LOHAS (Lifestyle of Health and Sustainability) is a spreading trend in industrialized
countries. Organic food attracts LOHAS-consumers, if it offers additional values concerning
authenticity, design and convenience. Previous studies deal with consumers
behind the LOHAS-acronym. The present study focuses on food companies. It aims to
identify potentially successful marketing strategies for organic food with regard to the
new target group of LOHAS-consumers. The results of 16 guided interviews with
marketing experts of the organic and conventional food industry provide an overview
of currently practiced marketing strategies. Suitable marketing strategies are identified
by a comparison of LOHAS-expectations from a literature review with the analyzed
information of the interviews
