HEALTH ALERT: CONSUMERS CARRY 'SUPERSIZE' MENTALITY TO HEALTHY FOODS

CONSUMERS CARRY 'SUPERSIZE' MENTALITY TO HEALTHY FOODS

Published January 7, 2014 in Food Product Design

Posted in News, Science & Research, Costs, Economics, Consumer Preference, Consumer Panels,Healthy, Healthy Foods, Nutrition, Diet, Fried Foods, Foodservice, QSR, Beverages, Soft Drinks,Carbonated Beverages, Fruit, Fruits / Vegetables, Vegetable, Retail

NASHVILLE , Tenn.—Consumers often can’t pass up a "supersize" deal, despite possible health consequences. However, new research suggests consumers' willingness to save a few pennies on supersized purchases works also with healthy foods, according to a new paper published in the Journal of Marketing.

Researchers at Vanderbilt University found that by feeding into consumers’ desire to get a bargain, the same economic supersizing mindset that leads to dangerously unhealthy choices could help some people with healthier options as well.

“One of the studies in our research paper shows similar supersizing effects happening with the purchase of baby carrots," said Vanderbilt marketing researcher Kelly Haws. "Consumers are very attracted to deals in general and saving money per unit is very appealing to us, even when the deal is a larger bag of baby carrots."
The term “supersizing" was coined by the McDonald’s corporation in the mid-1990s to denote the practice of selling larger portions of fries and drinks for disproportionately small increases in price. McDonald’s dropped the term by the early 2000's.

However, supersizing is still an effective business practice that lives on, especially in the fast food industry.

“We know the health implications of a giant latte or supersized fries, so a little justification through feeling financially savvy and saving money makes us feel better about our decision and increases consumption," Haws said.

The research also found that reminders of nutritional goals—such as labeling calories on menus—can have some mitigating effect on the harmful effects of supersizing.

Sources:

• Newswise: Pennies vs. Pounds: How “Supersizing” Could Actually Lead to Healthier Choices

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