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Targeting the LOHAS Consumer Segment

What is LOHAS?

LOHAS describes a specific consumer segment and marketplace consisting of individuals with Lifestyles Of Health And Sustainability. The term was originally coined by sociologist Paul Ray who ”found that nearly 25% of the U.S. population identified the concepts of health, sustainability and social justice as major elements forming their world view and how they chose to live their lives.”[1]

Consumer segments designed to be rather homogenous in nature. The goal is to assign shared values and worldviews which translate into lifestyles which again reflect specific purchasing behaviors. The LOHAS segment values Health and Sustainability, meaning individuals place bigger focus on factors like sustainable sourcing, corporate social responsibility and ethical animal treatment, rather than focus on price and quality of the product alone. Since their definition of quality encompasses more than just a product’s functionality, businesses who engage in sustainable business practices and who exhibit high levels of transparency are recognized as providing higher quality products and services and the LOHAS segment is willing to pay a premium for supporting their lifestyle.[2]

Our Approach

High Choice Feeders is the ideal candidate to serve the LOHAS segment, because we specialize in natural, non-hormone-treated and Global Animal Partnership (GAP) programs. We offer Natural/NHTC Cattle Feeding, and our commitment to ethical treatment of cattle made us the winner of the Certified Angus Beef ® (CAB®) brand’s 2017 Feed yard Commitment to Excellence Award at the CAB annual conference in Nashville. High Choice Feeders employs  a team of facilities managers, nutritionists and veterinarians to take care of your cattle.  Our yard management and environmental controls consistently exceed industry standards. Learn more about our approach to Sustainability here.

What does this mean for our Customers?

According to the Rep Trak, individuals’ perception of a company is often more important than their perception of their product meaning promoting relevant LOHAS elements through sustainable sourcing and general social responsibility is a major opportunity to improve your reputation and long-term bottom line.[3] You are welcome to incorporate High Choice Feeder’s approach to Sustainability in your customer-facing communications.

LOHAS consumers are also willing to pay more and usually possess an above-average disposable household income. Attracting this audience by promoting High Choice Feeders’ products can be a crucial factor to expand your market reach into higher-income segments. It also provides an opportunity to attract a younger demographic of millennials and GenZ consumers which are relevant for long-term business development.

Learn more about how High Choice Feeders service relates to health and sustainability-related topics:


[1] http://www.lohas.com.au/what-lohas

[2] https://www.cyberclick.net/numericalblogen/who-are-the-lohas-target-market-segment

[3] https://www.reptrak.com/