Portion size: Understanding the consumer perspective

A free report examining consumer attitudes to portion size information on food and drink products

Includes information on:

• How consumers determine portion sizes of the foods they purchase & consume
• Preferred communication styles for portion size information
• Consumer attitudes to tools to help them determine portion sizes

Portion size of food and drink products is important to consider when providing nutrition information for food labelling. It may influence energy intake. Attention has recently focused on this area due to the rising prevalence of obesity.

This report, by IGD’s Industry Nutrition Strategy Group, details the findings of research on how consumers determine portion sizes for the foods they consume, and their attitudes to portion size information on food and drink products.  It follows IGD's 'Portion Size: A Review of Existing Approaches' research from 2008.

It will be of use to those working in nutrition, product design, CSR, consumer insights or marketing who are involved in determining portion sizes of products and communicating nutrition information to consumers.

This report contains information on:

• Consumer understanding of energy requirements, attitudes to energy balance and food intake.
• Use of information and tools to help determine portion sizes.
• Consumer attitudes to portion sizes when eating out of home