2010 Copyright Catalina Marketing Corporation. All Rights Reserved.

Helping Shoppers Overcome the

Barriers to Choosing Healthful Foods

2010 Copyright Catalina Marketing Corporation. All Rights Reserved.
Table of Contents
Introduction ................................................ 3
Are We Meeting Shopper Needs? ............. 4
Providing Guidance in the Store ................ 6
Eating Healthyor Not? ............................ 7
Minding the Gap ......................................... 8
Barriers to Healthful Eating ..................... 10
Eating on the Go ....................................... 11
Helping Shoppers Select, Purchase and
Prepare Healthy Foods ............................. 12
Moving from Concept to Competence .... 17
Survey Methodology ................................ 18
About Catalina Marketing ....................... 18
2
2010 Copyright Catalina Marketing Corporation. All Rights Reserved.
INTRODUCTION
The choices we make in every aisle of the supermarket ultimately affect our health. Helping
customers purchase and prepare nutritious foods is a key priority for many retailers,
manufacturers and health agencies. Many have intensied their focus and resources to
promote positive food choices, yet many supermarket operators and manufacturers are
asking common questions:
Are we meeting shopper needs?
How can we most effectively build trial, usage and advocacy of healthful products?
What are the most compelling ways to help shoppers make healthful food choices and
manage their personal health concerns?
We sought to answer these crucial questions with quantitative shopper research designed
to uncover what shoppers really want and how to design programs or services that
best align with their needs. The research quanties the hurdles that make it difcult
for many to consume healthy meals, and measures shopper interest in a wide range
of services supermarkets might provide to help customers overcome these hurdles to
healthful eating.
72% of grocery shoppers acknowledge that their local supermarket stocks a wide variety
of healthful foods and beverages. Yet just half feel that same store promotes healthy
living. Many consider health concerns such as weight management, heart health or
cholesterol levels important when shopping for groceries, while just 38% feel their
grocery store provides information on foods and beverages that can help manage their
personal health concerns.
This study provides guidance on how supermarket operators and product marketers can
best help shoppers make positive choices in nutrition and lifestyle management. This
report answers many important questions facing the industry and provides new insights
on the following:
The barriers to consuming healthful foods.
Shopper interest in various programs and services to help them plan, purchase and
prepare healthful meals.
The most effective ways to build awareness of wellness services provided through the
supermarket.
The insights are quite encouraging:
66% of grocery shoppers are looking for ways to improve their health and wellness.
Consumers are receptive to programs and services that can help them make
healthful food choices and manage health concerns.
Grocery shoppers are most interested in coupons, recipes and information
conveyed in simple formats at the shelf, the checkout and online.
Supermarkets are uniquely positioned to positively impact the health of their shoppers
through wellness strategies that make use of current assets.
Helping Shoppers Overcome the Barriers
to Choosing Healthful Foods
3
66% of grocery
shoppers are
looking for ways
to improve
their health and
wellness.
2010 Copyright Catalina Marketing Corporation. All Rights Reserved.
Are We Meeting Shopper Needs?
To what degree are supermarkets meeting customer expectations for products,
information and services that help them make healthy choices or manage
specic health concerns?
Seven in ten feel the supermarket where they shop most often stocks a wide
variety of healthful foods and beverages.
Just over half feel their supermarket promotes healthy living.
While many intend to make healthy choices when shopping for groceries, just
half agree the supermarket where they shop most often helps them do so.
One in four shoppers feels their supermarket helps them manage their personal
health concerns.
Managing specic health conditions is important to many shoppers. Seven in ten
consider weight management, heart health or strengthening immunity important
when they are shopping for groceries. More than half of grocery shoppers are
concerned about cholesterol, digestive health, bone health or high blood pressure.
An increasing array of products formulated for people with these conditions are
available; and many would benet from learning about and trying such products.
