Half of Britons admit to snack serving size confusion

Half of UK consumers don't know what constitutes as one serving of snacks, claims a new survey

More than half of UK consumers admit to not knowing what constitutes a single serving of snacks such as crisps, revealed a new survey commissioned by gluten-free snack manufacturer Wellaby’s.

The results released today (July 12) found that up to one-third of consumers felt they had been misled into buying larger bags of snacks, without realising what the recommended serving sizes are for a single portion.

More than a third of respondents (36%) said they did not think serving size labelling on crisps and snacks was clear enough. They felt labelling needed to be obvious and clearly state on the front of a pack if it contained more than a single serving.

A further 36% believed manufacturers needed to ensure people knew if they are eating more than one serving, as many assumed that a bag of crisps is suitable as a single serving.

Not checking snack labelling

However, a quarter admitted to not checking snack labelling for serving sizes.

Wellaby’s asked whether consumers needed to take more responsibility for their food choices, or if manufacturers needed to make serving sizes more transparent and obvious.

Strategic development director Sue Warren said manufacturers could do more to inform consumers on portions sizes.

The findings of this recent study are interesting.  We believe that retailers and manufacturers do have a duty of care to provide the right information to consumers and to ensure labelling is transparent and not misleading,” said Warren.

‘Industry can’t take responsibility’

Having said that, when it comes to making the purchase, the industry can’t take responsibility for the decisions and choices people make. Balanced snacking should be about making healthy choices where possible and having a treat from time to time, but in moderation.”

Wellaby’s wanted to see more debate over whether manufacturers needed to educate consumers on correct portion sizes, or if it should be the consumer’s responsibility, added Warren.

“We all need to play our part in the quest to reduce obesity in this country and to encourage healthier choices and a greater sense of responsibility and that has to be a two-way process.”

Meanwhile, key insights into the multi-billion pound global snacks industry are on offer in our free one-hour webinar, Sustainable snacking trends for 2017, from the Food Manufacture Group.


Wellaby’s survey on portion sizes – at a glance
  • More than half of respondents do not know how big a single portion of snacks is
  • 36% didn’t think labelling on portion sizes was clear enough
  • A quarter didn’t check for portion sizes on snack packaging
  • 36% said more needed to be done to ensure people knew if they were consuming more than one portion

Related News

Crisps remain king of the European snacks market. You can listen to our free one-hour webinar until the end of August

New snacking opportunities created by Generation Z

Your questions are answered by the sustainable snacking webinar's expert panel

Sustainable snacking: Your questions answered

Fairfield Farm Crisps has signed a deal with equipment provider Fabcon Food Systems to expand production

Fairfield Farm Crisps invests to expand production

The webinar, Sustainable snacking trends for 2017, takes place at 3pm on Thursday June 15

European Snacks Association backs free snacking webinar

Don’t miss your free place at our webinar on sustainble snacking trends to take place at  3pm on Thursday June 15

Food snacking trends under sustainability spotlight

The healthier packaged snacks market in the UK is in double-digit growth

Healthier snacks now eaten by more than half of consumers

The boundaries between confectionery and traditional dried fruits, like prunes, are blurring

Processed snacks ‘undermine’ traditional dried fruits

Kolak Snacks has merged with Europe Snacks to form a £225M manufacturing business, which employs 1,400 people and produces more than 1.4bn packs a year

New snacks giant formed from £225M merger

The snacks sector is dominated by two key trends – Clean supreme and Disruptive green, says Innova

Sustainable snacking: two trends dominate sector

Montagu Group acquired West Country Vending Services

Tayto snacks to appear in more vending machines

The Snack, Nut and Crisp Manufacturers' Association said the results of a recent acrylamide investigation should not be looked at in isolation

Snacks sector hits back over crisp acrylamide claims

Submit a comment

Your comment has been saved

Post a comment

Please note that any information that you supply is protected by our Privacy and Cookie Policy. Access to all documents and request for further information are available to all users at no costs, In order to provide you with this free service, William Reed Business Media SAS does share your information with companies that have content on this site. When you access a document or request further information from this site, your information maybe shared with the owners of that document or information.