inStorebuyer - October 2011 - (Page 44)

health&nutrition HIGHLIGHTS ON HEALTHY LIVING Shoppers Prioritize Portion Control It might be hard to believe, but it is actually possible to eat a single potato chip without depleting a family-sized bag of Lays by yourself. With a caloric kick that can throw a dieter into shock, the iconically irresistible junk food epitomizes humanity’s ongoing struggle with self-restraint. Despite this hurdle, many consumers seem to be prioritizing their health before their appetite. Having lost interest in emptying their plates and going for seconds, these individuals have adopted more prudent eating habits. Shovelfuls are becoming spoonfuls, and the circumference of dinner plates are gradually shrinking. In fact, the NPD Group food and beverage market research reports that 43% of more than 5000 adults surveyed indicated that they ate smaller portions always or most of the time in the past year. An even greater percentage of adult consumers (57%) aspire to eat smaller portions in the coming year. This suggests that healthy eating and portion control will continue as a growing interest for consumers. With that in mind, the FDA is currently addressing portion sizes as frequently deceptive aspects of nutrition facts. Most notably, serving sizes are often listed on products in misleading and unrealistic quantities. As a result, the FDA is advocating that if a product is regularly consumed in one serving by a consumer, the manufacturer should list the entire product as a single serving size. This will provide consumers with a less ambiguous perception of how many calories, fat and other nutrients they are consuming in a single meal. Simply put, if a food item is typically eaten in one meal, its nutrition facts should not be broken down into two portion sizes to misleadingly present the item’s calorie count or fat content as low or reasonable. For instance, the FDA explains, “One serving of macaroni and cheese equals one cup. If you ate the whole package, you would eat two cups. That doubles the calories and other nutrient numbers, including the percent daily values.” If consumers are more likely to eat the entire package during a single occasion, then the portion sizes should be adjusted to accurately reflect that. As much as manufacturers need to provide clear-cut and uncomplicated reports on product nutrition and portion sizes, supermarkets and grocers can also cater to these health conscious consumers. “Based on the interest in smaller portions among the younger age groups and the size of these age groups, portion control is an area of opportunity for food manufacturers,” says Dori Hickey, director of product management at NPD and author of the report, “As they move through their life, these generations may con- | 44 | inStorebuyer | October 2011 |

Table of Contents for the Digital Edition of inStorebuyer - October 2011

inStorebuyer - October 2011
editor’s note - How to Energize Your Instore
Contents
New Stop & Shop Features Deli Kiosks
Kroger Commits to Breast Cancer Awareness
Dawn Busy Bakery - Brownie Trends
Dawn Busy Bakery - Brownie Facts
BJ’s Wholesale Opens in Massachusetts
More Mediterranean on Menus
Stratas Foods names Daniels VP of R&D
Price Chopper Launches Shops4U
Dawn 360 - The Donut Opportunity
Sam’s Club Reinvents Brands
Sobeys to Supply Target Canada
Hy-Vee Helps Launch Healthiest State Initiative
FMI Joins Family Day Campaign
Hispanic Trends
Signature Sandwiches
Yeast Donuts on the Rise
Deli Meats Decrease Overall Contribution
Energize & Engage
Trading for Dollars
Meat Slicers Offer Innovative Opportunities
Shoppers Prioritize Portion Control
"Raw" Milk
Product Trends
Product Showcase
Ad Index
Secret Mission

inStorebuyer - October 2011