An evaluation of portion size estimation aids: Consumer perspectives on their effectiveness.
This qualitative study aimed to investigate consumer opinions on the usefulness of portion size estimation aids (PSEA); consumer preferences in terms of format and context for use; and the level of detail of guidance considered necessary for the effective application of PSEA.



Six focus groups (three to eight participants per group) were conducted to elicit views on PSEA. The discussions were recorded, transcribed verbatim and analysed by two independent researchers using a template approach.



The focus groups were conducted in 2013 by an experienced moderator in various sites across the island of Ireland (three in the Republic of Ireland and three in Northern Ireland) including local leisure, community and resource centres; the home environment; and a university meeting room.



General population, males (n = 17) and females (n = 15) aged 18-64 years old. Participants were recruited from both urban and rural locations representing a range of socio-economic groups.



The majority of participants deemed the coloured portion pots and disposable plastic cup (household measures) to be useful particularly for the estimation of amorphous cereal products (e.g. breakfast cereals). Preferences were evident for "visual" PSEA (reference objects, household measures and food packaging) rather than 'quantities and measures' such as weighing in grams or ounces. Participants stated that PS education should be concise, consistent, from a reputable source, initiated at school age and communicated innovatively e.g. mobile app or TV advertisement. Guidance in relation to gender, age and activity level was favoured over a "one size fits all" approach.



This study identified consumer preferences and acceptance of "visual" PSEA such as portion pots/cups to estimate appropriate PS of amorphous grain foods such as breakfast cereals, pasta and rice. Concise information from a reputable source in relation to gender, age and activity level should accompany PSEA.
Northern Ireland Centre for Food and Health (NICHE), University of Ulster, Cromore Road, Coleraine, BT52 1SA, Northern Ireland, UK; Life and Health Sciences, School of Science, IT Sligo, Ash Lane, Co. Sligo, Ireland.
Gemma P
GP
Faulkner
Northern Ireland Centre for Food and Health (NICHE), University of Ulster, Cromore Road, Coleraine, BT52 1SA, Northern Ireland, UK.
M Barbara E
MBE
Livingstone
Northern Ireland Centre for Food and Health (NICHE), University of Ulster, Cromore Road, Coleraine, BT52 1SA, Northern Ireland, UK.
L Kirsty
LK
Pourshahidi
School of Biological Sciences, Queen's University Belfast, BT9 5AG, UK.
Michelle
M
Spence
School of Biological Sciences, Queen's University Belfast, BT9 5AG, UK.
Moira
M
Dean
Institute of Food and Health, University College Dublin, Belfield, Dublin 4, Ireland.
Sinead
S
O'Brien
Institute of Food and Health, University College Dublin, Belfield, Dublin 4, Ireland.
Eileen R
ER
Gibney
Northern Ireland Centre for Food and Health (NICHE), University of Ulster, Cromore Road, Coleraine, BT52 1SA, Northern Ireland, UK.
Julie M W
JMW
Wallace
Northern Ireland Centre for Food and Health (NICHE), University of Ulster, Cromore Road, Coleraine, BT52 1SA, Northern Ireland, UK; Department of Nutrition Dietetics and Food, Monash University, Notting Hill, VIC 3168, Australia.
Tracy A
TA
McCaffrey
Northern Ireland Centre for Food and Health (NICHE), University of Ulster, Cromore Road, Coleraine, BT52 1SA, Northern Ireland, UK. Electronic address: ma.kerr@ulster.ac.uk.
Maeve A
MA
Kerr
D000293:Adolescent; D000328:Adult; D003258:Consumer Behavior; D000072001:Diet, Healthy; D002523:Edible Grain / Q000737:chemistry; D002149:Energy Intake; D005240:Feasibility Studies; D005260:Female; D017144:Focus Groups; D018857:Food Packaging; D007722:Health Knowledge, Attitudes, Practice; D019456:Health Transition; D006801:Humans; D007494:Ireland; D008297:Male; D008875:Middle Aged; D009660:Northern Ireland; D009753:Nutritive Value; D050177:Overweight / Q000517:prevention & control; D064787:Portion Size; D036301:Qualitative Research; D064788:Serving Size; D055815:Young Adult
Consumer; Energy intake; Obesity; Portion size