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In the contemporary Indian context, where dietary habits are evolving amid rapid urbanisation and changing lifestyles, the size of food portions and packaging plays a pivotal role in influencing nutrition intake and overall health outcomes. It is pertinent to keep in mind that non-communicable diseases or health issues are due to factors including genes, environment, infections/diseases, lifestyle and psychological / emotional stress and not only due to food related habits.
Portion control refers to the practice of consuming specific quantities of food to manage calorie intake effectively and achieve nutritional goals. It involves awareness of appropriate serving sizes based on dietary guidelines and personal health considerations. Whereas the packaged food size refers to the quantity of food sold in retail packaging and may comprise of many servings, which impacts consumer buying behaviour, choices and consumption patterns.
In recent years, India has witnessed a shift towards single serve and larger package sizes of the packaged foods across various categories. This trend is driven by factors such as changing consumer preferences, economic incentives for manufacturers and the influence of global food trends. Where on one hand, larger packages often cater to gatherings and festive celebrations with family and friends, on the other hand single serve packs are for personal consumption e.g. single serve chocolate packs, coffee sachets, biscuit packs etc. The over consumption of larger or multiple single serve packs on regular basis may be a significant contributor to diet related diseases in India.
Consumer health implications
The health implications of portion control and packaged food size are profound in the Indian context. With the prevalence of lifestyle diseases such as obesity, diabetes and cardiovascular disorders on the rise, managing calorie intake through portion control is crucial for maintaining healthy body weight and reducing the risk of chronic diseases. Educating consumers about portion sizes and promoting mindful eating habits can empower individuals to make healthier dietary choices and improve overall well-being.
For Indian consumers, adopting portion control involves understanding traditional serving sizes and making informed decisions when purchasing packaged foods. Portion-controlled packaging can facilitate this process by offering pre-measured servings that align with dietary recommendations, thereby assisting consumers in managing calorie intake effectively and at the same time eat their desired food.
Role of product manufacturers
Product manufacturers in India play a significant role in fulfilling consumer needs for different occasions, giving them choices and in shaping consumer behaviour through the portion sizes and packaging options they offer. By providing portion-controlled single serve packaging or larger packs clearly indicating the number of serves and serving size, manufacturers can promote healthier eating habits and support consumer efforts to maintain a balanced diet e.g. single serve packs of sweets, snacks and dairy products are available to cater to health-conscious consumers looking for portion-controlled options.
Moreover, manufacturers have the opportunity to innovate and reformulate products to improve nutritional quality while maintaining portion control. This can include either reduction in sugar, salt, saturated fat or addition of vitamins, minerals, omega-3 etc. in packaged foods to align with recommended dietary allowances and provide consumers options to make healthier choices. By prioritising nutrition and portion control in product development, manufacturers can contribute to public health initiatives aimed at combating diet-related diseases in India.
Challenges and solutions
Implementing effective portion control strategies poses challenges for both consumers and manufacturers in India. Consumer education is essential to raise awareness about appropriate portion sizes and promote healthier eating behaviours. Nutritional labelling initiatives and public health campaigns can empower Indian consumers to make informed choices based on portion sizes and nutritional content. With the Food Safety and Standards (Labelling and Display) Regulations, 2020 issued by Food Safety and Standards Authority of India (FSSAI) every packaged food is required to label serve size and number of servings on the pack. Consumers can now choose to consume wisely depending upon the intended portion as per the need.
For manufacturers, offering a variety of packaging options which includes but is not limited to single serve packs, multi-serve packs or bulk packs can cater to diverse consumer preferences while promoting sustainability. Collaborating with government agencies and healthcare organisations can also facilitate the adoption of portion control measures and promote healthy eating habits among consumers.
Conclusion
While non-communicable diseases or health issues are due to factors including genes, environment, infections/diseases, lifestyle and psychological/emotional stress and better health outcomes could be ensured with right food related habits. The brands as well as consumers can do much more to ensure a health seeking behaviour through better awareness and improved packaging, labelling and appropriate pack sizing. The importance of portion control and packaged food size extends beyond individual health considerations to encompass broader societal impacts on nutrition, health and sustainability in India. By prioritising portion control, Indian consumers can improve their dietary habits and reduce the risk of overconsumption of calories.
Simultaneously, product manufacturers have a responsibility to promote portion control through thoughtful packaging designs and nutritional reformulations. By embracing sustainable practices and supporting consumer efforts to make healthier choices, manufacturers can contribute to public health initiatives and environmental stewardship in India.
As awareness grows about the significance of portion control and packaged food size, collaborative efforts between consumers, manufacturers and policymakers are essential to fostering a healthier food environment in India. Through education, innovation and responsible practices, we can collectively work towards a future where portion control become standard practices, benefiting individuals, communities and the environment alike in the vibrant and diverse Indian food landscape.
The author is Founder Director – Freedom Wellness Management, Nutrition Advisor – Ind Food & Beverage Association (IFBA). The views expressed in the above piece are personal and solely those of the author. They do not necessarily reflect Firstpost’s views.
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