The Nielsen Company

The Nielsen Company

April 24, 2009 16:00 ET

Canadian Shoppers Support a Healthy Planet and a Healthy Lifestyle

NMI and Nielsen Canada Deliver Deeper Insight into the Green Marketplace

MARKHAM, ONTARIO--(Marketwire - April 24, 2009) - In the spirit of Earth Day and environmental awareness, Canadian Consumer Packaged Goods (CPG) manufacturers and retailers can respond to the needs of an important consumer segment using in-depth insights available only through a collaboration between Natural Marketing Institute (NMI), the leading market research and strategic consulting firm specializing in health, wellness and sustainability, and The Nielsen Company of Canada.

The alliance, the first of its kind in Canada, brings in-depth insights into NMI's Lifestyles Of Health And Sustainability (LOHAS) consumer segmentation model and expertise to the Canadian market. LOHAS has become the global currency to describe and quantify consumer attitudes and behaviour with respect to the environment and corporate social responsibility.

As with the existing collaboration between the two companies in the United States and other countries, Nielsen Canada has incorporated NMI's proprietary segmentation model into its Homescan® Consumer Panel and Spectra BehaviourScape™ Framework, enabling NMI and Nielsen Canada to quantify LOHAS consumers' attitudes, psychographics and behavioural patterns into their actual purchase behaviour.

"NMI's strategic alignment with Nielsen and commitment to providing unparalleled consumer insight allows us to provide linkage of hundreds of attitudes, lifestyle measures, psychographics, and other topics based on actual consumer buying behaviour," says Patti Marshman-Goldblatt, senior vice president, NMI. "This delivers actionable information that no other company can provide."

According to NMI's segmentation, nearly one-quarter of Canadian households can be categorized as LOHAS. Additional studies conducted by the two companies reveal greening behaviours:

- More than 90% of Canadians recycle.

- The vast majority believe that considering the impact of their actions on the environment is not too difficult.

- Close to one-half of Canadian households report purchasing as many green or eco-friendly products as they can, with one quarter who are wiling to pay a premium for environmentally friendly and sustainable products.

With this information in-hand, Canadian CPG manufacturers and retailers will benefit from an enhanced understanding into the LOHAS market and have the ability to make smarter "eco-decisions" about product development, positioning, pricing, communication and distribution, as well as measure the effectiveness of LOHAS-targeted products and promotions.

"This alliance builds on the proven successes we have had with NMI in other markets," says Todd Kaiser, vice president, Nielsen Homescan Custom Research & Segmentation. "This is a totally unique product in Canada and a particular benefit to companies operating in North America, as they will have a clear snapshot of the needs and behaviours of LOHAS consumers in the total region."

About LOHAS and NMI

LOHAS describes an integrated, rapidly growing $209 billion market for goods and services that appeals to consumers who have a meaningful sense of environmental and social responsibility and incorporates those values into their purchase decisions. NMI has quantified the LOHAS market and consumer since 2002, currently with six years of trended insight and data.

NMI is an international strategic consulting, market research and business development company specializing in the health, wellness and sustainable marketplace. Since 1990, NMI has provided unparalleled insight to hundreds of clients around the world. NMI is the only source for LOHAS data, currently available in the U.S., Canada, Europe and Asia. For more information on NMI's proprietary research tools, customized research services, and insightful market reports, visit NMI's web site a

About The Nielsen Company

The Nielsen Company is a global information and media company with leading market positions in marketing information, media information, online intelligence, mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in New York, USA. For more information, please visit

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