Downsizing by design – Investigating acceptance, choice and willingness to pay for portion control design concepts

Tang, Tang; Chawner, Liam R.; Chu, Ruiqi; Nekitsing, Chandani; Hetherington, Marion M.

doi:10.1016/j.foodqual.2021.104434

Cited by 9 publications

(8 citation statements)

References 34 publications

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“…Yet, this solution raises concerns about the environmental cost of additional packaging. Tang et al ( 2022 ) have designed some examples of promoting sustainable, reusable and/or recyclable materials for small, pre‐portioned packs, which provide one way to avoid food waste and reduce the environmental impact of packaging materials.…”

Section: Discussionmentioning

confidence: 99%

“…Experimental evidence has demonstrated that manipulating different elements of packaging has the potential to affect how much food is eaten. Thus, changes to on-pack cues such as images on the front of the pack, showing a small portion or structural features such as small packs, as well as partitioning and resealability all contribute to reduce food intake (Chu et al, 2021;Tang et al, 2020Tang et al, , 2022. Taken together, packaging features can be used to limit intake of HED foods and the transfer of some successful marketing strategies to packaging such as cartoons, "fun fonts" and appealing colours can encourage intake of LED foods.…”

Section: Introductionmentioning

confidence: 99%

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Attention to detail: A photo‐elicitation study of salience and packaging design for portion control and healthy eating

2022

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Evidence demonstrates that food packaging attracts consumers to purchase and has the potential to nudge consumers towards healthy choices, including reducing portion size. However, food purchasing decisions are often automatic and packaging features may go unnoticed. Therefore, it is important to understand what consumers identify as most salient about packaging: what they notice and why, and which elements might nudge consumers towards healthy options and smaller portions of high‐energy‐density foods. This study explored consumer perception of food packaging, investigated specific features associated with portion control and elicited design ideas to improve packaging for healthy eating and downsizing. A qualitative approach was adopted applying a participant‐driven photo‐elicitation (PDPE) task with in‐depth interviews. Participants were 25 adults living in the UK (aged 20–32 years; 17 females, 8 males, truex¯BMI = 23 kg/m2). Participants took photographs of 10 food packages according to salience (n = 5) and portion control (n = 5). These were uploaded to a secure site and then discussed at the interview, which was transcribed and analysed. The salience of packaging was described in terms of trust building, stimulating appetite and relating to self‐identity, whereas for portion control, themes included structural reminders, healthy prompts and portion awareness. Packaging can be designed to make health value or serving size more salient by prompting portion control and increasing the attractiveness of packaging. While food purchase decisions happen with little deliberation, when probed, consumers provide useful insights for packaging design to assist portion control.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Attention to detail: A photo‐elicitation study of salience and packaging design for portion control and healthy eating

2022

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“…Research by de Droog et al (2017) demonstrates the use of hand puppets to involve children in interactive reading to promote vegetable consumption. Therefore, fun and interactive child-friendly packaging design might offer opportunities to attract children to healthy eating, learn about portion control and establish portion norms through enhanced playful engagement and narrative development ( Tang et al, 2022 ).…”

Section: Discussionmentioning

confidence: 99%

Designing for downsizing: Home-based barriers and facilitators to reduce portion sizes for children

et al. 2022

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Evidence confirms that parents know that they should limit non-core foods for their children since these tend to be high in energy density (HED), fat, salt and sugar. However, it is unclear how knowledge of portion size limits, such as the 100 kcal guide from Public Health England are applied in practice. To observe in real-time children’s home food environment related to portion control and to explore with parents their reported portion size strategies, a mixed methods study was designed. Families with children aged 1–5 years were recruited (n = 21) to a three-part study: (1) to complete questionnaires and interviews on household food intake and portion control; (2) to report daily food intake for 4 days (n = 13) for one parent and their child(ren); (3) to observe home-based food provisioning via videorecording during dinner, breakfast and snack time (n = 6). Although the problem of large portion sizes of HED foods was recognised by mothers, strategies to downsize portions were not necessarily applied at home, as revealed in home observations and diaries. A mismatch between what was observed at home, what was reported in food diaries and what was said in interviews became apparent for some families. Mothers reported the need for greater support and guidance to downsize HED foods since they relied on pre-packaging as a guide to intake. Education and engagement were identified as important parameters for downsizing by mothers. One strategy which could be explored and applied by manufacturers is packaging design to faciliate the 100 kcal guidance using physical and engaging ways to assist parents in downsizing HED foods for their children. To facilitate effective government communication, innovative packaging design can be used to convey clear guidance and to tailor portion size messages for children. Packaging design, alongside government recommendations, can support parents’ goals to achieve healthy eating and can reinforce guidance for portion norms through innovation involving learning, playful engagement, and interaction.

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“…Perception of the package is formed by integrating physical and functional elements such as recyclable, good taste, high quality, safe, and attractive (Venter et al, 2011). Researchers have investigated the role of packaging in promoting the intake of foods associated with healthy eating and those linked with overeating (Chu et al, 2021, Tang et al, 2022, Tang et al, 2020.…”

Section: Introductionmentioning

confidence: 99%

Using photo-elicitation to explore salient food packaging characteristics and design features to enhance portion control

Chu¹,

Tang²,

Hetherington³

2022

Preprint

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The present study was designed to explore consumer perception of food packaging, to investigate specific features they associated with portion control, and to elicit design ideas to improve packaging to support healthy eating and portion control. Participant driven photo-elicitation (PDPE) and in-depth interviews were conducted with 25 adults living in the UK (aged 20-32 yr; 17 females, 8 males, x̄BMI = 23 kg/m2). Participants took photographs of 10 food packages according to salience (n = 5) and portion control (n = 5). These were uploaded to a secure site then discussed at interview which was then transcribed and analysed. Salience was described in terms of trust building, stimulating appetite and self-identity; whereas for portion control, themes included structural reminders, healthy prompts and portion awareness. Packaging ideas to improve design varied from enhancing portion reminders, increasing the attractiveness of packaging, to making the health value or serving size more salient. While food purchase decisions tend to be done with little deliberation, when probed consumers provide useful insights for packaging design to assist food choice.

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Downsizing by design – Investigating acceptance, choice and willingness to pay for portion control design concepts

Cited by 9 publications

References 34 publications

Attention to detail: A photo‐elicitation study of salience and packaging design for portion control and healthy eating

Attention to detail: A photo‐elicitation study of salience and packaging design for portion control and healthy eating

Designing for downsizing: Home-based barriers and facilitators to reduce portion sizes for children

Using photo-elicitation to explore salient food packaging characteristics and design features to enhance portion control

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