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Consumer views of portion size estimation aids

Published online by Cambridge University Press:  28 August 2013

G. P. Faulkner
Affiliation:
Northern Ireland Centre for Food and Health, University of Ulster, Coleraine, BT52 1SA
L. K. Pourshahidi
Affiliation:
Northern Ireland Centre for Food and Health, University of Ulster, Coleraine, BT52 1SA
M. Dean
Affiliation:
School of Biological Sciences, Queen's University Belfast, BT9 5AG
M. Spence
Affiliation:
School of Biological Sciences, Queen's University Belfast, BT9 5AG
S. O'Brien
Affiliation:
Institute of Food and Health, University College Dublin, Belfield, Dublin 4, Ireland
E. Gibney
Affiliation:
Institute of Food and Health, University College Dublin, Belfield, Dublin 4, Ireland
M. A. Kerr
Affiliation:
Northern Ireland Centre for Food and Health, University of Ulster, Coleraine, BT52 1SA
T. A. McCaffrey
Affiliation:
Northern Ireland Centre for Food and Health, University of Ulster, Coleraine, BT52 1SA
J. M. W. Wallace
Affiliation:
Northern Ireland Centre for Food and Health, University of Ulster, Coleraine, BT52 1SA
M. B. E. Livingstone
Affiliation:
Northern Ireland Centre for Food and Health, University of Ulster, Coleraine, BT52 1SA
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Abstract

Type
Abstract
Copyright
Copyright © The Authors 2013 

Larger portion sizes (PS) are one of many factors contributing to the rise in obesity, and this has also distorted consumer's perceptions of appropriate PS( Reference Jeffery, Rydell and Dunn 1 ). To date, there has been little research into consumers' views about portion size estimation aids (PSEA) available to assist with estimating more appropriate PS. The current study aims to explore consumer preferences for PSEA.

Six focus groups (three in NI and three in ROI) with three to eight participants in each group were formed. In total, 32 participants (17 males; 15 females, aged 18–64 years) from both urban and rural locations and representing a range of socio-economic groups took part. Their views on a representative range of PSEA were explored using a semi-structured discussion guide. PSEA included: quantities and measures (e.g. serving sizes on food labels), reference objects (e.g. palm of the hand), household measures and utensils (e.g. 200 ml disposable cup), and food packaging (e.g. demarcations on cheese block). The focus groups were audio recorded, professionally transcribed verbatim, coded by two researchers independently and analysed using an inductive thematic analysis( Reference Braun and Clarke 2 ).

The major themes which emerged are outlined below with example quotes:

This study has identified consumer preferences for “visual” PSEA (e.g. reference objects, household measures and utensils, and food packaging) communicating realistic serving sizes which are flexible for individual requirements, presented consistently and introduced innovatively at an early age. Stakeholders should be cognisant of such views on PSEA when promoting their use for more effective management of PS selection.

This material is based upon works supported by safe food, the Food Safety Promotion Board, under Grant No. 07–2010. Ethical approval was obtained from the Biomedical Sciences Ethics Filter Committee, University of Ulster and the study was conducted according to the guidelines laid down in the Declaration of Helsinki.

References

1. Jeffery, RW, Rydell, S, Dunn, CL et al. (2007) Int J Behav Nutr Phys Act, 4: 27.Google Scholar
2. Braun, V & Clarke, V (2006) Qual Res Psychol 3, 77101.Google Scholar