Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Executive Summary
- In recent years, portions have increased along with the rate of obesity
- Record high obesity rate drives need for portion control products that
reflect popular taste profiles
- Most successful pre-packaged portioned meals are low-calorie, high-fiber
or "natural"
- The notion of portion remains a bit confusing
- Social context has an influence on how much one eats
- Weekday/weekend eating patterns similar; women more health-oriented
- Nearly half of women interested in 100-calorie packs
- Interest in portion control and cost drive resistance to the 100-calorie
pack
- Despite higher obesity rates, blacks more comfortable with weight
- Ballooning Portions
- Key points
- Over the last 20 years, portion sizes have increased along with caloric
intake and obesity
- Figure 5: Average daily per capita calories consumed*, by food group,
1970-2004
- Increase in average portion sizes reflect increases in daily caloric intake
- Figure 6: Estimated increase in average portion sizes, 1984-2004
- Increase in plate sizes contributes to overeating
- Some companies are now adding value by reducing portion size
- Market Drivers
- Key points
- Most Americans are overweight or obese
- Figure 7: Trended Nationwide (States, D.C., and Territories) incidence
of overweight and obesity, 1995-2007
- Southern states have a high concentration of obese consumers
- Figure 8: States with highest rates of obesity, 2007
- Most acknowledge "slightly overweight," but still underestimate
- Figure 9: Perception of weight relative to height, by gender, January
2009
- Older Americans more likely to be obese and to consider themselves
overweight
- Figure 10: Perception of weight relative to height, by age, January 2009
- Age segments with highest self-reported overweight proportion growing
quickly
- Figure 11: Population, by age, 2004-14
- Desire to lose weight and reduce cholesterol top reasons for monitoring
diet
- Figure 12: Incidence of and reasons for watching diet, by gender, July
2007-September 2008
- Older adults more likely to be watching diet for a variety of reasons
- Figure 13: Incidence of and reasons for watching diet, by age, July
2007-September 2008
- Brand Qualities
- Key points
- Lean Cuisine: Healthy frozen gourmet for weight loss
- Healthy Choice: Traditional product offering made contemporary
- Figure 14: Brands with FDMx sales of $100 million or greater for single
size frozen dinners/entrées (part 1), 2006 and 2008
- Figure 15: Brands with FDMx sales of $100 million or greater for single
size frozen dinners/entrées (Part 2), 2006 and 2008
- Smaller brands showing strong growth and natural appeal
- Figure 16: Brands with FDMx sales of less than $100 million, for single
size frozen dinners/entrées, 2006 and 2008
- Innovation and Innovators
- NutriSystem: Dieting not just for women
- 100-calorie treats
- Twinkie Bites: Old favorites in smaller packages
- Full Circle Organic Chocolate Wafers: Combining the appeal of treats,
organics and portion control
- Luna Sport Moons Energy Chews: Appealing to health-conscious women looking
for a boost of energy
- Phix Energy Drink Mix: Helping consumers make the most of water
- Advertising and Promotion
- Overview
- Websites provide nutritional information in community format to attract
customers
- Going after the moderates segment: Kraft' s South Beach Living Foods
- Figure 17: South Beach Living Foods By Kraft, ad 1 2008
- Figure 18: South Beach Living Foods By Kraft, ad 2, 2008
- Kashi focuses on the Dieting Regulator segment, with many affluents
- Figure 19: Kashi Frozen Entrées, 2009
- The Hungry-Man pitch: Real Men eat a pound of fried meat and mashed
potatoes
- Figure 20: Swanson Hungry-Man Dinners, 2008
- Understanding Portions
- Key points
- The distinction between what one eats and measured serving sizes
- Figure 21: Definition of "portions," by gender, January 2009
- Affluents somewhat more likely to regard "portions" as a measured amount
of food
- Figure 22: Definition of "portions," by household income, January 2009
- Contextual Influences on Eating Patterns
- Key points
- Indulgence most likely to occur at home and work functions
- Figure 23: Food limitations, by occasion, January 2009
- Women more likely to limit both amount and type of food they eat at home
- Figure 24: Food limitations at home, by gender, January 2009
- Less demand for portion control when eating away from home
- Figure 25: Food limitations at a friend' s house or party, by gender,
January 2009
- Figure 26: Food limitations at work functions, by gender, January 2009
- Figure 27: Food limitations at a restaurant, by gender, January 2009
- Adults 45+ more likely to monitor type and amount of food eaten when with
friends
- Figure 28: Food limitations at a friend' s house or party, by age,
January 2009
- Figure 29: Food limitations at work functions, by age, January 2009
- Self-regulation slightly more likely to occur on weekdays
- Figure 30: Eating habits, weekdays and weekends, January 2009
- Eating Habits and Attitudes towards Diet
- Key points
- About four in ten eat three complete meals per day
- Figure 31: Eating habits on weekdays, by age, January 2009
- Figure 32: Eating habits on weekends, by age, January 2009
- Women tend to be more health conscious and interested in nutritional
information
- Figure 33: Eating habits and attitudes, by gender, July 2007-September
2008
- Women more likely to measure while men treat themselves with large portions
- Figure 34: Attitudes towards food and food portions, by gender, January
2009
- Young adults more likely to treat themselves
- Figure 35: Attitudes towards food and food portions, by age, January 2009
- Most restaurant portions remain large
- Figure 36: Incidence of various portion sizes and options in U.S.