4
HOW CUSTOMERS
VIEW SUPERMARKETS
72%
Stocks wide variety
of healthful foods
and beverages
53%
Promotes
healthy living
50%
Helps me make
healthy food
choices
2010 Copyright Catalina Marketing Corporation. All Rights Reserved. 5
Making smart nutritional choices can notably
improve overall health and how we feel each day.
Our primary objective in leading this research
is to make it easier for both manufacturers and
retailers to help shoppers make healthy, nutritious
choices in every aisle of the store.
Sharon Glass, Catalina Marketing Vice President, Health & Wellness Services
Three in ten shoppers consider diabetes important when shopping for groceries. While
concern for managing or reducing the risk of developing diabetes is less prevalent than
many other conditions, controlling dietary intake is critical to managing this condition.
There is tremendous opportunity to build trial, usage and advocacy of products that
support overall wellness as well as specic health conditions. While products specically
formulated to help consumers manage or reduce the risk of developing these conditions
are increasingly available in the grocery, dairy, nutritional supplement and pharmacy
sections of the store, many would benet from programs and services that help them
learn about, purchase and integrate these products into their daily habits.
PROPORTION OF SHOPPERS CONSIDERING RESPECTIVE HEALTH
CONCERN IMPORTANT WHEN SHOPPING FOR GROCERIES
Managing or Losing Weight ........................................................................ 74%
Heart Health ................................................................................................. 70%
Strengthening Immunity ............................................................................. 68%
Cholesterol .................................................................................................... 61%
Digestive Health ........................................................................................... 59%
Bone Health .................................................................................................. 58%
Hypertension/Blood Pressure ....................................................................... 54%
Heartburn or Acid Reux ............................................................................. 40%
Diabetes ........................................................................................................ 29%
% of respondents rating health concern 4/5 on a 5-point scale
where 5 = very important when shopping for groceries
2010 Copyright Catalina Marketing Corporation. All Rights Reserved. 6
Providing Guidance in the Store
Education is fundamental to choosing and preparing healthful foods, and shoppers
are increasingly seeking guidance on how to make the best choices. Retailers are
using a variety of tactics to provide customers with helpful information. Shelf signs,
product labeling systems, brochures, extensive website content, recipes, nutritional
counseling and local health fairs are now provided by many supermarket chains.
A key asset of supermarket operators employees working in the stores can be
leveraged to help shoppers choose healthful products. The odds of nding an
employee available in the supermarket when a shopper needs help are a bit better
than 50/50, with 58% of grocery shoppers agreeing that store employees are readily
available when they need help.
Are store employees prepared to provide the type of guidance shoppers are seeking
while shopping in their local supermarket? We asked shoppers if they consider the
employees in their local supermarket to be knowledgeable about nutrition, vitamins/
nutritional supplements and over-the-counter health remedies.
Less than one third feel supermarket employees are knowledgeable in any of
these three areas. Just 25% consider the staff in their local grocery store to be
knowledgeable about nutrition. The data highlights opportunity to provide
resources in the store that meet shopper needs for guidance related to nutrition,
vitamin supplements and over-the-counter health remedies. While supermarkets
are increasingly stafng select stores with a nutritionist, and making it easier for
shoppers to consult with a pharmacist, there is signicant opportunity to improve
the knowledge supermarket employees convey across these three areas.
Shoppers would welcome guidance on choosing
and preparing foods that could help them manage
or reduce the risk of various health concerns.
AVAILABLE? YES
KNOWLEDGEABLE? NOT SO MUCH.
Store employees are readily available when I need help .......................... 58%
Store employees are knowledgeable about:
Over-the-counter health remedies .............................................................. 29%
Vitamins & supplements .............................................................................. 26%
Nutrition ....................................................................................................... 25%
2010 Copyright Catalina Marketing Corporation. All Rights Reserved.
Eating Healthyor Not?
62% of grocery shoppers claim they eat healthy meals on most days; and half feel their
snacking choices are generally healthy.
Those over the age of 50 are most likely to consume healthy meals, while younger adults,
especially those in their 20s, are most likely to choose healthy snacks.
