Key Takeaways

• A typical LOHAS consumer in the US is seen as a married woman with no children.
• LOHAS consumers usually have a university education. They are generally well-educated.
• These consumers value authenticity, holistic health, personal fulfillment, social conscience, and concern for the planet.

Introduction

I. Demographics of the LOHAS Market

Age

• LOHAS consumers in the CPG market "cut across all demographics."
• LOHAS consumers, particularly in the food and beverage market, are not defined by age. These consumers are young and old. It is essential not to segment LOHAS consumers by their age when marketing to them.
• In the US, the typical LOHAS consumer is seen as middle-aged. However, this is not the case in other countries.

Gender

• They are also not defined by gender. LOHAS consumers are male and female.
• However, in the US, a typical LOHAS consumer is seen as a woman.

Education Level

• LOHAS consumers usually have a university education. They are generally well-educated.

Income Level

• These consumers tend to have an above-average income. They usually live in urban areas or cities.

Marital Status

• A typical LOHAS consumer in the US is seen as a married woman with no children.

II. Psychographics of the LOHAS Market

Values

•  LOHAS consumers are mainly defined by their values rather than their age or gender.
• These consumers value authenticity, holistic health, personal fulfillment, social conscience, and concern for the planet.
• They also care about women's rights, workers' welfare, the environment, pesticides, sustainability, and GMOs, among others.

Consumer Attitudes

• They tend to choose brands with evident care for the planet and people.
• They like food brands that are consistently real, from the brand's food ingredients to Instagram photos.
• LOHAS consumers in the US purchased "green products more often than the average consumer."
• When purchasing healthy foods, they trust the information shared by their friends.
•  LOHAS consumers are not satisfied with good advertising. They don't simply take the brand's word for it. They tend to see through if a brand only shows lip service.
• They prioritize sustainable consumption, specifically when it comes to nutrition, household items, and apparel. LOHAS consumers consider sustainability the third most essential factor (next to price and brand) in their purchase decisions.
• They are willing to spend more on products/services that are aligned with their values.

Affinities

• They have an affinity for authentic, honest, and real brands.
• They tend to seek out information or services related to alternative medical care such as acupuncture or Ayurveda.
• They also have an affinity for spiritual practices/products for personal development. This includes meditation, aromatherapy, and yoga.
• They have a "strong affinity for technology." These consumers are active on different social networks and online media platforms. They are very communicative and are involved in influencer work, blogging, or podcasting.

Habits

• These consumers are socially engaged, and they have a habit of wanting "to know where the things they buy come from, how they are made, and by whom."
• As a group, LOHAS consumers are vigilant researchers. They have a habit of reading a website's interior pages and a brand's YELP reviews, including the entire corporate social responsibility policy.
• They have a habit of buying organic products that nurture physical fitness and health.
• They have a habit of exchanging information with their circle regarding healthy foods.
•  Regular exercise is also a habit.

Dislikes

•  LOHAS consumers don't like unfulfilled promises and lip service.
• They don't like slogans that are not backed up by actions.
• These consumers dislike cynicism and pessimism. They generally have an optimistic view of their future.
• They dislike socially irresponsible businesses and punish unethical business actions by "refusing to choose unethical products."

 

Source

Research Strategy