Data & target groups

LOHAS - sustainable lifestyle

Lifestyleof Health andSustainability

The target group of the LOHAS refers to consumers who prefer a health-conscious and sustainable lifestyle ("lifestyle of Health and sustainability"). Thiss customerssegment usually mostly a products and services that are both environmentally friendly are as well as promoting personal well-being promote.

The group of LOHAS group has grown in the last 20 years, as more and more people in industrialized nations have developed an increased awareness of environmental problems and health issues. And geographically, toocan can be with our Nexiga-data, the target group well identified.


LOHAS - a lucrative target group 

Judith Rakers, former Tagesschau presenter, has started a new career. career: She runs an online store for homefarming and sells natural products in stores for people aged between 30 and 40 who want to pay attention to health and the environment, i.e. for the LOHAS target group. LOHAS target group.

LOHAS consumers are actively looking for ways to minimize their ecological footprint. This can be done in everyday life by consuming organic food or using energy-saving options, or by supporting companies that promote sustainable production methods. The purchase of fair trade products and the use of environmentally friendly means of transportation, for example, also play a role here.

The market for LOHAS is not limited to specific goods or services; rather, it permeates a variety of industries, including food, fashion, travel, energy, and even financial services. LOHAS are considered critical, creative, progressive, curious and idealistic. Many of them have an upper income and like to invest in sustainable products.

In economic terms, the LOHAS target group is extremely attractive. They tend to be well-educated and financially affluent, making them a customer group with strong purchasing power. Companies that develop products and services that align with the values of sustainability and health can effectively target this demographic segment and gain a competitive advantage.


Important product groups for LOHAS are:


  • Fair trade products (fair trade)
  • Organic and locally grown food and personal care products
  • Natural household products (paper products and cleaning agents)
  • Hybrid and electric cars as well as cargo and city bikes
  • Green and sustainable building
  • Sustainable tourism, ecotourism
  • Energy-efficient appliances
  • Socially responsible investments
  • Alternative and preventive medicine (naturopathy, Chinese medicine, etc.)

Where LOHAS can be found  

The LOHAS target group is diverse and can be found in various cities and residential areas, often in quiet locations on the outskirts of cities. Preference is also given to residential areas with old buildings from the Gründerzeitwhich are popular with people who value aesthetics, history and a high quality of life and are characterized by the following features:


  • High purchasing powerResidents of these neighborhoods often have an above-average income. They value quality, comfort and lifestyle.
  • Historic architectureThe buildings date from the 19th and early 20th centuries and are often magnificently designed. High ceilings, stucco decorations and large windows are typical of this era
  • Proximity to storesrestaurants, cultural and leisure facilities is a plus.
  • Well-kept surroundings: The streets are usually well maintained. Green spaces, parks and avenues add to the attractiveness.
  • ExclusivityLiving in a Wilhelminian style district is considered prestigious. Demand for real estate is high, which influences prices accordingly. 

Location intelligence with lifestyle data 

Geographical data on lifestyle segments provides insights into the economic potential of a region and helps to select suitable locations for stores or services.


  • Market analysisData on target groups enables companies to analyze the market and identify potential customers.
  • Location selection and expansionLocations that are easily accessible for the target group are often more attractive as they offer greater customer potential. Areas with a similar population can be considered for new locations.
  • Pricing strategyCompanies can adapt their pricing strategy to the purchasing power of the target group.
  • MarketingData on target groups helps with the targeted placement of advertising and marketing campaigns.


Overall, lifestyle data is a valuable tool for companies to make informed decisions about locations and markets.

You can find more information about target group analysis here.

Spatial distribution of LOHAS households

For a supra-regional overview, our map (PDF) at zip code level in Bavaria shows the spatial distribution of LOHAS households as an index value in relation to Germany as a whole (value = 100). This target group is particularly well represented in the south of Munich in municipalities such as Gräfelfing, Grünwald and Pullach, with an index value of 130 or more, which is 30% or more above the national average.


Detailed insights into spatial distribution can be obtained at more detailed levels such as residential neighborhoods or Micro postal code from Nexiga. An approximation is also possible via our building data is also possible.

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