The LOHAS Report: Consumers & Sustainability - A Focus on Foods & Beverages : Market Research Report

The LOHAS Report: Consumers & Sustainability - A Focus on Foods & Beverages

Published by: Natural Marketing Institute

Published: Feb. 1, 2009 - 151 Pages

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 360�; 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

Abstract

In 2008 Americans saw many historical moments. The price of oil skyrocketed and nearly $5/gallon gasoline prices pushed many consumers to change their daily routines. October brought the worst financial crisis since the Great Depression, and November followed quickly with an historic election but more economic trouble. Consumers’ emotions have shifted wildly from fear and anxiety to hope for a brighter future.

Through it all, concerns about environmental, social, and health issues were out of the brightest of spotlights, but not far out of consumers’ minds. While tightening the financial belt put a damper on some consumers’ ability to pay for some LOHAS products and services, many consumers realized that being green does not necessarily come with a price premium.

The results of this survey show that consumers remain very enthusiastic about sustainable lifestyles and products, and are finding their “green stride.” Many behaviors are up significantly, and usage of most LOHAS products has also jumped to the highest levels NMI has ever recorded. With respect to CSR, there is growing trust of companies, though a very sizable gap remains between where consumers would like to see companies' performance and where they are today. There remains a significant opportunity (and, in fact, in consumers’ eyes a responsibility) for companies to improve the relevance and inspiration of their CSR campaigns. While some companies are shining examples of what to do, most campaigns seem far-removed from consumers’ day-to-day lives.

2008 also brought a range of new LOHAS products and communications strategies to the marketplace:

Clorox’s Green Works made a huge splash in the first quarter.
SC Johnson battled Clorox with a corporate social responsibility campaign centered on its use of landfill gas and highlighting its “Green List” of approved chemicals with reduced toxicity.
Sun Chips repositioned its brand based on installing a solar array on one of its manufacturing plants, claiming that Sun Chips are “made with the help of the sun.”
Proctor & Gamble’s corporate social responsibility campaign launched in Quarter 2, tying purchase of its brands to donations of those same products to needy communities based primarily in Africa.
Also in the second quarter, Avis increased its lineup of hybrids; now 1,500 hybrids are part of its fleet.
Arm & Hammer’s Essentials came in Quarter 3, blending “more natural” ingredients and a refillable container.
In Quarter 4, Nike released its latest Considered Design products, which are designed with a life cycle impact in mind, providing an example of how the apparel industry is engaging sustainability.
IKEA also announced plans in Quarter 4 to source 30% of its wood from FSC-certified sources in the next few years.

Chrysler, however, pulled its hybrids in Quarter 4, claiming that SUVs are not as popular as they once were. And, growth in usage of organics was stagnant as consumers began to pinch pennies. So, what is the magical marketing mix that makes for a successful LOHAS product?

The answer is the perfect blend of understanding your target consumers’ concerns - both LOHAS-related and mainstream - and developing a product or service that delivers that to them seamlessly. Since each consumer approaches sustainability somewhat uniquely, not all sustainable products will resonate with all consumers. Consumers’ nuances and defining characteristics are explored throughout this report.

Report Methodology

This 150+-page report is based on research that was fielded in July 2008 via a primary consumer survey of 4,033 U.S. general population (GP) adults. The results of this survey are nationally projectable to the U.S. adult population and statistically valid at the 95% confidence level +/- 2%. The data have been post-weighted to match multiple U.S. Census demographic measures.

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The LOHAS Report: Consumers & Sustainability - A Focus on Foods & Beverages

Table of Contents

Abstract