A study published in the journal Appetite has found that people assume portion sizes to be larger when they are presented with larger sized packaging. The study specifically assessed the influence of packaging sizes on portion estimates in a group of over 13 000 participants residing in six European countries. The study found that the estimates of portion sizes were larger when based on larger packaging compared with smaller packaging. Since larger estimates of portion size are likely to result in consumption of larger amounts of food, the researchers suggest that the results of the study have implications in terms of energy intake and weight gain.
Hieke, S, Palascha, A, Jola, C, Wills, J, Raats, MM. “The pack size effect: Influence on consumer perceptions of portion sizes” Volume 96, 1 January 2016, Pages 225–238