News

Survey analyses LOHAS careabouts

20 Mar 2017

Health and the environment are changing the way many consumers shop for groceries, according to the 2017 Market LOHAS (Lifestyle Of Health And Sustainability) Health & Natural Consumer Survey Study.

Health and the environment are changing the way many consumers shop for groceries, according to the 2017 Market LOHAS (Lifestyle Of Health And Sustainability) Health & Natural Consumer Survey Study. These concerned shoppers, says the survey, are looking for clean product labels, buying fresh and purchasing organic, non-GMO and plant-based products to support the health of their families and the planet.

The annual Market LOHAS Survey, in its 11th year, was fielded among opinion leader natural and organic consumers to provide insights into healthy LOHAS product and industry market trends. The study goal is said to be to provide market research insights to assist brands and retailers in better understanding their LOHAS Consumer.

The study found that about 8 in 10 health-conscious consumers look for labels with fewer ingredients, all of which they can pronounce. Almost 3 in 4 respondents reported shopping more along the perimeter of their store for fresh produce, meat and dairy products.

LOHAS consumers cited health and the environment as the top two motivations for purchasing organic foods: healthier for me and my family, and want to reduce my family's exposure to chemicals/pesticides.

“This study showed that conscientious consumers are voting with their wallets by choosing brands that are aligned with their personal health and environmental priorities,” said Karen Herther and Bethany Stanley, Principals of Market LOHAS who directed the market research.

Health-conscious shoppers agreed that health and sustainability factored into their non-GMO buying: "I think non-GMO products are healthier and safer for my family," and "I look for brands that embrace Non-GMO as part of their company mission and culture and I often buy Non-GMO due to environmental concerns."

Health and eco consumers said their purchase of plant-based products is motivated in part by health and nutrition and better for the environment.

Among other study findings (full report available for purchase at MarketLOHAS.com) are that health-conscious consumers are changing where and how they shop for natural and organic products. LOHAS shoppers are buying healthy products at a wider variety of stores and outlets from supermarkets to farmer's markets, local health food stores, Whole Foods Market, Trader Joe's, Target, Price Clubs and online retailers. Selection of healthy, organic products or produce and store quality/food practices are key to deciding where to shop.

A majority reported that prices/in-store specials influence their store choice.