Sustainability Partnership for NMI and Nielsen

In the US, health, wellness and sustainability researcher Natural Marketing Institute (NMI) has teamed up with Nielsen to provide consumer packaged goods manufacturers and retailers with a better understanding of its consumer segmentation model LOHAS (Lifestyles Of Health And Sustainability).

The LOHAS market is estimated to be worth $209bn and the firms say their partnership will offer clients 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 segmentation model into its Homescan Consumer Panel and Spectra BehaviorScape Framework, enabling the two firms to quantify LOHAS consumers' attitudes, psychographics, and behavioural patterns into their actual purchase behaviour.

Explained Patti Marshman-Goldblatt, SVP of 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.'

The relationship will also help companies identify opportunities for new brands and existing products, understand which categories and brands are most relevant to the LOHAS consumer, and measure the effectiveness of LOHAS-targeted products and promotions.

'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,' added Tim Kregor, Segmentation and Targeting Product Leader for Nielsen Consumer Panel Services.

Founded in 1990, NMI claims to offer the only source for LOHAS data currently available in the US, Europe, and Asia. Marshman-Goldblatt joined NMI in December from Nielsen, where she worked for both the Spectra Marketing consumer demographics unit, and the Homescan CPG panel (www.mrweb.com/drno/news7706.htm ).

Web sites are at www.NMIsolutions.com and www.nielsen.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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