Size matters

"Consumers tell us that the reigning in of portion sizes is the cornerstone of any successful weight management strategy: just over half (56 percent) of those who have dieted to lose weight say they adjusted portion sizes as part of their most recent dieting strategy," writes Laurie Demeritt, president & COO, The Hartman Group in the Morning Cup (1/28). "As one consumer put it most succinctly, 'I think portion sizes are my biggest problem with eating.'" One of the biggest problems for consumers is their misunderstanding of what a portion size is. Demeritt points out that most consumers think a portion size is "about the size of my fist." Add to that the reality that calculating portion sizes is work and who has the time to measure and weigh what they are eating. Even more important, consumers want to enjoy eating rather than "measuring ingredients with a chemist's precision." "The concept of moderation will continue to resonate with those consumers who aspire to a healthier lifestyle," she adds. "Marketers interested in connecting their products, services or brands with weight management strategies can work with consumers to achieve their weight management goals by aligning their messages/products as closely as possible to notions of food that match consumer lifestyles and eating occasions and that can be used over the long-term to become part of the consumer's portion control 'toolkit.'" In a clever marketing move, Kraft Foods recently dropped the word diet from its low-carb South Beach Diet foods, rechristening them South Beach Lifestyle foods, which suggests a youthful and vibrant line for those who want to lead a healthier lifestyle without a lot of work. It also appeals to those who don't need to diet but want to eat healthier foods. Consumers don't have to measure portions or worry about calories. Instead, Kraft makes it easy for them to enjoy their food -- in portion-controlled moderation. Making life easier and tastier for busy consumers is where it's at. Hartman-Group Portion Control reportMorning Cup