Portion Control Is Growing In Importance Among American Consumers

U.K. market research firm NPD Group reports that American consumers are becoming increasingly aware of portion control as a way to ensure a healthier diet. “Eating smaller portions” was one of 30 diet and lifestyle characteristics consumers of different age groups were asked to associate with good health. Eating smaller portions ranked 11th among all adult consumers as a healthy eating characteristic. Adults consistently rated five eating/lifestyle habits as most important: exercising regularly, eating well-balanced meals, eating all things in moderation, limiting or avoiding saturated fats/cholesterol/trans fats and drinking at least eight glasses of water daily. Generation X consumers (ages 35 to 45) ranked eating smaller portions seventh in importance.