LOHAS shopping behavior Germany 2023

In 2022, around 86 percent of LOHAS (lifestyle of health and sustainability) followers in Germany were prepared to pay more for good quality products, compared to 54 percent of the population. The survey was conducted in Germany in 2023 among respondents aged 14 years and older.
The Allensbach Market and Advertising Media Analysis (Allensbacher Markt- und Werbeträgeranalyse or AWA in German) determines attitudes, consumer habits and media usage of the population in Germany on a broad statistical basis.

Shopping behavior of people following LOHAS (lifestyle of health and sustainability) in Germany in 2023

Characteristic	LOHAS	Population
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Release date

June 2023

More information

Region

Germany

Survey time period

2023

Age group

14 years and older

Method of interview

Face-to-face interview

Supplementary notes

Information on population:
Base: German-speaking population aged 14 years and older in private households in the main place of residence in the Federal Republic of Germany

Information on total sample:
2023: 23,524 respondents, representing 70.08 million people.

Information on target group LOHAS – lifestyle of health and sustainability:
2023: 3,359 respondents, representing 9.80 million people.
LOHAS includes a group of people who make their consumer and life decisions based on health and sustainability.
More detailed information on defining this target group is available here, on page 17.

Information on methodology available here.

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