What Are LOHAS Consumers Looking For?

Health and eco-minded consumers are looking beyond natural products labels to organic, non-GMO and grass fed label claims, according to the 2016 Market LOHAS MamboTrack consumer research survey. 
 
The annual study, in its tenth year, found that eight in ten health-conscious consumers want to see a natural product certification similar to the USDA organic seal.  This year, only about one in three said “all natural” was a key purchase factor.  “Brand that I trust” (46%) trumped natural claims.
 
According to the study, most regularly buy both natural/organic and conventional health & beauty items. And, a majority of health and eco consumers report taking “green actions” with three in four or more using reusable water bottles, utilizing fewer plastic H2O disposables and buying eco cleaning products.

“Savvy health-aware consumers are skeptical about the natural label and are looking for known ingredient certifications like USDA organic and non-GMO. They're also relying on trusted brands,” said Karen Herther and Bethany Stanley, principals of Market LOHAS (Lifestyle Of Health And Sustainability), who directed the MamboTrack Research. 
 
The 2016 Market LOHAS MamboTrack Natural and Organic Consumer Survey was conducted online among 1,000 'real' health-conscious shopper panelists in December 2015. The full study available for purchase.