PORTION DISTORTION: HOW THE FOOD INDUSTRY USES PSYCHOLOGY TO INFLUENCE INTAKE

Over the last decades portion sizes served to consumers have grown larger, which ultimately has contributed to the rise of overweight and obesity levels. Indeed, something that has happened so subtly yet is having a serious impact on our health and planet. A key culprit for this portion increase is all due to a new phenomenon known as “Portion Distortion”, which can be defined as the perception that large portions are appropriate amounts to eat at a single sitting. As discussed in a recent BBC podcast, we must beg the question on how we can reverse such measures of servings when we have been misled to believe that these amounts are ‘regular size’. An example of this is that pizza on average is 50% larger than in 1990, skewing our perception on what we deem as normal. In addition to this, as the size of our own plates have increased so have plates, cutlery and glasses. As a result of “Portion Distortion”, people are consistently eating and drinking greater amounts when they are offered more, and we are cued more by the food in front of us rather than feeling of hunger (where we should intuitively eat).But at what cost? Undeniably, over consumption contributes towards the obesity epidemic which is not restricted to industrialized societies. In developing countries, it is estimated that over 115 million people suffer from obesity-related problems, and on the environmental side, the excess amount of energy used from energy production & food waste accounts for an extra 12-15% surplus energy. Certainly, we are producing a lot more than necessarily needed. Globally we are losing (in the production stage) or wasting (in the consumption stage) one third of all food produced for consumption.

The rationale behind such large sizes in fact creates good commercial sense for companies, leveraging cheap ingredients and our own psychology. The price of food actually makes up a small proportion of their expenses, and so companies can raise the price, offer more and consumers comprehend it as good value for money.