LOHAS Shoppers Holding Retailers Accountable

JULIE GALLAGHER

DALLAS — Retailers interested in courting shoppers who fall into the lucrative LOHAS (Lifestyles of Health and Sustainability) consumer segment must adopt a holistic approach when branding themselves as a sustainable grocer. “It’s not about one thing you do, it’s about everything you do,” Maryellen Molyneaux, president of the Natural Marketing Institute, told attendees yesterday at the Healthy Foods International Exposition and Conference here. “These consumers demand the best, not only when it comes to healthy options, but corporate citizenship. This has very much to do with a store’s overall corporate messaging.” Safeway is successfully imparting its message, she said. “It’s done a very good job of attracting its consumers and making its messaging meaningful across the store.”

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