Pulse Report: Portion Control from a Consumer Perspective

Published by: Hartman Group

Published: Jun. 1, 2007 - 88 Pages

Table of Contents

Introduction

Key Findings

Portion Control Behaviors

Consumer Perceptions of Portion Control Products and Brands

Portion Control When Eating Out

Chapter I . Portion Control Behavior

Background: Obesity, Weight Management and Portion Control

Consumer Techniques for Managing Portions

Challenges to Portion Control

Challenges to Portion Control and Food Occasions

Chapter II . Portion Control: From Meager to Hearty

Consumer Techniques for Managing Portions by Appetite Segment

Challenges to Portion Control by Appetite Segment

Challenging Food Occasions by Appetite Segment

Gender’s Effect on Attitudes About Portion Size, Moderation and Products

Chapter III . Consumer Perceptions of Single-Serve and 100-Calorie Brands and Products

Perceptions of Single-Serve and 100-Calorie Packs

Top-of-Mind Single-Serve and Calorie-Count Brands

Category Killers in Top-of-Mind Single-Serve and Calorie-Count Brands

Chapter IV . Perceptions of Portions in Restaurants and Supermarket Delis and Food Courts

Eating Out at Various Restaurant Types

Concerns About Portion Size When Eating Out

Rating of Portion Sizes When Eating Out

Attitudes Toward Portion Sizes and Pricing at Restaurants

Attitudes Toward “Super-Sizing”

Use of Restaurant Menus and Menu Boards to Select Portion Size

Recent Changes in Standard Portion Sizes

Additional Attitudes About Portion Sizes

Gender-Based Differences in Attitudes Toward Restaurants and Supermarket Delis

Chapter V . Shopping and Portion Control Products

Purchase Behavior: Single-Serve and Calorie-Control Products

Stores Associated with Single-Serve Products

Desire for New Single-Serve Products When Shopping

Perceptions of Supermarket Bakeries and Single-Serve Products

Chapter VI . Conclusions

Appendix I . Demograph

Appendix II .

Supplemental Figures: Top of Mind Single-Serve/Calorie-Count Brands

Appendix III . Methodology

Quantitative Methods

Qualitative Methods

List of Figures and Tables

Figure 1. Do you ever try to control the amount of food and beverages you consume for weight management purposes

Figure 2. Do you find product labels useful in determining how much of a food or beverage to consume?

Figure 3. When trying to control the amount of food you eat in one sitting, which of the following have you tried?

Figure 4. Of those things you are currently doing to manage your food portions, which do you consider difficult to do? (Ranking of 16 methods)

Figure 5. Are you struggling with what you are currently doing to manage your food portions?

Figure 6. What do you think is the biggest challenge with eating when trying to maintain or lose weight?

Figure 7. During which of the following occasions for eating do you find it most challenging to manage how much you eat?

Figure 8. When snacking on chips (or similar snacks), do you usually…

Figure 9. When you eat single-serve or calorie count (e.g., 100-calorie) pre-packaged products, how many do you usually eat in one sitting?

Figure 10. Images of pizza, hamburger and ice cream servings selected by consumers to reveal portion tendencies

Figure 11. When trying to control the amount of food you eat in one sitting, which of the following have you tried? - By Appetite Segment

Figure 12. Of those things you are currently doing to manage your food portions, which do you consider difficult to do? - By Appetite Segment

Figure 13. Are you struggling with what you are currently doing to manage your food portions? (By Appetite Segment)

Figure 14. What do you think is the biggest challenge with eating when trying to maintain or lose weight? - By Appetite Segment

Figure 15. During which of the following occasions for eating do you find it most challenging to manage how much you eat? - By Appetite Segment

Figure 16. When snacking on chips (or similar snacks), do you usually… - By Appetite Segment

Figure 17. When you eat single-serve or calorie-count (e.g., 100-calorie) pre-packaged products, how many do you usually eat in one sitting? - By Appetite Segments

Figure 18. Additional Attitudes About Portion Size

Table 1. Consumption Patterns - By Gender

Figure 19. When trying to control the amount of food you eat in one sitting, which of the following have you tried? - Differences by Gender

Figure 20. Single-Serve Packaging vs. 100-Calorie Packs: “This type of packaging helps me eat less” - By Appetite Segments and Total

Figure 21. Single-Serve Packaging vs. 100-Calorie Packs: “This type of packaging helps my children eat less” - By Appetite Segments and Total

Figure 22. Single-Serve Packaging vs. 100-Calorie Packs: “This type of packaging is really convenient” - By Appetite Segments and Total

Figure 23. Single-Serve Packaging vs. 100-Calorie Packs: “This type of packaging is worth the extra cost” - By Appetite Segments and Total

Figure 24. Single-Serve Packaging vs. 100-Calorie Packs: “I worry about the amount of packaging materials used in this type of packaging” - By Appetite Segments and Total

Figure 25. Single-Serve Packaging vs. 100-Calorie Packs: “I find it easy to eat only one of these packages in a sitting” - By Appetite Segments and Total

