healthful foods study

8/10/2019 Healthful Foods Study

1/19 2010 Copyright Catalina Marketing Corporation. All Rights Reserved.

Helping Shoppers Overcome theBarriers to Choosing Healthful Foods



Table of ContentsIntroduction ................................................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 .....................10Eating 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


3/19 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 intensified 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 quantifies the hurdles that make it difficult

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 theirgrocery 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 toimprove 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 formatsat the shelf, the checkout and online.

Supermarkets are uniquely positionedto 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.



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

specific 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 specific health conditions is important to many shoppers. Seven in ten

consider weight management, heart health or strengthening immunity importantwhen 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 benefit from learning about and trying such products.

4

HOW CUSTOMERSVIEW SUPERMARKETS

72%Stocks wide variety

of healthful foodsand beverages

53%Promotes

healthy living

50%Helps me make

healthy foodchoices


5/19 2010 Copyright Catalina Marketing Corporation. All Rights Reserved5

Making smart nutritional choices can notablyimprove overall health and how we feel each day.

Our primary objective in leading this researchis to make it easier for both manufacturers andretailers to help shoppers make healthy, nutritiouschoices 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 specific health conditions. While products specifically

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 benefit from programs and services that help them

learn about, purchase and integrate these products into their daily habits.

PROPORTION OF SHOPPERS CONSIDERING RESPECTIVE HEALTHCONCERN 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 Reflux............................................................................. 40%

Diabetes ........................................................................................................ 29%

% of respondents rating health concern 4/5 on a 5-point scalewhere 5 = very important when shopping for groceries


6/19 2010 Copyright Catalina Marketing Corporation. All Rights Reserved. 6

Providing Guidance in the Store

Education is fundamental to choosing and preparing healthful foods, and shoppersare 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 finding 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 staffing select stores with a nutritionist, and making it easier for

shoppers to consult with a pharmacist, there is significant opportunity to improve

the knowledge supermarket employees convey across these three areas.

Shoppers would welcome guidance on choosingand preparing foods that could help them manageor reduce the risk of various health concerns.

AVAILABLE? YESKNOWLEDGEABLE? 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%



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 specific 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 MEALSon most days.

I eat healthy SNACKSon most days.

48%

Not So Much

15%Strongly

Agree

21%Strongly

Agree

38%

Not So Much

41% Agree

MEALS VS. SNACKS

36% Agree



Minding the Gap

To more fully understand the barriers to healthful eating, weve compared the attitudes of twogroups of shoppers. The first 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 HigherAmong Those Regularly Consuming Healthy Meals.

8

I preparehealthymeals at

home

I eat mealsfrom

fast foodrestaurants

Healthyfoods andbeveragesgenerally

taste good

Healthieroptions areavailable formost of the

productsI buy

100%

80%

60%

40%

20%

0%

Consume healthy meals

most days

Do not consume healthy

meals most days



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 specific health concerns.

Having store employees who are knowledgeable about nutrition, nutritiona

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 bolste

the role of supermarkets in wellness marketing.

9

Just one third tohalf of shoppersagree that their

supermarket does

more to promotehealthy living

beyond stockinghealthy options.

PERCEPTIONS OF SUPERMARKETSHOPPEDMOST 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% 157manage specific 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 mealsmost days

PERCEPTIONS OF STORE EMPLOYEESAT SUPERMARKETSHOPPED 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% 158nutritional 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 mealsmost days



Barriers to Healthful Eating

Premium cost and taste -- or perceptions of taste -- are two key hurdles that must be overcometo motivate more shoppers to make healthful food choices. Eight in ten feel healthy foods and

beverages generally cost morethan 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 find when they want to eat a meal away from home.

Planning, shopping forand preparing healthy meals are each considered to be difficult by

at least one third of this group. Grocery shoppers in their 20s and 40s report higher than

average levels of difficulty preparing healthy meals, likely reflecting their busy lifestyles and

perhaps lack of experience in the kitchen.

Todays children have been described by health experts as the first generation likely to have

a shorter life span than their parents. Parents find 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 find healthy

ways to harness the

power of the store

environment, well go

a long way toward

showing parentshow to make

healthy choices.

Sam Kass, White HouseAssistant Chef and SeniorPolicy Advisor for Healthy

Food Initiatives

Shoppers Shoppers Without WITH

% AGREEMENT Total Children Children Index*

Healthy options are hard to find when I want 51% 51% 51% 100to eat a meal away from home

It is difficult to planhealthy meals 40% 36% 47% 131

It is difficult to shop forhealthy meals 36% 35% 40% 88

It is difficult to preparehealthy 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



Eating on the Go

The greatest hurdle to regularly consuming healthy meals and snacks is finding healthyoptions 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 groupleast 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

find it difficult to change their eating habits and to find 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 motivateshoppers to replace fast food meals with healthier options.

11

NOTTotal 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% 78Eat healthy meals most days 62% 45% 70% 64

Eat healthy meals most days

Top 2 box agreement on scale of one to five 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

Consumesfast food meals



Helping Shoppers Select, Purchase andPrepare 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

forand preparehealthful options.

Grocery shoppers are seeking value in every aisle of the store. 80% read store circulars to

find 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 magnified 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 no

agreethat 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.



Many are interested in receiving recipes and meal suggestions that can help them manage o

reduce the risk of their personal specific 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 personahealth 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 reflected

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 theirlocal supermarket provide the following:

Recipes for specific 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



SHOPPER INTERESTIN VARIOUS SERVICES THAT MIGHT BE PROVIDEDBY THE SUPERMARKET WHERE THEY SHOP MOST OFTEN

% InterestedInterest 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 forproducts purchased

8 Recipes for specific 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 fitness 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 garne

the highest levels of interest.



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 fingertips. 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 10shoppers rarely

or nevervisit

the websiteof the

supermarketthey shop most

often.

Never Not Duringa Few

Months

A Few TimesDuringthe Past

3 Months

Almost EveryWeek

Which of the following best describe your use of the

[supermarket shopped most often] website?

30%

29%

26%

15%



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 fifteen 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 orservices 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 approachto creating comprehensive health andwellness programs. Catalina Marketingsblueprint can help them make health andwellness a reality in their supermarket.

Cathy Polley, Vice President, Health & WellnessExecutive Director, FMI Foundation, Food Marketing Institute



Moving From Concept to Competence

Just over half of shoppers currently agree that their grocery store promotes healthy living, yetmost 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 forand preparehealthful options

Shoppers need ongoing support and motivation to stay on track. We can best meet theirneeds 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 messageand 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,

efficient, effective

communication that

addresses shoppers

as individuals,

providing relevantoffers, advertising,

education and

motivating messages.



Survey Methodology

This study was conducted online among adults with primary responsibility for the groceryshopping in their home. The survey was fielded 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 grocerie

primarily in other retail channels)

Special Thank YouA note of recognition to Pivotal Perspectives Consultancy

for leading the shopper research to inform this study.

About Catalina MarketingCatalina 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 specific 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 operationsin 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 [email protected]

Copyright and Trademarks: This study is copyrighted by Catalina Marketing Corporation, January, 2010. All registered trademarks and any other product

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 affiliation 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.


19/19

healthful foods study

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