What information about portion size do consumers need, and what information do they want?

Investigation of consumer attitudes to portion size information was one of the recommendations of IGD’s 2008 report ‘Portion size: A review of existing approaches’. As described in our earlier updates, portion size is a key area for the food and grocery industry, therefore IGD’s Industry Nutrition Strategy Group (INSG) recommended that we should continue to focus on this area in 2009.
 

The 2009 INSG portion size working group

The 2009 INSG portion size working group has wide representation from across food manufacturers, retailers and foodservice businesses, together with trade bodies and non-governmental organisations.

The aim of the working group will be to develop good practice guidance on portion size communication to consumers, based on a consistent terminology, which provides them with information and tools that are both relevant and practical, and helps them move towards a healthy balanced diet. The working group will not attempt to standardise portion sizes across the industry.

Find out more about IGD's Portion Size Working Group
 

Consumer research

The portion size working group will carry out research to investigate consumer attitudes to portion size information. Through a series of focussed discussion groups we will determine what consumers understand from the types of information currently available on the foods they regularly consume, looking across different meal occasions. We will also examine consumers’ opinions of tools to help them to measure portions, including those provided on some food and drink packaging, and those that might be used in the home.
 

Good practice guidance

The results of our research will be used to help develop good practice guidance on communication of portion size to consumers, focusing particularly on the terminology used in providing relevant information. In addition to talking to consumers, we will look at how dietitians help their clients to use appropriate portion sizes, and whether there are learnings here that could be applied more generally to communication outside of therapeutic practice.

A report detailing the findings of the consumer research will be published in the summer, followed by good practice guidance on communication. Both reports will be available to download free on igd.com.
 

More information:

Portion Size: A Review of Existing Approaches Increasing obesity has raised the question of whether guidance is needed on setting portion sizes for particular foods. Download IGD's free guide to portion sizes across the retail and foodservice sectors