Canadian Shoppers Support a Healthy Planet and a Healthy Lifestyle

    NMI and Nielsen Canada Deliver Deeper Insight into the Green Marketplace

    MARKHAM, ON, April 24 /CNW/ - 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(R) Consumer Panel and Spectra
BehaviourScapeTM 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

    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

    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

For further information:

For further information: Jayne Flinn Burton, (905) 943-8343,

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