Serving size guidance for consumers: Is it effective?

G. P. Faulkner, L. K. Pourshahidi, J. M.W. Wallace, M. A. Kerr, T. A. McCrorie, M. B.E. Livingstone

Research output: Contribution to journalArticle

39 Citations (Scopus)

Abstract

Larger portion sizes (PS) may be inciting over-eating and contributing to obesity rates. Currently, there is a paucity of data on the effectiveness of serving size (SS) guidance. The aims of the present review are to evaluate SS guidance; the understanding, usability and acceptability of such guidance, its impact on consumers and potential barriers to its uptake. A sample of worldwide SS guidance schemes (n 87) were identified using targeted and untargeted searches, overall these were found to communicate various inconsistent and often conflicting messages about PS selection. The available data suggest that consumers have difficulty in understanding terms such as 'portion size' and 'serving size', as these tend to be used interchangeably. In addition, discrepancies between recommended SS and those present on food labels add to the confusion. Consumers generally understand and visualise SS best when expressed in terms of household measures rather than actual weights. Only a limited number of studies have examined the direct impact of SS guidance on consumer behaviour with equivocal results. Although consumers recognise that guidance on selecting SS would be helpful, they are often unwilling to act on such guidance. The challenge of achieving consumer adherence to SS guidance is formidable due to several barriers including chronic exposure to larger PS, distorted consumption norms and perceptions, the habit of 'cleaning one's plate' and language barriers for ethnic minorities. In conclusion, the impact of SS guidance on consumers merits further investigation to ensure that future guidance resonates with consumers by being more understandable, usable and acceptable.

Original languageEnglish
Pages (from-to)610-621
Number of pages12
JournalProceedings of the Nutrition Society
Volume71
Issue number4
DOIs
Publication statusPublished - Nov 1 2012

    Fingerprint

Keywords

  • Dietary guidelines
  • Food portion size:
  • Food serving size
  • Obesity

ASJC Scopus subject areas

  • Medicine (miscellaneous)
  • Nutrition and Dietetics

Cite this

Faulkner, G. P., Pourshahidi, L. K., Wallace, J. M. W., Kerr, M. A., McCrorie, T. A., & Livingstone, M. B. E. (2012). Serving size guidance for consumers: Is it effective? Proceedings of the Nutrition Society, 71(4), 610-621. https://doi.org/10.1017/S0029665112000766