inStorebuyer - August 2011 - 3

editor’snote
AUG 11 | VOL 7 | ISSUE 6
INSIGHT FOR BUSINESS ON THE RISE

EDITORIAL STAFF
John Unrein | Editor Joanie Spencer | Managing Editor Cayce Richardson | Senior Designer

SALES STAFF
Troy Ashby Associate Publisher/Sales Lily O’Kane Classified Sales Representative

PUBLISHING STAFF
Charles S. Sosland Chairman L. Joshua Sosland Vice-chairman Mark Sabo President & Publishing Director John Sonderegger Publisher Melanie Hepperly Vice-President & Chief Financial Officer Don Keating Audience Development Director Sadowna Conarroe Design Services Manager Steve Piatt Classified Designer Dana Holt Manager of Directories & Databases Carrie Fluegge Director of On-line Advertising & Promotions Jon Hall Director of e-Business Nora Wages Advertising Manager Sharon Alexander Advertising Materials Coordinator Marj Potts Digital Systems Analyst Becky White Manager of Advertising Design Judy Arnone Circulation Manager

Portion Control
Gone are the days when you could take price out of the equation by serving up shoppers an overabundance of food. Consumers are becoming more savvy, and much more interested in portion control, according to an important new study. The NPD Group’s “Healthy Eating Strategies by Generation” reveals that eating smaller portions ranked 11th in importance (out of a total of 30 attributes) among adult consumers across generations as a healthy eating characteristic. Generation X consumers (ages 35 to 45) scored the highest interest in eating smaller portions. Older age groups (age 55 and older) scored the lowest. What this tells us is that smaller portions and portion control are becoming more rooted in long-term consumer behavior. People want to eat healthier, but they don’t want to give up everything. That’s probably why 57% of adult consumers told NPD they aspire to eat smaller portions in the coming year. The opportunity here, particularly in bakery and deli, is to identify which product SKUs would benefit most from downsizing. Don’t scrimp on premium quality ingredients. Rather, identify products that you can downsize without lowering the price. Futher, there are more chances to sell mini cupcakes, cake slices and appetizer bites, as well as many other product ideas, to a portionconscious consumer. All signs point to this trend continuing into 2012 and beyond. Portion control is not a short-term strategy for shoppers. It’s becoming much more of a reality. John Unrein junrein@sosland.com

INSTORE BUYER (ISSN 1554-348x) Volume 7, issue 6 is published 9 times a year, Feb, Mar, Apr, May, Jul, Aug, Sep, Oct and Dec by Sosland Publishing Co., 4800 Main Street, Suite 100, Kansas City, MO 64112. Canada Post International Publications Mail (Canada Distribution) Sales Agreement Number 40015261. Send returns (Canada) to Bleuchip International, P Box 25542, London, ON, .O. N6C 6B2. Printed in the USA. Periodicals postage paid at Kansas City, MO and additional mailing offices. POSTMASTER: Send address changes to INSTORE BUYER, PO Box 324, Congers, NY 10920-0324. © Sosland Publishing Co. All rights reserved. Reproduction of the whole or any part of the contents without written permission is prohibited. INSTORE BUYER assumes no responsibility for the validity of claims in items reported. Sosland Publishing Co. is a division of Sosland Companies. Inc.

SUBSCRIBER Services
ADDRESS. TELEPHONE, FAX, E-MAIL Editorial and sales offices are located at 4800 Main St., Suite 100, Kansas City, Mo. 64112. Phone: (816) 756-1000. The switchboard is open between 8 a.m. and 5 p.m. Central Standard Time, Monday through Friday. Our main fax number is 816=756=0494; advertising sales can be reached by fax at 816=756=2618. Our e-mail address is bakingbuyer@sosland.com. This number is available for corresponding with any BB department. SUBSCRIPTIONS, ADDRESS CHANGES InStore Buyer is distributed free of charge to qualified readers with managerial responsibilities in in-store, foodservice, retail, specialty wholesale and distribution businesses. For non-qualified readers, U.S. subscriptions are accepted at $60 per year. Other foreign subscriptions (from outside the territory of the U.S. and its possessions) are accepted at $80 per year. For subscription information or address changes, call the Circulation Department at (816) 756-1000. BACK ISSUES Single copies are $15 and are available from the Circulation Department. Special issue prices vary. REPRINTS, PHOTOCOPY PERMISSION Requests for reprints of articles should be sent to reprints@sosland.com or call (816) 756-1000. InStore Buyer is copyrighted; reproduction of the whole or any part of the contents without written permission is prohibited. Photocopy permission for academic purposes may be obtained from the editor. LETTERS TO THE EDITOR Comments and opinions by our readers are welcome. Please send letters to the editor to our mail address, by fax or e-mail. DIRECTORIES Special directories and buyer’s guides are published annually for the baking, grain and milling industries. For details and prices of these publications, call the Circulation Department at (816) 756-1000.

A FFILIATED P UBLICATIONS
4800 Main Street, Suite 100, Kansas City, Mo. 64112 Phone: (816) 756-1000 · Fax: (816) 756-0494 E-mail: bakingbuyer@sosland.com

| inStorebuyer | August 2011 | 3 |

inStorebuyer - August 2011

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