The Natural Marketing Institute and Nielsen Partner

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The Natural Marketing Institute (NMI), a market research and strategic consulting firm specializing in health, wellness and sustainability, and The Nielsen Company have formed a partnership to provide in-depth insights into NMI’s Lifestyles Of Health And Sustainability (LOHAS) consumer segmentation model and expertise. The relationship provides consumer packaged goods (CPG) manufacturers and retailers with a better and enhanced understanding into 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,” said Patti Marshman-Goldblatt, senior vice president, 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.”

NMI and Nielsen’s relationship enables companies to identify opportunities for new brands and existing products, as well as understand which categories and brands are most relevant to the LOHAS consumer and measure the effectiveness of LOHAS-targeted products and promotions. Combined data is available for analysis now.

“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,” said Tim Kregor, segmentation and targeting product leader, Nielsen Consumer Panel Services. “By working together, we can help companies develop meaningful eco-consumer strategies.”


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