IGD launches new portion size guide
New research suggests that consumers are open to portion size reduction.
IGD has published a new guide for food businesses to assist in reviewing and setting portion sizes.
Based on qualitative consumer research on eating out, on the go and in the home, the guide specifically offers step-by-step support for companies looking to downsize an existing product, set the portion size for a new product and review portion information on labels of multi-serve products.
“Our research shows that 88% of shoppers want to improve their diet in some way, and that one in five of those looking to eat more healthily are trying to eat smaller portions. With obesity in the UK at an all-time high, we want to help companies reduce portion sizes without compromising on shopper satisfaction,” IGD head of nutrition and scientific affairs Hannah Pearse said in an announcement.
IGD’s research also found many consumers “remain unaware” that portion information is available on pack, whilst those who are aware often struggle to interpret the information correctly.
“Our research clearly shows that consumers are open to portion size reduction, but obesity is complex and there is no single solution or sector that can address it on their own. Everyone has a role to play on this journey,” Pearse added.
