It includes organic and natural food and beverages, energy efficient appliances, eco-furnishings, non-toxic toys, lifestyle publications, self-help tapes, and spiritual activities.
It also includes health and fitness supplements, eco-tourism, health and sustainability events, green energy, carbon offsetting, public and low-energy transport, green building, and socially responsible investment.
LOHAS consumers are strong advocates for products and services that work and match their values.
They are willing to pay more for sustainable products and services but this is affected by a number of other factors including quality.
The value of the LOHAS market in Australia in 2007 was estimated to be A$12 billion and US$209 billion annually (business to consumer) in the United States. It was estimated to be worth Yen 4.1 trillion annually in 2001 in Japan. The current market for LOHAS-type products and services in the New Zealand domestic market is estimated to be NZ$2 billion.
LOHAS markets are projected to grow rapidly in the coming years, with most researchers agreeing that the markets are expected to double in size by 2010. Growth is being driven by a number of factors such as increased climate uncertainty, resource shortages and new product and service development.
