Critical and strong buyers: LOHAS moves the markets

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LOHAS is the acronym for "Lifestyle Of Health And Sustainability". LOHAS stands for a lifestyle, but also for a globally growing consumer group. LOHAS consumers are young, critical, successful — and most importantly strong buyers. What influence do these "conscientious consumers" have on the individual market segments? And what consequences does that have for the packaging industry?

LOHAS consumers are characterised by very selective product choices and place high value on brands — and, of course, on the product claims of the purchased items in terms of health and sustainability. Many of them have above-average incomes. In the USA, for example, nearly 20% of all consumers fit the LOHAS profile, and also in the European and Asian markets the demand for relatively high-quality, trustworthy products has increased significantly, with a continuing upward tendency. No wonder then that market researchers worldwide are paying more and more attention to LOHAS and consider their mentality to be a growing contemporary market segment.

LOHAS nature demands a packaging revolution

The "organic effect" was noticeable very early on in the food industry. Organic products and foodstuffs from fair trade agreements are pleasing food producers with annual growth rates. Meanwhile there is hardly a food article left that is not available in an organic variation. Relatively new by contrast is the growth of the market for "nutraceutical" products — foodstuffs that claim to deliver an additional medical or at least health-promoting function. It is expected that the LOHAS movement will accelerate these tendencies and shifts even further: more and more consumers are subscribing to these social convictions — the consumers' value consciousness is growing at a rapid pace.

In light of this special characteristic of LOHAS consumers and the prospect of stiff competition in this hitherto practically untapped market, food producers will be forced to involve themselves in a sustainable packaging revolution.

Sustainability: the key to success

There's no question about it: Innovative food packaging can reduce environmental effects already during production. Packaging machine manufacturers will be forced to focus increasingly on the needs of customer groups such as LOHAS. Economic standstill must not be allowed to hinder the development of cost-effective technologies. The goal must be to reduce costs through innovative technology while increasing productivity, all the while supporting manufacturers in their pursuit of environmentally friendlier and therefore more sustainable production. Sustainability and lasting value are the keys to success. This awareness has already led several manufacturers to bank on sustainable production and to communicate this. One example is provided by Bosch Packaging Technology. Here the focus is on ultrasound sealing technology for vertical bag (forming, fiööing and sealing) machines for food and confectionary packaging. Ultrasound sealing is suited for the bonding of thermoplastic packaging materials and works with vibrations in the ultrasonic spectrum. These vibrations ensure strong, airtight seams on stand-up pouches, as well as tube and side-fold bags. Ultrasound sealing technology is an alternative to heat sealing and is suited for sealing traditionally heat-sealed polypropylene and polyethylene film packaging. The main characteristic of this process is the fact that the heat necessary for sealing is generated by ultrasonic waves, which allows a more gentle packaging of sensitive products such as confectionary and frozen foods. Intensive cleaning of the sealing area is no longer necessary, since contrary to heat sealing there is no melting of products. This significantly reduces down time. The ultrasound process seals packages reliably, even through liquids or products. Since sealing occurs without the use of a heating element, manufacturers can forego multiple-layer sealing areas of packaging film, thus reducing material costs.

Blind consumption will become a "no go"

The LOHAS movement will increasingly demand more brand presence from the packaging industry, to place the brand more in the foreground. With or without LOHAS: a growing number of consumers are interested in what they eat and drink, what they wear and what their children play with. Blind consumption with price being the only consideration will become an ever-stronger "no go" for self-determining and responsible consumers. Products must heighten wellbeing, facilitate a clear conscience, and feature environmentally friendly production and packaging. But aesthetics, style and design are also important. While classic advertising channels are loosing effectiveness, packaging design increasingly takes on the role of marketing communication. It delivers the messages that support this new trend phenomenon. The LOHAS consumer group does not have much in common with the greens from the eighties. LOHAS consumers are young, critical, successful — and most importantly strong buyers.

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