NMI's 2008 Consumer Segmentation Model
(% general population U.S. adults...) 

File:Segmentation pie2.jpg
Source: 2008 LOHAS Consumer Trends Database

NMI Announces New LOHAS Consumer Segments
Comprehensive NMI research and statistical analysis within the LCTD identifies five U.S. consumer segments based on their attitudes toward health, wellness, and sustainability. These segments are mutually exclusive and have been proven invaluable for consumer target identification, as well as comparing similarities and differences between various consumer groups.

Ultimately, NMI’s proprietary LOHAS segmentation model enables companies to measure commonalities and differences between five LOHAS proprietary consumer groups, the general population, and other consumer groups (of your choice).

In 2006, NMI updated the previous model to better represent current market conditions. This reflects the complexity of the LOHAS market and the increasingly subtle, yet important, differences that distinguish one segment from another.

Over 175 variables, later narrowed to approximately 25, were used to conduct this statistical analysis. Techniques such as exploratory factor analysis, confirmatory factor analysis, migration analysis, and K-means segmentation were utilized to ensure the optimal solution.

The five new LOHAS consumer segments are:

LOHAS: 17% (36 million) LOHAS consumers are dedicated to personal and planetary health. Not only do they make environmentally friendly purchases, they also take action – they buy green products, support advocacy programs and are active stewards of the environment.
NATURALITES: 17% (36 million) Focused on natural/organic consumer packaged goods with a strong health focus when it comes to foods/beverages. They are not politically committed to the environmental movement nor are they driven to eco-friendly durable goods.
DRIFTERS: 24% (50 million) This segment has good intentions, but when it comes to behavior, other factors influence their decision more than the environment. Somewhat price sensitive (and trendy), they are full of reasons why they do not make environmentally friendly choices.
CONVENTIONALS: 26% (56 million) This very practical segment does not have green attitudes but do have some “municipal" environmental behaviors such as recycling, energy conservation, and other more mainstream behaviors.
UNCONCERNED: 16% (34 million) The environment and society are not priorities to this segment. They are not concerned and show no environmentally-responsible behavior.
The LOHAS segment is further divided between "LOHAS Leaders" and "LOHAS Followers".

LOHAS Leaders are top-of-the-pyramid opinion leaders and early adopters when it comes to green and healthy initiatives. They are an optimal target for new and innovative sustainable products.

LOHAS Followers' behavior is slightly moderated as compared to Leaders but they are still cutting-edge consumers across most attitudes and respective product purchasing dynamics.”