60 / 231
Brasil
PackTrends
2020
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