How many Hershey’s Kisses could you eat in one sitting? Research shows that smaller packaging encourages consumers to eat their food anytime they have an urge to nibble, which is why packaged-food makers are quickly introducing miniature-sized food products in the market today.
Hershey Co. learned that individual wrappers on bite-size candy were getting in the way of people eating candy in certain settings, like in a car. The company responded with Reese’s Minis, a small, unwrapped version of its classic Reese’s Peanut Butter Cup, in a resealable bag. Sales of unwrapped miniature chocolate rose about 14% in 2012 compared with the previous year, far faster than the 4% growth of miniature, wrapped chocolates, according to research.
Packaging is so influential that even a subtle hint seems to nudge people to stop eating. Take Milano cookies for example: Ever wondered why these cookies are separated into smaller packages within a large package? These types of “artificial barriers” help eaters to decide when to stop.
Consumers tend to eat less of something if it’s divided into smaller portions. However, the psychology behind how smaller packaging affects eating behavior is quite complicated. For certain types of eaters, small amounts of food could drive them to eat more because it seems as if it’s less food they’re consuming due to the smaller portion size. The bite-size pieces of food are seen as “zero calories,” so they tend to eat more than a regular-sized version of food. More health-conscious eaters respond well with small packages of food because they might think, “Oh wait, I’m not supposed to eat two of them,” since they have to open a new package or wrapper. Also, snacks that come in resealable bags affect eating behavior in the fact that it encourages eaters to slow down because they know they are supposed to save some for later.
What type of eater are you?
Source: ESAdvertising (http://goo.gl/m9YSv)
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