand Consumption by Channel
- Channel Shopping Patterns by Segment
- Segments Shop Differently
- Trends in LOHAS Shopping Patterns
- Role of the Internet in Selling LOHAS Products
Chapter 7: A Focus on Foods & Beverages
- Importance of and Interest in Environmentally-Friendly Foods/Beverages
- Usage of Selected Food Categories among the General Population
- Food and Beverage Purchases among NMI Segments
- Food and Beverage Purchases among Organic Food Users
- Usage of Specific Healthy Categories among NMI Segments
- Usage of Refined and Processed Foods
- General Concerns about Food Safety
- Trends in Health Related Food and Beverage Benefits
- Trends in Environmental, Sustainable, and CSR Food and Beverage Benefits
- Trends in Packaging Concerns as Food and Beverage Benefits
- Importance of Healthy Food Benefits Differentiating NMI Segments
- Organic Food Users by NMI Segmentation
- Environmental Criteria Distinguish Organic Food Users
- Trended Usage of Natural and Organic Foods and Beverages
- Demographic Draw of Natural and Organic Foods
- Usage of Specific Organic Food Categories among OFU
- Usage of Organic Store Brands
- Almost Organic?
- Organic versus Local
- Demographic Profile of Committed Local Food Users
- Mainstream Brand Usage among NMI Segments
- Natural and Organic Brand Usage among NMI Segments
- Sources of Influence for Foods & Beverages among General Population
- Sources of Influence for Foods & Beverages among LOHAS
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