February 25, 2008
The Shrinking Calorie War
By Tom Ryan
The 100-calorie snack pack is so passé. CPG suppliers are coming out with not only 90 calorie versions but some as low as 80, 70, and even 60.
Quaker has rolled out a slew of 90-calorie treats, and it’s the brand’s fastest-growing line. Since 2007, Quaker’s introduced 11 single-serve products at 90 calories. Last month, it rolled out three Mini Delights and two granola bars.
“What I like most about 90 is that it one-ups 100,” Quaker Foods President Mark Schiller, told USA Today.
Among other brands:
- Although Kellogg claims its “bull’s-eye” for snack packs is still 100 calories, consumers will see “continued growth of portion-control packs” of
all sizes, said Michael Allen, senior vice president of snacks. - ConAgra’s new Hunt’s Snack Pack Fat Free Puddings are 80 calories and its
David Seeds Pumpkin Seeds are 90. - Kraft just rolled out LiveActive Natural Mozzarella Cheese Snacks in 80-calorie
sticks. Its Jet-Puffed marshmallows are sold in 90-calorie pouches. - General Mills is introducing Fiber One yogurt from Yoplait, with 80 calories.
- Hershey’s low-cal offer is 60-calorie Hershey Sticks in four flavors.
- Del Monte has 50-calorie Pup-Peroni packs for Fido.
In 2007, 82 single-serve products touting fewer than 100 calories hit the market versus seven in 2003, Tom Vierhile, director of Datamonitor’s Productscan Online, told USA Today. “You sound like you’re a consumer advocate by ratcheting down the number of calories, but all you’re doing is helping your bottom line.”
Discussion Questions: Do you think the low-calorie standard is moving away from “100-calorie” to products with even fewer calories? Will retailers and CPG suppliers aggressively pursue this opportunity? Do you see portion control products as a fad or a trend?
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Yes, it is a truly vicious circle in so many of the ways already spotted. As packs get smaller, we will want more of them and be willing to spend even more money. We will ignore the extra packaging but persuade ourselves that we are being righteous by eating smaller quantities (even if the total/day adds up to more than a larger pack would). Of course marketers will market these low cal and small packs aggressively–the potential profitability due to consumer gullibility is a massive opportunity.
Yes, Yes, Yes! First it was trans fats, now it moves to calories. 100 Calories is just a goal, since everybody will be moving to 0 calories, just like soft drinks. We only need to move technology in CPG to the level where edible plastics and digestible solids can fill the needs (and tastes) of consumers. This may be a fad now, but the long term implications on America’s exploding waistline are tremendous.
While I applaud the effort at helping folks control their calories, this trend flies in the face of two other trends: Americans’ new “green” conscience and the economic downturn. More packaging means more waste. More packaging also means more money. I’m not sure what to think of the longevity of this <100 calorie packaging trend.
Reversing the super-size trend is refreshing. Before we get to the empty bag for no calories someone is going to get smart and realize that calories aren’t the only issue–diabetics want no sugar and to know the glycemic index; heart and cholesterol patients want to know the amount of salt; those interested in organic foods want to know the amount of processed food; some want to know the fiber content; some want to know if extra calcium or other vitamins have been added. What do your consumers want is a more important question than how low should we push the number of calories in a portion?
Portion control is a trend that’s here to stay. Of course, some folks will eat multiple packages of the portion-controlled snacks. Every snack maker has nothing to lose by exploring portion control sizes.
People will always market their version of a better mousetrap. Is it a fad? Sure. Will some of it stick around the market? Probably. Will people wake up one day and realize that if they exercised more they wouldn’t have to worry about this stuff so much? Don’t hold your breath.
The 100 calorie packs are crazy but but of course, it works! However, if the packs are reduced to even lower amounts of calories, the quantities will be so small that companies will start selling larger quantities of multi-packs, which might not be so good for the calorie counter that starts snacking on more than one pack at a time!
I’m waiting for the first empty pack of no-calorie cookies. Yum!
