UK Consumers Go with Gut Feeling on Food Portions

Three in five (60%) consumers don’t measure out how much food to eat when preparing meals at home – they estimate from experience, or don’t see a need to measure out.

29 Jul 2009 New research from food and grocery expert IGD reveals that most people trust their own instinct when considering how much to eat.

* Three in five (60%) consumers don’t measure out how much food to eat when preparing meals at home – they estimate from experience, or don’t see a need to measure out.

* More than a third (36%) ignore portion size information on packs of food.
 
* And 38% say that it doesn’t matter what nutrition information is provided – they will eat what they want, regardless of what it says on the label.
 
* Three-quarters (75%) think that it is their own responsibility to manage the amount of food they eat for themselves and their family.
 
Joanne Denney-Finch, chief executive, IGD, said: “While the UK food industry has reduced levels of salt, sugar and fat through reformulation, and continues to work hard to give consumers nutritional information, many people tend to rely on their own experience in choosing what to consume.

“With improvements in labelling, the development of in-store information, online publicity, television campaigns and many other initiatives, the industry continues to communicate to consumers the benefits of a healthy lifestyle and to explain the nutritional content of the food they eat.

“The research we reveal today shows that it is not a simple matter of industry prescribing portion sizes. Consumers are guided by portion size information but ultimately make up their own minds. It’s up to all of us – the food industry, government, and others – to work together to help consumers maintain a healthy lifestyle and a balanced diet.”