Size Matters

First let me clarify that I am talking about marketing trends in the food and beverage products category here. So stay with me. Because more than ever I see that size matters.

Let’s face it, we are a society that has been brought up to think bigger is better. It really is a psychological thing. I mean why should we settle for a small or medium sized offer when you can colossal-size or super-size? Who wouldn’t agree that bigger is better?

And yes, I am still talking about food and beverage.

Lately I’ve been encouraged by the smaller size trend in the industry and its effect on product offers and packaging. Smaller portions are popping up everywhere. Portion control has always been a major facet of dietary regimens but finally the rest of the industry seems to be taking note. For decades, we've been told to shape up, eat better and control our amount of calorie intake. Americans are becoming too obese. Much of this obesity has been due to the lack of portion control, fatty foods and demanding consumers wishing to get more for their money. This and the lack of restraint at feeding time.

Industry manufacturers are certainly paying attention. And as far as consumer packaged products go there seems to be a new direction. There are individual packets for snack foods, bite-sized breakfast snacks, bite-sized ice cream poppers, one cup coffee pods, pocket-sized diet bars, and my favorite: energy drinks that come in thin 8 oz. bottles.

The bigger the package you pour from, the more you will eat or drink. Larger portion sizes result in more consumption. Put the contents from a jumbo box into a small individual–sized package and consumers will eat less. The smaller the box, the less you prepare and the less you eat. It’s all about creating an illusion.

On the flip side, this can backfire for the consumer’s purchasing decision. They may simply buy more product. Talk about a marketer’s dream! Though not too good for obese America.

But forget about that. It’s not certain that food and drink manufacturers will help trim America’s waistline with this new smaller portion packaging. It’s a long-standing and open debate whether they carry this social responsibility to do so or not.

But what I like most about the smaller portion trend today is that consumers are getting the best of both worlds: convenience and taste. Food companies are producing new small products with big taste. Gastronomically speaking, smaller sizes combined with new and interesting ingredients are bringing about big and exotic new flavors too. Exciting ingredients, fewer calories, bigger taste. Layered flavors are sending sales of food such as cheeses, condiments and ethnic foods soaring. There are new flavored oils and vinegars, pairings of fruit and tangy flavors, and Asian and Latin American flavors which are all in vogue. It’s starting to feel like some sort of “gastro-orgy”.

All of this makes it an exciting time for the food and beverage brands. And for consumers as well. As long as you remember one thing - size matters.

Again I can say this is not Brand NonSense…it actually makes a lot of Sense!

And yes I am still talking about food and beverage!