We need to better understand what information consumers want and be more consistent in how we communicate the message about portion sizes.
How does the amount of food put in front of us influence how much we eat? While Morgan Spurlock's infamous film Super Size Me may have overstated the case, academic studies have found portion size a significant factor influencing excessive intake, leading to calls for action from Government and NGOs.
To determine a link between portion size and obesity, a number of different areas need further research - particularly with regard to consumer behaviour and attitudes.
Many products now have nutrition information on pack, including fat, sugar and salt content per portion. But what constitutes a 'portion' can vary. Through our Industry Nutrition Strategy Group, IGD has brought together major companies in the food and grocery sector to seek a consistent way to determine and communicate portion sizes.
As a first step, we have published a comprehensive review of current approaches to portion size guidance . Overall, we have found it is based on a common set of scientific and expert publications, but a variety of factors influence how this information is used and communicated.
The review, available from igd.com/portionsize, says more 'real world' research needs to be carried out to understand specific aspects of eating behaviour in relation to portion size. For example, do consumers who purchase smaller sizes tend to eat multiple portions, thus consuming more calories or fat than they would have done with a medium-sized product?
We also need to explore consumer attitudes to the variety of information and messages about portion size, to determine what is most helpful and informative to them.
The end goal is a consistent framework for portion size that takes account of consumer attitudes and behaviour. Used across Government, industry, NGOs and healthcare professionals, providing relevant and helpful information, this will ensure our purchases, whatever their size, are based on informed choice.
Dr Rachel Hackett is nutrition manager at IGD.
How does the amount of food put in front of us influence how much we eat? While Morgan Spurlock's infamous film Super Size Me may have overstated the case, academic studies have found portion size a significant factor influencing excessive intake, leading to calls for action from Government and NGOs.
To determine a link between portion size and obesity, a number of different areas need further research - particularly with regard to consumer behaviour and attitudes.
Many products now have nutrition information on pack, including fat, sugar and salt content per portion. But what constitutes a 'portion' can vary. Through our Industry Nutrition Strategy Group, IGD has brought together major companies in the food and grocery sector to seek a consistent way to determine and communicate portion sizes.
As a first step, we have published a comprehensive review of current approaches to portion size guidance . Overall, we have found it is based on a common set of scientific and expert publications, but a variety of factors influence how this information is used and communicated.
The review, available from igd.com/portionsize, says more 'real world' research needs to be carried out to understand specific aspects of eating behaviour in relation to portion size. For example, do consumers who purchase smaller sizes tend to eat multiple portions, thus consuming more calories or fat than they would have done with a medium-sized product?
We also need to explore consumer attitudes to the variety of information and messages about portion size, to determine what is most helpful and informative to them.
The end goal is a consistent framework for portion size that takes account of consumer attitudes and behaviour. Used across Government, industry, NGOs and healthcare professionals, providing relevant and helpful information, this will ensure our purchases, whatever their size, are based on informed choice.
Dr Rachel Hackett is nutrition manager at IGD.
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