Understanding the Canadian LOHAS Consumer
The Natural Marketing Institute, April 2010, Pages: 69
Canada, a nation of 34 million people, is often seen as the US’ quiet neighbor to the north, and one that falls between the US and Europe on the ideological sustainability spectrum. Too often, consumer research in Canada relies on applying some basic assumptions to US research, leaving the researcher with, at best, a fuzzy marketplace snapshot.
Fortunately, with this report, that is no longer the case for the LOHAS market. In 2009, NMI conducted the first thorough primary analysis of the LOHAS (Lifestyles Of Health And Sustainability) consumer marketplace in Canada.
NMI's research confirms that, in many ways, Canada does have a greener population than the US, but that this is not universally the case. Canadians are clearly concerned practitioners of many environmental and socially-conscious habits. But, they also have a fervent practical streak that precludes some deeper green behavior and identifies areas where barriers need to be broken down, such as price, green product proof points and benefits, and skepticism of corporate claims.
It is also clear that Canada should not be treated monolithically – significant differences are evident between geographic regions, making some much more opportunistic for LOHAS marketers to pursue.
This report is a comprehensive analysis of sustainability-related consumer opinion in Canada, behaviors, their application to the LOHAS product marketplace, and other key metrics for understanding how to market LOHAS products and services in Canada. As applicable, these results are compared to US, European, and Japanese data to give the reader a sense of how Canada fits in the international LOHAS market.
This research project also relies on NMI’s international LOHAS segmentation model, which is described in the next section. This same model has been used in every country where NMI conducts LOHAS research in order to facilitate comparisons between countries.
Introduction
NMI's Canadian LOHAS Segmentation
- NMI's LOHAS Consumer Trends Database™ Summary Overview
- Segmentation Methodology
- The NMI LOHAS Segments in Canada
- Regional Segmentation Differences
- LOHAS Segmentation Differences: Canada and the US
- Meet Laurel, a LOHAS Consumer
- The LOHAS Consumer – Demographic Profile
- Meet Nancy, A NATURALITE
- The NATURALITE Consumer – Demographic Profile
- Meet Dave, a DRIFTER
- The DRIFTER Consumer – Demographic Profile
- Meet Frank, a CONVENTIONAL
- The CONVENTIONAL Consumer – Demographic Profile
- Meet Ernie, an UNCONCERNED
- The UNCONCERNED Consumer – Demographic Profile
- Sustainability Behaviours Move from ‘Concern about Me’ to ‘Concern about All’
- The LOHAS Concept Merges Personal and Planetary Health
- LOHAS Consumers Are Early Adopters of Eco-Friendly Products
- All Segments are Important BUT LOHAS Consumers Drive Trends & Influence the Mainstream
- Sustainability Actions are a Commitment
Summary of Key Findings
- Canadian vs. American Differences
- Buying Behaviour and Impact on Shopper Programs
- Packaging Issues
- CSR Issues
Key US vs. Canadian Differences
- More Canadians Concerned About Environmental/Health concerns Than Americans
- Canadians More Concerned About Certain Social/Economic Issues vs. Americans
- Sustainability is a Global Trend – Behaviour Changes Will Vary by Culture With Convergence Over Time
- Paying Premium for Sustainability is Tempered by Broad-Based Concerns About Price
- Many Canadians Are Staunch Recyclers; US Lags
- Canadians Most Likely to Be Amenable to Paying a Premium for Green
Buying Behaviour
- LOHAS And NATURALITES More Likely to Claim to Buy Green
- Consumers Eager for More Environmentally-Friendly Choices…
- ...But Are Concerned About Price and Sacrificing Quality
- LOHAS Consumers Claim to Be Willing To Invest More In Environmentally Friendly And Sustainable Products
- Barriers to Buying Green
- Current Usage/Ownership of Green Categories
- Environmentally-Friendly Lawn & Garden Product Users More Likely LOHAS Than GP
- Strong Canadian Interest in Environmentally-Friendly Versions of Consumer Packaged Goods
- Top Drivers for Food/Beverage Purchases
- Seals, Certifications Have Impact Among Certain Consumers
- Recognition, Understanding, Impact of Seals & Certifications Varies…Opportunity for Education
- Recession May Be Accelerating Sustainable Behaviors
- Channels Shopped
Packaging Issues
- Awareness of Terms Related to Packaging
- Majority Concerned About Excess Packaging Filling Landfills, Especially LOHAS
- Consumers Have Strong Opinions About Over-Packaging, But Are Less Motivated To Act
- Consumers Want to Know What Companies Are Doing to Use Less Packaging
- Packaging Drivers Most Important to LOHAS Segment for Food and Beverage Purchases
- Majority of Consumers Care About Using Products Made From Recycled Materials…Key Packaging Implications
CSR Efforts
- CSR Important to A Majority of Consumers...Higher in Canada
- ...And Caring About CSR Translates to Purchases
- CSR is Relevant & Motivating to Most Consumers
- Few Consumers Aware of CSR Branding Efforts – Opportunities for Increased Communication
- Most Want Someone Else to Endorse CSR; Primarily a Non-Profit
- Specific CSR Activities Consumers Want to See From Companies
- News Stories Are Most Preferred Source of Information About CSR Efforts
- Top Information Sources More Preferred By LOHAS vs. Other Segments
- Corporate Sustainability Efforts Most Impact LOHAS And Least Impact UNCONCERNEDS
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