Shoppers who choose foods to help manage specic health concerns -- such as weight
management, heart health or diabetes -- are twice as likely to consume healthy meals as
those not shopping with health concerns in mind. 81% of those who use food to help
manage health concerns claim to frequently consume healthy meals in contrast to just
41% of those not managing health concerns with their food choices.
7
I eat healthy MEALS
on most days.
I eat healthy SNACKS
on most days.
48%
Not So Much
15%
Strongly
Agree
21%
Strongly
Agree
38%
Not So Much
41% Agree
MEALS VS. SNACKS
36% Agree
2010 Copyright Catalina Marketing Corporation. All Rights Reserved.
Minding the Gap
To more fully understand the barriers to healthful eating, weve compared the attitudes of two
groups of shoppers. The rst group is comprised of shoppers who report consuming healthy
meals on most days; and their responses are compared to shoppers who do not frequently eat
healthy meals.
The perception that healthy foods and beverages generally cost more is common, with
77% in both groups holding this belief.
There is a large gap in how likely these two groups are to prepare healthy meals at
home 88% in the healthy meal group in contrast to just 34% of those eating less
healthy meals.
While 24% of the healthy meal group describe themselves as eating meals from fast food
restaurants, this is about half the rate of the less healthy meal group.
Divergent attitudes regarding taste perceptions for healthy foods and beverages are apparent.
76% of those regularly consuming healthy meals agree that healthy options generally taste
good; in contrast to just 31% of those making less healthy choices.
There is also a large gap in the belief that healthier options are available for most of
the products they buy. 67% of healthy eaters agree with this statement in contrast to
just 42% of the less healthy eaters.
Preparing Healthy Meals at Home, Taste Perceptions
and Awareness of Healthier Options are Higher
Among Those Regularly Consuming Healthy Meals.
8
I prepare
healthy
meals at
home
I eat meals
from
fast food
restaurants
Healthy
foods and
beverages
generally
taste good
Healthier
options are
available for
most of the
products
I buy
100%
80%
60%
40%
20%
0%
Consume healthy meals
most days
Do not consume healthy
meals most days
2010 Copyright Catalina Marketing Corporation. All Rights Reserved.
The two groups hold very different views about their primary supermarket, indicating that the
environment created in the grocery store can positively impact the ability of customers to make
healthful choices. The healthy meal group gives their supermarkets higher marks for helping
them make healthy food choices. They also rate their supermarkets more favorably across
many aspects of the shopping experience related to healthy living, including the following:
Stocking a wide variety of healthful foods and beverages.
Providing information on foods & beverages that help manage specic health concerns.
Having store employees who are knowledgeable about nutrition, nutritional
supplements and over-the-counter remedies.
Having store staff readily available when shoppers need help.
While there is a strong connection between the likelihood of consuming healthy meals
and the way shoppers view their grocery store, there is also tremendous opportunity to bolster
the role of supermarkets in wellness marketing.
9
Just one third to
half of shoppers
agree that their
supermarket does
more to promote
healthy living
beyond stocking
healthy options.
PERCEPTIONS OF SUPERMARKET SHOPPED
MOST OFTEN TOP 2 BOX AGREEMENT Total DO DO NOT Index
Helps me make healthy food choices 50% 60% 34% 176
Helps me make healthy choices for children* 35% 41% 25% 164
Provides information on foods & beverages that help 38% 44% 28% 157
manage specic health concerns
Promotes healthy living 53% 61% 39% 156
Stocks a wide variety of healthful foods & beverages 72% 79% 60% 132
Base: Total N= 2,559
Shoppers not consuming healthy meal on most days N=947
Shoppers with children not consuming healthy meal on most days N=397 *Among shoppers with children
