Around a third of Americans already use single-serve packs to help control what they eat, but there are clear signs that they want more products in smaller packs, says the report by The Hartman Group.
Pulse Report: Portion Control from Consumer Perspective reveals that among consumers who do not buy single-serve or reduced calorie-count products, 33 percent do not buy them because they are not available in the products they are most interested in.
"When we examine occasions during which consumers find it challenging to manage how much they eat, we discovered how complex the behavior of portion control is: Late night snacking, dinner away from home and dinner at home are the top three eating occasions in which consumers struggle to manager their portions," said Laurie Demeritt, president and COO of The Hartman Group.
Based on a survey conducted in March 2007 of 1,043 consumers, the report claims that people are seeking out smaller-packed products as they require help in moderating the size of the food portions they buy, despite recognizing that they are responsible for what they eat.
'Minimizing', says Hartman, is increasingly 'in', whereas 'super-sizing' is on its way out.
People say they want to moderate their food consumption patterns both through the products they buy in the supermarket, and in their meal choices at restaurants.
Some 84 percent of respondents said they felt restaurants should offer a variety of portion sizes for each entrée.
And in fresh and prepared products bought at retail, 82 percent of consumers agreed that supermarket bakeries should offer more items in single-serve packs.
"The lines are blurring between where consumers will purchase and consume a snack, meal or 'treat'," said Demeritt.
"Supermarket food courts and delis that cater to both individual as well as family needs can evolve with the changing food habits of shoppers.
We see consumers increasingly looking for portion control options when eating out."
The report, which claims to offer insights and opportunities for food manufacturers and other players in the industry, also describes top of mind single-serve and calorie count brands and examines "category killers" in these brands.