Portion control is an integral part of most weight loss diet programs. While the programs come and go, the portion control element remains. It just gets re-packaged. Food manufacturers have finally joined this parade with the 100 calorie and less products. The CPG fad is the current packaging around portion control. No one has yet come up a convincing argument that makes eating less, more appealing in this country. It’s counter-cultural here.
So the trick is to stay in the front of the parade. The option is to watch interested consumers stretch current products, a self-regulated portion control. This means lower sales folks. Better to help consumers do this with essentially smaller sizes.
This is a trend that will keep on going like the energizer bunny. Unfortunately for consumers but fortunately for CPG companies, we can’t control ourselves. What is the biggest marketing word opportunity with the most hype? “Diet.” The 100 calorie pack promotions went well spite the fact the consumer paid close to double for the product. Why not buy a large bag for half the cost and ration yourself? Because we (the consumer) have no willpower and buying it by pack size somehow helps our conscience. Look at the new snack packs for cookies, school lunches, etc. Has anyone said “green” packaging? The amount of packaging in these thing is arguably more expensive.
So, until consumers get smarter about purchasing, and more aware of packaging waste, this will continue to be a hit.
As someone who tries to be a steward of the planet the increase in popularity of these little teeny tiny individual packages of snack foods is annoying as heck. Forget the empty calories–the packaging materials and disposal costs alone simply cannot be justified at a time when plastic bags are the enemy and measuring carbon footprints are the rage.
I actually love this trend. We are finally getting away from super-sizing everything into realistic portions. OK, so you have to market it to make it sound exciting, but bottom line it feels more reasonable to me than it does like hype.
I know every once in a while I have an overwhelming urge for just a few chips. Having a few will satisfy the craving but I know that if I have a huge bag–they will all be gone! Just try to go to a store and find a smaller than $0.99 bag. It’s impossible.
I firmly believe this push toward more reasonable portions will continue to grow and as it does, it will help us become a more fit nation.
Portion control is a way of selling more product to the consumer. If the packs continue to get smaller, and less calories, the average consumer tends to eat more than one per day, because they feel less guilty. This results in greater sales for the manufacturer, as well as for the retailer. Ultimately, it will mean more calories for the consumer (if they continue to eat more packs), and then more opportunities to sell additional low-calorie items to help the consumer lose weight.
The circle continue to go ’round and ’round….
OK, I’ll be the naysayer: I think this is a short-lived trend. The fact that the calorie counts are dropping now is the slippery slope. Once they hit the point where nobody can seriously eat a pack and feel satisfied, someone will come out with the “full size snacking” bag and we’ll head on up the sizing curve. Consumers will get confused and just buy regular bags again.
Here’s an idea: a 10-pack of celery stalks in a 100-calorie bag! 🙂
Consumers appreciate and look for calorie controlled portions. Having more choices than just 100 calories is good business. I’d like to see more “portion control” meals at restaurants. I have also noticed more restaurants advertising the number of points in certain meals and desserts for those who follow Weight Watchers. Progresso recently came out with “zero points” soups which are a plus for Weight Watchers followers (and wannabes).
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Yes, it is a truly vicious circle in so many of the ways already spotted. As packs get smaller, we will want more of them and be willing to spend even more money. We will ignore the extra packaging but persuade ourselves that we are being righteous by eating smaller quantities (even if the total/day adds up to more than a larger pack would). Of course marketers will market these low cal and small packs aggressively–the potential profitability due to consumer gullibility is a massive opportunity.
Yes, Yes, Yes! First it was trans fats, now it moves to calories. 100 Calories is just a goal, since everybody will be moving to 0 calories, just like soft drinks. We only need to move technology in CPG to the level where edible plastics and digestible solids can fill the needs (and tastes) of consumers. This may be a fad now, but the long term implications on America’s exploding waistline are tremendous.
While I applaud the effort at helping folks control their calories, this trend flies in the face of two other trends: Americans’ new “green” conscience and the economic downturn. More packaging means more waste. More packaging also means more money. I’m not sure what to think of the longevity of this <100 calorie packaging trend.