Eat healthy meals
most days
PERCEPTIONS OF STORE EMPLOYEES AT SUPERMARKET
SHOPPED MOST OFTEN TOP 2 BOX AGREEMENT Total DO DO NOT Index
Store employees are knowledgeable about nutrition 25% 29% 17% 171
Store employees are knowledgeable about 26% 30% 19% 158
nutritional supplements
Store employees are knowledgeable about OTC remedies 29% 33% 24% 138
Store employees are readily available when I need help 58% 64% 49% 131
Base: Total N= 2,559
Shoppers not consuming healthy meal on most days N=947
Shoppers with children not consuming healthy meal on most days N=397
Eat healthy meals
most days
2010 Copyright Catalina Marketing Corporation. All Rights Reserved.
Barriers to Healthful Eating
Premium cost and taste -- or perceptions of taste -- are two key hurdles that must be overcome
to motivate more shoppers to make healthful food choices. Eight in ten feel healthy foods and
beverages generally cost more than less healthy options. Just 59% agree that healthy foods
and beverages generally taste good.
When asked about the challenges that prevent them from consuming healthy meals, half
agree that healthy options are hard to nd when they want to eat a meal away from home.
Planning, shopping for and preparing healthy meals are each considered to be difcult by
at least one third of this group. Grocery shoppers in their 20s and 40s report higher than
average levels of difculty preparing healthy meals, likely reecting their busy lifestyles and
perhaps lack of experience in the kitchen.
Todays children have been described by health experts as the rst generation likely to have
a shorter life span than their parents. Parents nd it more challenging than average to plan,
shop for and prepare healthy meals. They are notably more likely than average to eat meals
from fast foods restaurants, to perceive healthy options to cost more and to stretch their
grocery budget by frequently using coupons and reading store circulars to see what is on sale.
10
As architects of choice,
supermarkets have a
unique opportunity to
help shoppers achieve
better health goals.
If we can nd healthy
ways to harness the
power of the store
environment, well go
a long way toward
showing parents
how to make
healthy choices.
Sam Kass, White House
Assistant Chef and Senior
Policy Advisor for Healthy
Food Initiatives
Shoppers Shoppers
Without WITH
% AGREEMENT Total Children Children Index*
Healthy options are hard to nd when I want 51% 51% 51% 100
to eat a meal away from home
It is difcult to plan healthy meals 40% 36% 47% 131
It is difcult to shop for healthy meals 36% 35% 40% 88
It is difcult to prepare healthy meals 35% 33% 38% 115
Stocks a wide variety of healthful foods & beverages 72% 79% 60% 132
* Index of shoppers with children to shoppers without children.
Base: Shoppers not consuming healthy meal on most days N=947
Shoppers with children not consuming healthy meal on most days N=397
Shoppers Shoppers
Without WITH
% AGREEMENT Total Children Children Index*
I eat healthy meals most days 62% 63% 58% 92
Eat meals from fast food restaurants 32% 29% 40% 138
Healthy foods & beverages generally cost more 77% 74% 84% 114
Frequently use coupons 67% 65% 71% 109
Read store circular to see what is on sale 80% 77% 84% 109
* Index of shoppers with children to shoppers without children.
Base: Shoppers not consuming healthy meal on most days N=947
Shoppers w/ children not consuming healthy meal on most days N=397
2010 Copyright Catalina Marketing Corporation. All Rights Reserved.
Eating on the Go
The greatest hurdle to regularly consuming healthy meals and snacks is nding healthy
options when you want to eat a meal or snack away from home.
One in three adults agree they are accurately described by the statement I eat meals from fast
food restaurants. Parents, men and younger consumers are most likely to report frequently
consuming meals from fast food restaurants.
Fast food fans are the group least likely to agree that healthy options generally taste good.
They are more likely than average to feel healthy foods and beverages generally cost more, to
nd it difcult to change their eating habits and to nd information about food and health
to be confusing or unclear.
Helping shoppers plan and prepare healthy meals and snacks they can enjoy away from
home is a key opportunity highlighted by this research. Capturing this sizeable opportunity
will require a powerful combination of convenience, cost, taste and messaging to motivate
shoppers to replace fast food meals with healthier options.
