FOR IMMEDIATE RELEASE CONTACTS: Jennifer Frighetto, or cell Nancy White,

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1 The Nielsen Company 150 North Martingale Road Schaumburg, IL News Release FOR IMMEDIATE RELEASE CONTACTS: The Nielsen Company: Natural Marketing Institute: Jennifer Frighetto, or cell Nancy White, GREEN CONSUMERS SPEND MORE IN WAREHOUSE CLUBS, AND BUY MORE PRODUCE, PASTA AND CEREAL THAN NON-GREEN CONSUMERS, NIELSEN AND NMI REPORT Nielsen and NMI Analysis Connects U.S. Consumers Green Attitudes and Impact on Shopping Behavior, Unveiled at Nielsen s Consumer 360 Conference PHOENIX, June 5, 2008: The Nielsen Company and the Natural Marketing Institute (NMI) today unveiled results connecting green consumers attitudes to their shopping behavior. The analysis was presented today at Nielsen s Consumer 360 Conference, the consumer packaged goods (CPG) industry s premier educational and networking event, attended by more than 1,000 industry professionals. Nielsen and NMI s research shows that compared to other consumers, LOHAS (Lifestyles Of Health And Sustainability) consumers are the top spenders in many CPG categories offering a higher development of organic, natural or environmentally-friendly options, such as produce, cereal, soup, eggs, pasta, nuts and light bulbs. Based on further analysis, opportunities for CPG manufacturers and retailers seeking to capture the LOHAS consumer wallet include non-carbonated soft drinks, such as isotonics and sports drinks, baking mixes, and indulgences, such as frozen novelties and syrups. Page 1 of 5

2 Sustainability is here to stay, and clearly, our research shows that LOHAS consumers are important consumers for CPG manufacturers and retailers to attract to their brands and stores, said Todd Hale, senior vice president, Consumer & Shopper Insights, The Nielsen Company. CPG companies looking to engage or expand their sustainability efforts need to know what the LOHAS consumer is buying - - and where - - in order to meet the needs of this influential consumer segment. NMI estimates U.S. LOHAS products to be a $209 billion industry, and projects U.S. sales of LOHAS products to be more than $400 billion by One in five U.S. consumers are LOHAS consumers - - passionate, environmental, sociallyresponsible stewards, said Patti Marshman-Goldblatt, senior vice president, NMI. These consumers are early adopters, loyal to companies whose values match their own, and validated by our research, willing to put their money where their mouths are. Health, Wellness and Organic Labels Speak LOHAS Nielsen and NMI s analysis shows that 81 percent of LOHAS households purchase products labeled as organic, spending nearly four times as much as UNCONCERNED consumers (consumers not on the eco-radar). LOHAS consumers also show their commitment to a healthy, sustainable lifestyle Page 2 of 5

3 through their purchases of products with health claims, such as gluten free, multi-grain and probiotic. For example, LOHAS consumers spend more than twice as much on sprouted grain and GMO (genetically modified organisms) free products. Organics are on fire with billions 1 in sales, said Marshman-Goldblatt. LOHAS consumers appear to be a major driver of this growth. Where Green Consumers Shop Nielsen and NMI s analysis also shows differences in store choice between LOHAS and non-green consumers. LOHAS and CONVENTIONAL consumers (a segment of the population driven to environmental sustainability by traditional means such as cost savings) spend more in warehouse clubs than other channels, such as grocery stores, drug stores, or supercenters. For example, LOHAS consumers spend 10 percent more in warehouse clubs given the distribution of sales across all shoppers. NATURALITES (health-motivated consumers) and UNCONCERNED consumers tend 1 Products labeled as organic represent more than $4.4 billion in sales in grocery, drug, and mass merchandiser stores, excluding Wal-Mart, 52 weeks ending April 19, 2008, The Nielsen Company. Page 3 of 5

4 to shop in lower cost channels such as supercenters and dollar stores, each segment spending 43 percent more in supercenters than expected. Knowing where green and non-green consumers are shopping provides retailers with an advantage in capturing these consumers purchases, said Hale. Not only do we see LOHAS consumers spend more in certain shopping channels compared to non-green consumers, but we also see LOHAS consumers spend more than non-green consumers in virtually every department of the store, with the exception of the meat department, perhaps as a reflection of vegetarian lifestyles. Nielsen and NMI announced an agreement in February to link NMI s LOHAS Consumer Trends Database (LCTD) with Nielsen Consumer Panel Services. This alignment quantifies LOHAS consumers attitudes, psychographics and behavioral patterns into their actual purchase behavior, providing CPG manufacturers and retailers with a better understanding into LOHAS market and the ability to make smarter eco-decisions about product development, positioning, pricing, communication and distribution to meet LOHAS consumers needs. About NMI NMI is an international strategic consulting, market research and business development company specializing in the health, wellness and sustainable marketplace. Since 1990, NMI has provided unparalleled insight to hundreds of clients around the world. NMI is the only source for LOHAS data, currently available in the U.S., Europe and Asia. For more information on NMI s proprietary research tools (including NMI s annual LOHAS Consumer Trends Database study), customized research services and insightful market reports, visit NMI s web site at About The Nielsen Company The Nielsen Company is a global information and media company with leading market positions in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics), mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit, Page 4 of 5

5 Nielsen s Consumer 360 Conference ( is the consumer packaged goods (CPG) industry s premier educational and networking event, attended by more than 1,000 CPG manufacturers and retailers. In keeping with this year s theme, Make It Matter, industry leaders will offer insights for CPG companies to understand where to play, who to target, what to offer and how to execute. This year s conference takes place in Phoenix June 3 5. # # # Page 5 of 5