Reversing the super-size trend is refreshing. Before we get to the empty bag for no calories someone is going to get smart and realize that calories aren’t the only issue–diabetics want no sugar and to know the glycemic index; heart and cholesterol patients want to know the amount of salt; those interested in organic foods want to know the amount of processed food; some want to know the fiber content; some want to know if extra calcium or other vitamins have been added. What do your consumers want is a more important question than how low should we push the number of calories in a portion?
Portion control is a trend that’s here to stay. Of course, some folks will eat multiple packages of the portion-controlled snacks. Every snack maker has nothing to lose by exploring portion control sizes.
People will always market their version of a better mousetrap. Is it a fad? Sure. Will some of it stick around the market? Probably. Will people wake up one day and realize that if they exercised more they wouldn’t have to worry about this stuff so much? Don’t hold your breath.
The 100 calorie packs are crazy but but of course, it works! However, if the packs are reduced to even lower amounts of calories, the quantities will be so small that companies will start selling larger quantities of multi-packs, which might not be so good for the calorie counter that starts snacking on more than one pack at a time!
I’m waiting for the first empty pack of no-calorie cookies. Yum!
Portion control is an integral part of most weight loss diet programs. While the programs come and go, the portion control element remains. It just gets re-packaged. Food manufacturers have finally joined this parade with the 100 calorie and less products. The CPG fad is the current packaging around portion control. No one has yet come up a convincing argument that makes eating less, more appealing in this country. It’s counter-cultural here.
So the trick is to stay in the front of the parade. The option is to watch interested consumers stretch current products, a self-regulated portion control. This means lower sales folks. Better to help consumers do this with essentially smaller sizes.
This is a trend that will keep on going like the energizer bunny. Unfortunately for consumers but fortunately for CPG companies, we can’t control ourselves. What is the biggest marketing word opportunity with the most hype? “Diet.” The 100 calorie pack promotions went well spite the fact the consumer paid close to double for the product. Why not buy a large bag for half the cost and ration yourself? Because we (the consumer) have no willpower and buying it by pack size somehow helps our conscience. Look at the new snack packs for cookies, school lunches, etc. Has anyone said “green” packaging? The amount of packaging in these thing is arguably more expensive.
So, until consumers get smarter about purchasing, and more aware of packaging waste, this will continue to be a hit.
As someone who tries to be a steward of the planet the increase in popularity of these little teeny tiny individual packages of snack foods is annoying as heck. Forget the empty calories–the packaging materials and disposal costs alone simply cannot be justified at a time when plastic bags are the enemy and measuring carbon footprints are the rage.
I actually love this trend. We are finally getting away from super-sizing everything into realistic portions. OK, so you have to market it to make it sound exciting, but bottom line it feels more reasonable to me than it does like hype.
I know every once in a while I have an overwhelming urge for just a few chips. Having a few will satisfy the craving but I know that if I have a huge bag–they will all be gone! Just try to go to a store and find a smaller than $0.99 bag. It’s impossible.
I firmly believe this push toward more reasonable portions will continue to grow and as it does, it will help us become a more fit nation.
Portion control is a way of selling more product to the consumer. If the packs continue to get smaller, and less calories, the average consumer tends to eat more than one per day, because they feel less guilty. This results in greater sales for the manufacturer, as well as for the retailer. Ultimately, it will mean more calories for the consumer (if they continue to eat more packs), and then more opportunities to sell additional low-calorie items to help the consumer lose weight.
The circle continue to go ’round and ’round….
OK, I’ll be the naysayer: I think this is a short-lived trend. The fact that the calorie counts are dropping now is the slippery slope. Once they hit the point where nobody can seriously eat a pack and feel satisfied, someone will come out with the “full size snacking” bag and we’ll head on up the sizing curve. Consumers will get confused and just buy regular bags again.
Here’s an idea: a 10-pack of celery stalks in a 100-calorie bag! 🙂
Consumers appreciate and look for calorie controlled portions. Having more choices than just 100 calories is good business. I’d like to see more “portion control” meals at restaurants. I have also noticed more restaurants advertising the number of points in certain meals and desserts for those who follow Weight Watchers. Progresso recently came out with “zero points” soups which are a plus for Weight Watchers followers (and wannabes).