NMI, Nielsen to provide CPG manufacturers with in-depth LOHAS marketing info

PHILADELPHIA The Natural Marketing Institute and the Nielsen Company on Tuesday announced an agreement to provide in-depth insights into NMI’s Lifestyles Of Health And Sustainability consumer segmentation model and expertise, providing consumer packaged goods manufacturers and retailers with a better understanding of the $209 billion LOHAS market and the ability to make smarter “eco-decisions” about product development, positioning, pricing, communication and distribution to meet LOHAS consumers’ needs.

Nielsen will incorporate NMI’s proprietary segmentation model into its Homescan Consumer Panel and Spectra BehaviorScape Framework, enabling NMI and Nielsen to quantify LOHAS consumers’ attitudes, psychographics and behavioral patterns into their actual purchase behavior.

“Together, NMI and Nielsen offer an unparalleled level of ongoing insight into the LOHAS marketplace that no other company is able to provide,” stated Patti Marshman-Goldblatt, senior vice president at NMI. “For manufacturers and retailers, a key benefit of this relationship is the prospect of attaining and tracking greater ROI by identifying and targeting shoppers across the whole spectrum of LOHAS consumers and their varying degrees of eco-engagement.”

“Our collaboration provides CPG manufacturers and retailers with actionable insights, enabling them to intimately understand the LOHAS consumer, including where they live, where they shop and what they buy,” stated Tim Kregor, segmentation and targeting product leader of Nielsen Consumer Panel Services. “By working together, we can help companies develop meaningful eco-consumer strategies.”