11
NOT
Total Frequent Frequent Index*
Information about food or health is confusing or unclear 24% 31% 21% 148
It is hard to change eating habits 63% 77% 56% 138
Healthy foods & beverages generally cost more 77% 86% 73% 118
Healthy foods and beverages generally taste good 59% 49% 63% 78
Eat healthy meals most days 62% 45% 70% 64
Eat healthy meals most days
Top 2 box agreement on scale of one to ve where 5= agree completely.
Index of shoppers who self-describe as eating fast food meals vs. those not self-describes as eating fast food meals.
Base: Total sample N=2,559. Shoppers frequently eating fast food meals N=830
Shoppers not frequently eating fast food meals N=1,729
Consumes
fast food meals
2010 Copyright Catalina Marketing Corporation. All Rights Reserved.
Helping Shoppers Select, Purchase and
Prepare Healthy Foods
Helping shoppers overcome the barriers to choosing healthful foods requires a combination
of value and simplicity. Healthful meals and nutritious snacks must be affordable; and many
shoppers are interested in products, programs and services that make it easier to plan, shop
for and prepare healthful options.
Grocery shoppers are seeking value in every aisle of the store. 80% read store circulars to
nd products on sale; and seven in ten are frequent coupon users. Providing cost saving
opportunities on healthful options through store ads and coupons are two powerful ways to
help shoppers make more nutritious choices.
12
Supermarket chains and product marketers have magnied their focus
on health and wellness. Many are providing customers with an expanded
scope of healthy lifestyle services in the store, through the pharmacy and
on their websites. Shelf labeling systems, nutritional counseling and store
tours to teach shoppers how to make healthful choices have become
increasingly available, yet just over half of shoppers currently agree that
their grocery store promotes healthy living.
What are the most compelling ways we can help shoppers make healthful
food choices and manage their personal health concerns? To answer this
question, weve asked shoppers to rate their level of interest for a broad
range of services that might be provided by their local supermarket.
Shoppers are highly receptive to simple ways they can learn about and make healthful choices.
Coupons garner the highest interest. Shelf labels that identify healthy products and sampling
or tasting events in the store are also of interest to most shoppers. Sampling can be an effective
way to overcome the barrier of negative taste perceptions; as four in ten shoppers do not
agree that healthy foods and beverages generally taste good.
Customers want programs that aid them in shopping for healthy products, reward them
for purchasing healthy options and provide ideas for easy-to-prepare healthy meals. The
information must be conveyed in simple, easy to understand formats delivered to them
directly or prominently displayed in the store.
The highest interest is for:
Coupons for healthy foods
Shelf labels that identify healthy products
Product sampling or tastings in the store
Healthy meal ideas and recipes
Reward programs for purchasing healthy products
69% of grocery shoppers are interested in having their store stock freshly prepared, healthy
meals and sixty-four percent (64%) are interested in programs that recommend healthier
options for the products they generally buy through messages printed at the checkout or
website tools.
2010 Copyright Catalina Marketing Corporation. All Rights Reserved.
Many are interested in receiving recipes and meal suggestions that can help them manage or
reduce the risk of their personal specic health concerns. Weight management, heart health,
cholesterol management, digestive health and blood pressure are of concern to more than
half of shoppers. These shoppers like the idea of having recipes relevant to their personal
health concerns printed in the weekly circular, provided as recipe cards in the store or printed
at the register. The proprietary, in-store Catalina Marketing network makes it possible to
provide each shopper with a personalized support program including coupons, information,
recipes and meal plans based on their individual health needs and food preferences reected
in their purchase patterns.
Supermarkets have tremendous opportunity to have a greater impact in wellness marketing
and patient care.
More than 40% of shoppers are interested in having their
local supermarket provide the following:
Recipes for specic health concerns
Information on how to treat or prevent
common health concerns
Health screening services
Weight loss or diet plan services
Nutritional counseling
Personalized wellness plans
Programs that require active participation by the shopper, such as in-store cooking
demonstrations, hands-on cooking lessons, nutritional counseling and store tours to learn
about healthy products, garner the interest of one third to sixty percent of shoppers.
