Catalina Marketing releases an in-depth study on weight-management

Catalina MarketingJan 20 2010

Catalina Marketing, which powers the Pointer Media Network, one of the world’s largest print media and consumer-driven marketing vehicles, released an in-depth study today on weight-management revealing devotees of name-brand diets or lifestyles spend, on average, more than $3,400 on groceries per year. However, those who eat largely low-fat foods, regardless of brand, as a lifestyle choice spend just over $800.

“Today’s diets and lifestyle-adjustment programs are not one size fits all”

These and other facts were published in Balancing the Scale: Reaching Today’s Grocery Shopper With Your Weight-Management Product, a new report gathered from Catalina Marketing’s shoppergraphics data warehouse and consumer surveys conducted by the company. The study expands upon earlier research done in the first-half of 2009, and offers predictive insights into the shopping patterns of various types of consumers trying to lose weight and eat healthy.

According to the report, the unprecedented number of Americans trying to lose weight can be a coup for manufacturers – if campaigns are focused on the most relevant consumer segment.

“The goal for CPG brands becomes less about selling to as many shoppers as possible and more about encouraging high purchase volume from a relatively small core audience,” said Sharon Glass, Catalina Marketing’s group vice president of health, beauty and wellness. “By communicating with each consumer based on individual preferences, loyalty is sustained and real profitability is recognized.”

Catalina Marketing’s advanced weight-management segmentation models allow for precise, consumer-driven communications that support the individual’s preferred approach to maintaining a healthy lifestyle.

“Today’s diets and lifestyle-adjustment programs are not one size fits all,” Cathy Polley, vice president of pharmacy service/ health and wellness at FMI (Food Marketing Institute). “Catalina Marketing recognizes the urgent need for many consumers to find their own best way to lose weight, maintain good nutritional habits, and, yet, save money in today’s tough economy. At the same time, Catalina Marketing realizes brands cannot engage in wasteful marketing tactics directed toward those who will never buy the product or those who planned to buy it anyway. The insights gathered in ‘Balancing the Scale’ are unique and unprecedented – a must-read for any weight-smart-product brand manager.”

Catalina Marketing’s Weight-Management Study Highlights:

Devoted Dieters- Represent the highest possible value for retailers in terms of shopping trips that include weight-smart food purchases. These shoppers spend, on average, $1,244 on weight-management products alone – 38 percent of their total grocery spend.

Healthy Habits- Represent those shoppers that are most likely to purchase weight-smart food brands. These shoppers are buying a great deal of soy products, meat substitutes and frozen low-fat desserts. On average, 47 percent of their total grocery budget is spent on weight-management products.

Unconcerned Families- Usually do not concern themselves with nutrition, but are not opposed to weight-management products. These shoppers prefer those foods that are kid-friendly and taste good, as many of these shoppers are parents.

Calorie-Conscious- These types of shoppers and low-fat dieters care less about brand-endorsed diets and more about nutritional content. On average, these shoppers are likely to be more responsive to precision marketing messages that take the time to educate and explain why a brand is a smart, healthy choice.