Sep 25

Spa Business – Targeting The Loahs Segment

Are you wondering what LOAHS means? LOHAS is an acronym for Lifestyles of Health and Sustainability, a market segment focused on health and fitness, the environment, sustainable living, and social justice.

LOHAS is a recognized market segment in the USA, Western Europe and Asia. Generally composed of a relatively upscale and well-educated population, this segment accounts for approximately 19% percent of the adults in the U.S., or 41 million people.

What about Europe? A new survey has revealed that Europeans are 50 percent more likely to buy environmentally-friendly products than Americans. The survey also shows that Europeans are 25 percent more likely to buy and to try to influence their family and friends to buy green goods and be environmentally conscious. This new green consciousness has filtered into everyday European life.

The eight countries featured in the survey were Belgium, Germany, Spain, France, Italy, the Netherlands, Portugal and the United Kingdom. Covering information such as what people think about health and environment, how they affect their lives, where they buy environmentally-friendly goods and services, what motivates their choices, and their attitudes about corporate environmental and social responsibility.

The results also shows that Europeans are 32 percent more likely to buy organic or environmentally friendly services and products, despite the fact that the researchers found that Europeans are approximately 25 percent less likely than American shoppers to pay more for them.

The spa business across Europe is growing rapidly, but only a little proportion of the population actually attends spas with any regularity. Compared with the 32.2 million active spa goers in the States, the European market still has potential. Italy is the most active market, with 10.7 million active spa-goers, according to ISPA’s recent study, Germany is next in line with 9.5 million spa goers, followed by the UK with 5.3 million spa-goers, Spain with 5.0 million spa-goers and France with just 4.8 million active spa goers.

The LOHAS segment represent a new exciting opportunity in increasing market shares for European Spa operators. The hot-spot has naturally evolved from selling features to benefits, then emotions. Now is time to trade a new culture of quality of life and wellbeing.


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