13
2010 Copyright Catalina Marketing Corporation. All Rights Reserved. 14
SHOPPER INTEREST IN VARIOUS SERVICES THAT MIGHT BE PROVIDED
BY THE SUPERMARKET WHERE THEY SHOP MOST OFTEN
% Interested
Interest Rank Service or Program Shoppers
1 Coupons for healthy products
2 Shelf labels that identify healthy products
3 Product sampling or tasting in the store
4 Healthy meal ideas and recipes
5 Reward programs for purchasing healthy products
6 Freshly prepared healthy meals
7 Programs that recommend healthier options for
products purchased
8 Recipes for specic health concerns
9 In-store cooking demonstrations for healthy meals
10 Information on how to treat common health concerns
11 Information on how to prevent common health concerns
12 Hands on cooking lessons for preparing healthy meals
13 Health screening services
14 Weight loss or diet plan services
15 Nutritional counseling for adults
16 Personalized wellness plans
17 Discount offers for local tness clubs
18 In-store health seminars
19 Store tours to learn about healthy products
20 Nutritional counseling for children*
21 Selling health-related DVDs, magazines or books
Percent interested = respondents rating service/program 4 or 5 on 5-point scale where
5 = very interested and 1 = not at all interested. N=2,559
* Interest among shoppers with children
More than 80%
70% to 80%
60% to 70%
50% to 60%
40% to 50%
Less than 40%
The table below shows the relative interest levels for twenty-one services supermarkets might
provide to help customers make nutritious food choices and manage their personal health
concerns. Programs and services that require minimal time or effort from the shopper garner
the highest levels of interest.
2010 Copyright Catalina Marketing Corporation. All Rights Reserved.
Many supermarket chains operate well-designed websites that provide information and
support tools to assist customers in choosing, purchasing and preparing healthful foods.
Shoppers indicate that websites are among the most preferred ways retailers should provide
them with healthy recipes, simple meal solutions and lifestyle tips.
Despite this strong interest in learning about healthy options through websites, relatively
few customers may be familiar with the range of information and support tools available
at their ngertips. Six in ten shoppers report not using the website of their primary
supermarket chain in the past few months, and close to one third report never using
that website.
15
6 of 10
shoppers rarely
or never visit
the website
of the
supermarket
they shop most
often.
Never Not During
a Few
Months
A Few Times
During
the Past
3 Months
Almost Every
Week
Which of the following best describe your use of the
[supermarket shopped most often] website?
30%
29%
26%
15%
2010 Copyright Catalina Marketing Corporation. All Rights Reserved. 16
WHAT ARE THE BEST WAYS TO INFORM CUSTOMERS ABOUT NEW PROGRAMS?
Store Circular
Brochure Mailed to Home
Signs in the Store
Message Printed at Checkout
Brochure in the Store
Information Kiosk In-Store
Message on Website
Newspaper Advertisement
Store Staff Explaining Programs and Registering Shoppers in the Store
Radio Advertisement
Phone Call to Customers Home
Best Methods
Lower Interest
Little to No Interest
While many shoppers indicate that websites are a good way to let them know about products,
programs and services available through their supermarket, just fteen percent (15%) visit
the website of their primary supermarket chain almost every week, and just six percent (6%)
indicate the website is the best way to inform customers like them about new programs or
services provided by their supermarket.
Shoppers should be informed of programs and services through a multi-pronged
communication plan. The best ways to build awareness for new programs include messages
in store circulars, brochures provided through direct mail, prominent signs in the store and
messages printed at the checkout. These methods should be used to inform customers
about features or services available on the website of their preferred supermarket.
Our members want an integrated approach
to creating comprehensive health and
wellness programs. Catalina Marketings
blueprint can help them make health and
wellness a reality in their supermarket.
