A new heating strategy for electrically heated catalysts has been developed which reduces power consumption while achieving the desired hydrocarbon conversion. The relationship between catalyst volume and power consumption is presented. Observations of catalytic reactions by a thermoviewer camera and mathematical simulations are used to optimize the heating pattern. Significant reductions in power consumption, while maintaining conversion efficiency, are reported by heating only the front face of the catalyst. However, prior to mass production additional work is required to improve durability, and reliability and to resolve manufacturing issues.