restaurants, April 2009
- Interest in and Attitudes towards 100-Calorie Packs
- Key points
- Nearly half of female respondents interested in 100-calorie packs
- Figure 37: 100-calorie pack interest, by gender, January 2009
- Figure 38: Portion-control packages purchase and attitudes, by gender,
January 2009
- Increasing interest in portion control products with trans fat-free and
heart healthy appeals
- Figure 39: Interest in specific type of food or drink product, by
household income, January 2009
- Figure 40: Interest in specific type of food or drink product, by
gender, January 2009
- Resistance to the 100-Calorie Pack
- Key points
- They' re just not that into you... portion-control packaging, that is
- Figure 41: Reasons for not buying portion control food/drink packages,
by gender, January 2009
- Young adults more likely to cite taste difference to explain lack of
interest
- Figure 42: Reasons for not buying portion control food/drink packages,
by age, January 2009
- Race and Hispanic Origin
- Key points
- Black and Hispanic women have very high rates of obesity
- Figure 43: Prevalence of obesity and overweight, by gender and
race/Hispanic orgin, 2006
- Blacks somewhat less likely to perceive themselves as overweight
- Figure 44: Perception of weight relative to height, by race/Hispanic
origin, January 2009
- Blacks somewhat more likely to watch their diet due to concerns about
diabetes and heart health
- Figure 45: Incidence of and reasons for watching diet, by race/Hispanic
origin, July 2007-September 2008
- Blacks significantly less likely to feel they often overeat
- Figure 46: Eating habits and attitudes, by race/Hispanic origin, July
2007-September 2008
- Blacks somewhat more likely to measure their own snack packages
- Figure 47: Reasons for not buying portion control food/drink packages,
by race/Hispanic origin, January 2009
- Appendix: Other Useful Consumer Tables
- Figure 61: Definition of "portions," by age, January 2009
- Figure 62: Definition of "portions," by race/Hispanic origin, January
2009
- Figure 63: Perception of weight relative to height, by household income,
January 2009
- Figure 64: Reasons for watching diet, by age, July 2007-September 2008
- Figure 65: Reasons for watching diet, by household income, July
2007-September 2008
- Figure 66: Portion-control packages purchase and attitudes, by age,
January 2009
- Figure 67: Portion-control packages purchase and attitudes, by household
income, January 2009
- Figure 68: Attitudes towards food and food portions, by household
income, January 2009
- Figure 69: Attitudes towards food and food portions, by race/Hispanic
origin, January 2009
- Figure 70: Interest in specific type of food or drink product, by age,
January 2009
- Figure 71: Interest in specific type of food or drink product, by
race/Hispanic origin, January 2009
- Figure 72: Eating habits and attitudes, by age, July 2007-September 2008
- Figure 73: Eating habits and attitudes, by race/Hispanic origin, July
2007-September 2008
- Figure 74: Eating habits, by gender, January 2009
- Figure 75: Food limitations at various locations, by age, January 2009
- Figure 76: Use of non-prescription diet products/services, by gender,
July 2007-September 2008
- Figure 77: Reasons for not buying portion control food/drink packages,
by household income, January 2009
- Figure 78: Use of non-prescription diet products/services, by age, July
2007-September 2008
- Figure 79: Prevalence of high blood pressure and stroke, by gender and
ethnicity, 2006
- Figure 80: Prevalence of total cardiovascular disease and coronary heart
disease, by gender and ethnicity, 2006
- Figure 81: Prevalence of high total and LDL cholesterol and low HDL
cholesterol levels, by gender and ethnicity, 2006
- Figure 82: Prevalence of physician-diagnosed diabetes and prediabetes,
by gender and ethnicity, 2006
- Appendix: Trade Associations
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