50% off LOHAS Asia Market Research Reports

April 4, 2011 - PRLog -- Latest results from the documentary film “THE (R)EVOLUTION” indicate that there are 200 million cultural creatives globally feeding the demand for a LOHAS marketplace. In January 2010, the Natural Marketing Institute (NMI) and LOHAS Asia’s first in-depth survey on LOHAS consumers in Asia-Pacific produced surprising and encouraging results indicating an excess demand across 10 Asia countries.

This new research shows how fast the idea of “green” is being adopted in Asia. More than just a sustainability trend, it's a multi-billion dollar market and companies are starting to get serious about it.

The eco-savvy consumers of today are called LOHASians. LOHAS stands for Lifestyles Of Health And Sustainability and represents a social movement that has conscious consumption at the centre of its values. LOHASians place equal value on personal and planetary health.

The biggest reason for not buying green products in Asia is lack of availability, not demand. If you then factor in the willingness to pay a price premium, we see a market that is primed for rapid expansion.

Get 50% off all Asia Pacific LOHAS Market Surveys  - offer available until April 30th

Reduced from $2,000 per country to US$1,000 per country or US$9,000 for all 10 reports.

Conducted in January 2010, the country surveys are available for:

Australia
China
Hong Kong
India
Indonesia
Malaysia
The Philippines
Singapore
South Korea
Thailand



What the new studies reveal
In January 2010 LOHAS Asia partnered with The Natural Marketing Institute in pioneering LOHAS Consumer Research in Asia-Pacific, conducting an online survey across 10 countries. More than 18,000 consumers were surveyed, to provide in-depth research on the LOHAS consumer and marketplace across the following countries: Australia, China, Hong Kong, India, Indonesia, Malaysia, Philippines, Singapore, South Korea and Thailand.

These surveys reveal that when marketing environmentally-friendly products and services, four consumer segments can be identified as targets for companies.

1) LOHAS: strong views regarding personal and planetary health, which are widely reflected in their behaviour. They are heavy users of green products and exude a strong influence over the other segments.

2) Naturalites: interest in protecting the environment is mainly a byproduct of their drive to be healthy and is reflected in their consumption of natural and organic products, as well as gym memberships etc.

3) Drifters: have a shifting commitment to most issues, including sustainability. As the youngest segment, drifters are steered by the latest trends and more likely to view price as a roadblock to green living.

4) Conventionals: not particularly environmentally-conscious in attitude, they are practical consumers whose energy-conservation and recycling efforts can make them a viable target for some marketers.
 
Value in the LOHAS brand
Companies gaining the leading edge recognize that customers expect them to act more so than do their under-performing competitors, are more interested in lowering their carbon footprint, and are much more in tune with creating the image that they care.

They associate environmentally sound practices with their brand image to consumers and the industry, and associate these practices with their ethical responsibility to the community in anticipation of stealing market share as the customer’s green demands grow. Some examples from the region are listed below

Japan
- Coca-Cola’s latest bottled water launch is called I LOHAS due to the
use of cornstarch bottles that compact to a very small size by twisting
when disposed.
- One of the latest launches in business hotels is the Super Hotel
LOHAS Nara in Kansai at the JR train station, more are planned.

Taiwan
   - My LOHAS magazine has been in publication for almost six years.
- Kaoshung County publicises itself as LOHAS! in their tourism
brochures.

China
- One of the biggest magazine launches in Shanghai in 2008 was
LOHAS (lehuo) magazine using actress Zhang Ziyi on the cover.
Hong Kong
- An MTR station, opened July 2009, is called LOHAS Park, after
the development above the station that promotes healthy living.

Singapore
- The marketing campaign to Taipei in late 2008 from the
Singapore Tourist Board was ‘Uniquely LOHAS Singapore’.

Malaysia
- One of Sunway City’s latest developments (Rymba Hills) is
promoted as a LOHAS development due to its natural surroundings.



The LOHAS study utilised a leading online research firm and was designed, managed and analysed by NMI and LOHAS Asia. For more information about the above mentioned reports or for custom analysis of the LOHAS consumer in Asia please contact Liz Smailes, PR & Communications Director at liz@lohas-asia.org or visit www.lohas-asia.org

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Lifestyles of Health and Sustainability (LOHAS) describes a multi-billion dollar marketplace for goods and services focused on health, the environment, healthy and sustainable living. Asia-Pacific LOHAS is an information hub for all things LOHAS in Asia.