ST. PETERSBURG, Fla., (April 17, 2009) – ST. PETERSBURG, Fla., (April 17, 2009) – Catalina Marketing recently conducted research to better understand weight management and associated consumer buying behavior. Privacy-protected purchase data 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.”

“All factors taken into consideration, our objective is to help clients thrive, not just survive, during tough times. Powerful analytics and sophisticated segmentation models are leveraged to produce highly-actionable insights,” explained Sharon Glass, Catalina Marketing’s Vice President, Health and Wellness. “With precise data as the foundation for each campaign, these proven strategies provide the framework for the development of customized, revenue-generating health and wellness solutions.”

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 consumer driven 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.”

Based in St. Petersburg, Fla. Catalina Marketing Corporation (www.catalinamarketing.com) was founded on the premise that communications to consumers consumer driven off actual purchase data 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 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.

Certain statements in the preceding paragraphs are forward-looking, and actual results may differ materially. Statements not based on historic facts involve risks and uncertainties, including, but not limited to, potential complications, hardware and software issues and delays related to the schedule, installation and operation of color printers, the effectiveness of color printers to increase sales and redemption rates or provide a more effective advertising medium, the changing market for promotional activities, especially as it relates to policies and programs of packaged goods and pharmaceutical manufacturers and retailers, government and regulatory statutes, rules, regulations and policies, the effect of economic and competitive conditions and seasonal variations, actual promotional activities and programs with the company's customers, the pace of installation of the company's store network including as it relates to the installation of color printers in existing and future retail channels, the acceptance by the company’s manufacturer clients and retailers of color printers and related new and additional terms and conditions, the success of new services and businesses and the pace of their implementation, the company's ability to maintain favorable client and retailer relationships, and the outcome and impact of the pending shareholder class action and derivative lawsuits.

SOURCE: Catalina Marketing Corporation

Media Contact:
Rachel Keener, Senior Director, Corporate Communications 
Catalina Marketing Corporation 
727-579-5763


Investor Contact:
Barry Brindise, Senior Vice President, Finance
Catalina Marketing Corporation
727-579-5000