Our Reader Demographic

A $290 billion marketplace exists for goods and services that focuses on health, the environment, social justice, personal development and sustainable living. The consumer participating in this lifestyle is the typical Natural Awakenings reader… representing one in four adult Americans or 41 million people!

Our Readers:

  • 61.5% have been reading Natural Awakenings for more than two years
  • 21% purchase from our advertisers between one and three times per month
  • 34.7% share their monthly copy of our magazine with two or more additional readers
  • 80.5% are female
  • 48.6% are between 35 and 54 years of age
  • 59.8% have one or more college degrees
  • 57% have an annual income in excess of $45,000 per year
  • 89.1% purchase healthy or organic food
  • 51.5% attend spiritual or healing events
  • 45.9% attend exercise or fitness events

The Healthy Lifestyle Marketplace

One in four adult Americans are part of this $290+ billion marketplace for goods and services in the categories of health and wellness, the environment and ecological living, social justice, personal development, spirituality, and socially responsible investing.

Market Segments

Personal Health
Market Size

Green Building
Market Size

Market Size

Market Size

Natural Lifestyles
Market Size

Alternative Energy
Market Size


Total U.S. LOHAS Markets*
(Lifestyles of Health and Sustainability)

This marketplace is our readership!

*The Natural Marketing Institute estimates that this number has a 10-15 percent annual growth rate.