Figure 26. Top-of-Mind Single-Serve/Calorie Count Brands: Frozen Food Dinner Entrees (e.g., “TV dinners”) - Respondent Write-ins

Figure 27. Top-of-Mind Single-Serve/Calorie Count Brands: Frozen Desserts - Respondent Writeins

Figure 28. Top-of-Mind Single-Serve/Calorie Count Brands: Potato Chips - Respondent Write-ins43

Figure 29. Top-of-Mind Single-Serve/Calorie Count Brands: Tortilla Chips - Respondent Write-ins43

Figure 30. Top-of-Mind Single-Serve/Calorie Count Brands: Nuts - Respondent Write-ins

Figure 31. Top-of-Mind Single-Serve/Calorie Count Brands: Popcorn - Respondent Write-ins

Figure 32. Top-of-Mind Single-Serve/Calorie Count Brands: Canned/Bottled Juice - Respondent Write-ins

Figure 33. Top-of-Mind Single-Serve/Calorie Count Brands: Juice Boxes - Respondent Write-ins

Figure 34. Top-of-Mind Single-Serve/Calorie Count Brands: Yogurt - Respondent Write-ins

Figure 35. Top-of-Mind Single-Serve/Calorie Count Brands: Soda - Respondent Write-ins

Figure 36. Top-of-Mind Single-Serve/Calorie Count Brands: Soup - Respondent Write-ins

Figure 37. Top-of-Mind Single-Serve/Calorie Count Brands: Cereal - Respondent Write-ins

Figure 38. Top-of-Mind Single-Serve/Calorie Count Brands: Fruit Chews - Respondent Write-ins 50

Figure 39. Top-of-Mind Single-Serve/Calorie Count Brands: Fruits and Vegetables - Respondent Write-ins

Figure 40. Top-of-Mind Single-Serve/Calorie Count Brands: Packaged Cookies - Respondent Writeins

Figure 41. Percent Who Eat at Various Types of Restaurants

Figure 42. Percent Who Care About Portion Size at Various Types of Restaurants

Table 2. Perceptions of Typical Portion Size at Various Types of Restaurants: Too Small, Just Right, Too Large

Figure 43. Additional Attitudes About Portion Sizes at Restaurants

Figure 44. Attitudes Toward Super-Sizing of Meals

Figure 45. Use of Menus and Menu Boards to Select Portion Size

Figure 46. Need for Clearer “Portion Size” Information on Menus and Menu Boards

Figure 47. Assessment of Changes in Standard Portion Sizes in Restaurants

Figure 48. Additional Attitudes About Portion Size

Table 3. Attitudes Toward Restaurant and Supermarket Deli/Food Court Portion Sizes (by Gender and Appetite Segment)

Figure 49. How often do you purchase single-serve or calorie-count (e.g., 100-calorie) pre-packaged products? - By Appetite Segments

Figure 50. Why don’t you purchase single-serve or calorie-count (e.g., 100-calorie) pre-packaged products more often? - By Appetite Segments

Figure 51. Of the single-serve or calorie-count products you buy, what percentage of them are eaten by you? By your spouse/partner? By your children? By others?

Figure 52. Thinking of stores that sell single-serve packaged products, which store (if any) comes to mind first? - Respondent Write-ins

Figure 53. Is there a specific type of store you wish stocked more single-serve packaged products? - Respondent Write-ins

Figure 54. Thinking of when you go shopping for foods and beverages, what types of products (if any) do you wish were more available in single-serve packages? (Respondents Write-ins)

Figure 55. Perceptions of Supermarkets and Portions - By Appetite Segment

Figure 56. If the bakery in the supermarket you shop most often were to package more freshly baked items (such as cookies, brownies, cakes, etc.) in single-serve sizes, how likely would you be to buy some of these products?

Figure 57. Thinking of the supermarket you shop most often, how satisfied are you with the selection of single-serve size bakery products in their in-store bakery? - By Appetite Segments

Table 4. What is it about the selection of your store’s single-serve size bakery products that you’re (satisfied/dissatisfied) with? - Respondent Write-ins

Table 5. Study Demographics: Total Sample and Appetite Segments

Figure 58. Top-of-Mind Single-Serve/Calorie Count Brands: Crackers - Respondent Write-ins

Figure 59. Top-of-Mind Single-Serve/Calorie Count Brands: Frozen Pizza - Respondent Write-ins80

Figure 60. Top-of-Mind Single-Serve/Calorie Count Brands: Refrigerated fruit juices/smoothies - Respondent Write-ins

Table 1. Consumption Patterns - By Gender

Table 2. Perceptions of Typical Portion Size at Various Types of Restaurants: Too Small, Just Right, Too Large

Table 3. Attitudes Toward Restaurant and Supermarket Deli/Food Court Portion Sizes (by Gender and Appetite Segment)

Table 4. What is it about the selection of your store’s single-serve size bakery products that you’re (satisfied/dissatisfied) with? - Respondent Write-ins

Table 5. Study Demographics: Total Sample and Appetite Segments

Abstract

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