The Influences of Portion Size, Context and Package Characteristics on Snack Food Consumption : Evidence from a U.S. Rolling Cross-Sectional Survey

Using a unique panel of 40,000 U.S. snack food consumers from 2004-2010, we build a three-dimensional model to study how portion sizes, consumption context, and package characteristics jointly affect the amount of food consumed. As with prior research, we find that consumption does increase with larger portions. However, this effect diminishes significantly when accounting for the consumption context and packaging characteristics as consumption drivers. Most important is how the snack is presented to consumers at the point of consumption (type, size and quantity of packages). We also find that snacking on impulse, alone, with a beverage, or while watching television increases the amount consumed, whereas socializing or snacking at home decreases consumption. We test our model over seven snack types (potato chips, crackers, cheese puffs, nuts and seeds, tortilla chips, pretzels, popcorn), and find that our results hold even for products with different cross-category granularity, palatability and satiety