Size matters could affect packaging design

Grocery think tank IGD is investigating portion size issues in research that could influence labelling and pack design.

A working group has been set up with two complementary streams, one determining the views of consumers and one developing a good practice guide for communications.
Initial qualitative research conducted in February focused on the consumer perspective on current portion size labelling. The IGD said this work had presented opportunities for further exploration, such as looking at better ways to help shoppers visualise appropriate portions.
The working group said it would welcome input from stakeholders who had research or information that would aid its studies, including dieticians.
“Our 2008 review of existing approaches to portion size highlighted the need to look at the feasibility of developing consistent terminology for communicating to consumers,” said Claire Hughes, company nutritionist at Marks & Spencer and co-chair of the portion size working group.
“The project is challenging, but IGD’s strength is collaborative working, with input from representatives across the food industry to address complicated issues such as this.”
The working group said it would not seek to standardise portion sizes across the industry, but focus on clear and consistent terminology and information helping consumers achieve a balanced diet.
“Developing an understanding of how consumers use portion size information on pack will be important for future label developments and consideration of pack construction,” said Dr Beckie Lang, nutrition communications manager at Coca-Cola Great Britain and Ireland and co-chair of the portion size working group.
Research is scheduled for completion by May, after which the focus will switch to developing guidance on portion size communication to consumers, to be published in the second half of this year. The results of the consumer research will be published in a separate report earlier this summer.
The initiative follows recommendations made in IGD’s Portion size: a review of existing approaches​ report, published in September 2008. The government published Healthy Weight, Healthy Lives, its cross-departmental strategy to tackle obesity, which includes action to cut portion sizes of energy-dense, salty food.
The Food Standards Agency is targeting portion sizes as part of its Saturated Fat and Energy Intake programme. Portion sizes also feature in the Department of Health’s Change4Life campaign, which began in January and aims to generate a society-wide movement towards healthier lifestyles.