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NMI Releases First LOHAS Numbers Since 2005

Posted: April 23, 2010

The information in this report shows that clients who are concerned about health, sustainability and the environment are spending more and more money. If your spa is located in an area with many clients fitting this description, are you making your spa attractive to their LOHAS values?

The Natural Marketing Institute (NMI) recently announced the results of its latest analysis of consumer spending in the LOHAS market. LOHAS is an acronym for "Lifestyles Of Health And Sustainability" and describes an integrated, rapidly growing market for goods and services that appeal to consumers who have a meaningful sense of environmental and social responsibility and incorporate those values into their purchase decisions. The results of this review indicate that consumers spent almost $300 billion on LOHAS products and services in 2008.

According to NMI LOHAS business director, Gwynne Rogers, "The first Earth Day was 40 years ago and the green marketplace was just taking shape. Today, a majority of consumers are incorporating environmental considerations into their day-to-day lives, not just attitudinally, but by voting behaviorally with their dollars by spending $290 billion on goods and services that are environmentally-friendly, socially responsible and/or healthy."

Based on NMI's research, U.S. consumer spending in the five general market sectors for 2008 is as follows:

  • Personal health: $117 billion (includes natural/organic food, personal care, supplements, etc.)
  • Green building: $100 billion (includes certified homes, Energy Star appliances, etc.)
  • Alternative transportation: $20 billion (includes hybrids, diesel vehicles, electric vehicles, car sharing, etc.)
  • Eco-tourism: $42 billion (includes travel spent on excursions in nature)
  • Natural lifestyles: $10 billion (includes home furnishings, apparel, etc.)
  • Alternative energy: $1 billion (renewable power)

While NMI considers socially responsible investing (SRI) part of the overall LOHAS marketplace, the value of consumer investments in SRI is excluded as it does not truly represent a "purchase."