CATALINA MARKETING DEVELOPS SOPHISTICATED WEIGHT MANAGEMENT SEGMENTATION MODELS
BRINGING CLARITY TO COMPLEX CONSUMER BEHAVIORS

ST. PETERSBURG, Fla., (April 17, 2009) – Catalina Marketing recently conducted research to better understand weight management and associated consumer buying behavior.  Privacy-protected purchasedata of qualifying shoppers was integrated with attitudinal insights representing 4,000 consumers.  In total, more than 66 million US households, equating to nearly $30 billion in related weight management product sales, were analyzed. 

“Understanding an individual’s weight management behavior is extremely complex because consumers approach nutritional and dietary regimes differently,” said Sharon Glass, Catalina Marketing’s Vice President of Health and Wellness.  “Each consumer’s commitment level to a specific plan varies and the importance of commitment can continually fluctuate.  These collective dynamics make engaging with consumers on an individual preference level complicated.” 

The degree to which consumers’ weight management attitudes and strategies differ is extensive.  Additionally, the level of success in managing or losing weight, specific diets followed, dedication to reading nutrition labels, and overall satisfaction levels vary from person to person.  To improve behavioral insights and transparency, Catalina Marketing aggregated the data into multiple, distinct weight management, shopper segment profiles.  Consumer spending levels were also overlaid and evaluated. 

Weight Management Segmentation Profiles/ Percentage of Qualifying Households:

• 10 percent of households represent the calorie-conscious shoppers.
• 11 percent of households are categorized as low-carbohydrate dieters.
• 16 percent of households make up the fat-reduced segment.
• 27 percent of households are segmented as uninvolved.
• 36 percent of households are non-specific dieters. 

“We all know our overall health is significantly improved by eating healthy foods and making smart nutritional choices.  Catalina Marketing’s primary research objective was to make it easier for manufacturers and retailers to support consumers in their efforts to make healthy, nutritious decisions,” said Glass.  “This unique research has enabled us to create advanced weight management segmentation models-- allowing for more efficient and effective communication exchanges between manufacturers, retailers and consumers.”

About Catalina Marketing
Based in St. Petersburg, Fla. Catalina Marketing Corporation (www.catalinamarketing.com) was founded on the premise that communications to consumers targeted off actual purchase behavior would generate a more effective response. Today, Catalina Marketing is an international company that powers one of the largest and most advanced media outlets in the world- Pointer Media Network (www.pointermedianetwork.com).  Pointer Media enables brand managers, marketers, advertisers, media buyers and media planners to leverage the network’s sophisticated database of 250 million weekly shopping transactions representing buying behavior of nearly 80 percent of American households with direct-to-consumer communication opportunities.  This medium provides an extensive infrastructure of 23,000 retail outlets, 25-years of analytical expertise and an average 80 percent readership rate among target audiences. 

MEDIA CONTACT:
Rachel Keener
Senior Director, Corporate Communications
(727) 579-5763

INVESTOR CONTACT:
Barry Brindise
Senior Vice President, Finance
(727) 579-5000