Regional differences in portion size consumption behaviour: Insights for the global food industry

Abstract: Given the influence of globalization on consumer food behaviour across the world, the purpose of this paper is to contribute to the theoretical discourse around food portion size as a global consumption-related symbol and its underlying socio-economic drivers for food industry strategy. Overall, 25,000 global food consumers were surveyed across 24 countries to elicit insight on portion size consumption behaviour as well as consumer perception on eating and drinking small portion size within selected socio-economic classes. The data was quantitatively analysed to answer the pertinent research objectives. In 20 out of the 24 global markets surveyed, large food portion size was statistically established as a prevalent consumption-related symbol. The paper found that there are regional differences in portion size food consumption behaviour, and further disparities exist across age, gender and income status in 24 countries covering all regions, including Australia, China, Mexico, South Africa, United Kingdom and United States of America. The outlined food industry implications reveal that adaptation and standardisation strategies are still relevant in global food and nutrition strategy as revealed by the variations in the preference for food portion sizes across various countries of the world

Objective And Subjective Aspects Of The Drive To Eat In Obesogenic Environments

In obesogenic environments the compulsion to eat and eating behaviors occur even though biomarkers of physiological hunger are not present. Appetite is driven by a symphony of invisible hormones, enzymes, peptides, neurotransmitters and neuromodulators from peripheral inputs including the sensory organs, adipose tissue, stomach, small intestines and pancreas acting in the gut and the central nervous system (CNS) particularly the hindbrain, hypothalamus and cerebral cortex. Many of these responses are catalyzed by the visible abundance of food and food cues that are ever-present for an increasing number of people. Other aspects of the environment that unconsciously (mindlessly) increase food intake are: large packages, eating distractions, convenience, as well as physical characteristics of foods such as high food salience and increases in variety. Chemosensory (i.e., sweetness) and visual manipulations (e.g., colors and shapes) of food are prominent features of the obesogenic environment and are deceptive with regard to both consumption volume and energy density. This chapter will explore the linkages of these objective neurophysiological parameters, their environmental triggers and the subjective experiences of obesogenic eating