Brasil Pack Trends 2020

BrasilPackTrends2020 60 fatores que influenciam o mercado de bens de consumo LOHAS consumers growth The greater interest in health and well-being has led the growth of a specific segment of consumers, labeled as LOHAS (Lifestyles of Health & Sustainability), whose lifestyle requires products and services aligned with their values and worldview, configured from a greater access to education and information (GLOBAL…, 2008). The purchasing decisions of these people are strongly influenced by healthiness and sustainability criteria. These people seek a balance between a healthy lifestyle and responsible about the impact of individual consumption on the environment and community. The LOHAS should not be confused with “green” consumers, which in general are more radical in relation to the effect of consumption on the environment. LOHAS profile includes features such as: modern, adept to new technologies, which requires transparency of companies and authenticity of their brands, they are skeptical in relation to propaganda, they exchange information with each other about consumer habits, they seek for solutions that offer high quality product with intrinsic other more subjective attributes, such as social responsibility of the manufacturer (GLOBAL..., 2008). Despite being found in developed countries like USA, France, Germany, UK, Australia and Japan, there is evidence, although not scientifically proven, that it is a worldwide phenomenon manifested also in China, India and Brazil. The value of this market in the U.S. was estimated at US$ 209 billion in 2007, with the prospect of great growth in the future due to its high growth rate (GLOBAL.., 2008). A study conducted by researchers from various areas outlined different scenarios for European society, considering awareness about the importance of healthy lifestyle. It is interesting to reflect about the possible impact of these scenarios on consumption, characterized by society intolerance to unhealthy products and habits, strong presence of government in promoting this lifestyle, including offering tax incentives (NUTRITION..., 2004 ). In the configuration of this scenario, in addition to influencer, this factor would become coercive force of food consumption habits and other products and services. PICTURE 2.6 Average monthly expense according to family educational level: 2008/2009 Source: IBGE, 2010