Portion size labeling and intended soft drink consumption: the impact of labeling format and size portfolio.
OBJECTIVE
To assess what portion size labeling format is most promising in helping consumers selecting appropriate soft drink sizes, and whether labeling impact depends on the size portfolio.


METHODS
An experimental study was conducted in fast-food restaurants in which 2 labeling formats (ie, reference portion size and small/medium/large labels) were compared to a control condition, and 2 size ranges were assessed. The main outcome variable was participants' intended soft drink size choice. Stimulus material was presented through photographs.


RESULTS
There was a statistical trend for reference portion size labeling increasing the likelihood to choose small sizes (n=158, odds ratio=2.55, P=.06, confidence interval: 0.84-7.70).


CONCLUSIONS
Reference portion size labeling is potentially most promising in reducing large portion size preferences. More research assessing the effectiveness of reference portion size labeling (combined with pricing strategies) on actual choices and consumption behavior in a realistic setting is recommended.
Department of Health Sciences and the EMGO Institute for Health and Care Research, Vrije Universiteit Amsterdam, Amsterdam, The Netherlands. willemijn.vermeer@falw.vu.nl
Willemijn M
WM
Vermeer
Ingrid H M
IH
Steenhuis
Franca H
FH
Leeuwis
Arjan E R
AE
Bos
Michiel
M
de Boer
Jacob C
JC
Seidell
D000293:Adolescent; D000328:Adult; D002253:Carbonated Beverages; D002755:Choice Behavior; D016001:Confidence Intervals; D002149:Energy Intake; D057140:Fast Foods; D005260:Female; D005515:Food Labeling; D006801:Humans; D008297:Male; D016017:Odds Ratio; D012147:Restaurants; D011795:Surveys and Questionnaires; D055815:Young Adult