What just happened? Have Americans turned their backs on the more natural approaches to health and fitness that they pursued in the last few years? For those that champion the availability of a wide range of wellness products and the ability for consumers to take control of their own welfare, the current trend--at first look--appears grim. That is, until one takes a closer look at the consumption habits of LOHAS consumers.
LOHAS consumers helped drive the popularity of herbs and vitamins. Although these supplements still have a following, consumers have grown more cautious of new items trying to steal the spotlight as the "in" ingredient. They want products that work, that are convenient and that fit into a diet that provides health --without sacrificing the taste and experience associated with more traditional foods. "Functional foods" meet many of these criteria.