Consumers Want Smaller Portions, Study Shows

BELLEVUE, Wash. — Consumers want smaller portions and/or a variety of portion sizes to choose from, according to a new study conducted by The Hartman Group, a consumer research and consulting firm. When respondents were asked if restaurants should serve a variety of sizes of entrees, a whopping 84% agreed with the idea. Even 70% of respondents described as “hearty eaters” agreed. Not surprising, given the mammoth portions served in many restaurants, a full 91% of those described as “meager eaters” agreed that they should be given a choice of sizes of entree. Weight control appeared to be the motivator in many cases. Indeed, 78% of Americans have tried to control the amount of food and beverages they consumer for weight-management purposes, Hartman research shows. This and other findings in the group’s most recent study, “Portion Control from a Consumer Perspective,” show that Americans are asking for help in moderating the size of food portions they buy from a variety of food marketers, including supermarkets and other retailers. This holds true, the researchers said, in fresh and prepared products bought at retail, as well as in supermarket baked goods where shoppers are typically seeking “just a slice” of indulgence. In fact, 82% of shoppers responding in the study agree that supermarket bakeries should offer more items in single-serve sizes.

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