Cathy Polley, Vice President, Health & Wellness
Executive Director, FMI Foundation, Food Marketing Institute
2010 Copyright Catalina Marketing Corporation. All Rights Reserved.
Moving From Concept to Competence
Just over half of shoppers currently agree that their grocery store promotes healthy living, yet
most are highly receptive to simple ways they can learn about and make healthful choices.
Coupons, recipes and information conveyed in simple, easy to understand formats provided
at shelf, checkout and online are most desired. Shoppers are most interested in programs
that aid them in shopping for healthy foods, reward them for purchasing healthy foods and
provide ideas for easy-to-prepare healthy meals.
There is broad interest for product recommendations, recipes and meal planning tools to help
manage or avoid common health concerns. Shoppers want and need information on how to
select and prepare products that help manage or reduce the risk of adverse health conditions.
Helping shoppers overcome the barriers to choosing healthful foods requires a combination
of value and simplicity that make it easier to plan, shop for and prepare healthful options.
Shoppers need ongoing support and motivation to stay on track. We can best meet their
needs with integrated programs that connect them with relevant products throughout
the store -- ultimately transforming grocery trips into healthy shopping experiences.
This study shows us that the formula for success can be expressed as follows:
Reach + Relevance = Response
Reach
Build awareness of events, pharmacy services & website features through multiple
communication channels.
Relevance
Programs, offers and messaging must be relevant or tailored to shoppers based
on their product preferences and personal health concerns, purchase patterns and
prescription medications.
Response
The greatest response will be secured by programs that require minimal effort on
the part of shoppers.
Supermarkets are uniquely positioned to implement effective wellness marketing programs
by leveraging current assets. These include broad penetration, trip frequency and the ability
to directly reach each shopper with individualized messages and purchase incentives through
direct mail, email or Catalina Marketing print programs.
The most effective programs will require minimal effort by the shopper, express simple messages
and provide cost saving offers for products that are consistent with the food preferences and
health concerns of each shopper. As these programs are expanded, we will be successful in
helping shoppers make healthful choices in every section of the supermarket.
17
The Catalina in-store
printer network
enables smart,
efcient, effective
communication that
addresses shoppers
as individuals,
providing relevant
offers, advertising,
education and
motivating messages.
2010 Copyright Catalina Marketing Corporation. All Rights Reserved. 18
Survey Methodology
This study was conducted online among adults with primary responsibility for the grocery
shopping in their home. The survey was elded during April 2010.
The total sample included 2,559 respondents. Potential respondents were screened to ensure
they met the following criteria:
Age twenty one or older
Primary grocery shopper
Shop at a grocery store most often for groceries (excludes those who shop for groceries
primarily in other retail channels)
Special Thank You
A note of recognition to Pivotal Perspectives Consultancy
for leading the shopper research to inform this study.
About Catalina Marketing
Catalina Marketing Corporation, www.catalinamarketing.com, owns and operates the
worlds largest, transaction-level, shopper-data warehouse-- powering media networks
to intelligently connect CPG, health care, and retailer marketers with specic audiences.
Catalina Marketing develops, delivers, and measures shopper and patient-driven
engagements with approximately 90M households and 130M patients annually. Media
distribution channels include 50,000 food, drug and mass locations worldwide, including
18,000 US pharmacies. The company is based in St. Petersburg, Florida, with operations
in the US, Europe and Japan.
Catalina Marketing Corporation
200 Carillon Parkway
St. Petersburg, FL 33716
T 800 290 8450
www.catalinamarketing.com
For more information contact us at information@catalinamarketing.com
Copyright and Trademarks: This study is copyrighted by Catalina Marketing Corporation, January, 2010. All registered trademarks and any other products
used in this Study, whether marked as trademarks or not marked, are the trademarks of their respective holders. Use of a trademarked name should not
be construed as contesting such trademark. Catalina Marketing claims no ownership in, nor any afliation with, any third-party trademarks appearing in
this Study. Such third-party trademarks are used only to identify the companies, products and services of their respective owners, and no sponsorship or
endorsement on the part of Catalina Marketing should be inferred from the use of these marks.
081054