Tag Archives: food

Package Size Matters

19 Apr

For marketers, there is a lot of consumer psychology that comes into play when communicating with shoppers. This is especially true with packaging — whether it be color, shape, or size.

Since we often overindulge when we eat (at least, many of us :-)), package size has taken on even more importance.

According to Sarah Nassauer, writing for the Wall Street Journal: “Did you really eat that many cookies? Packaged-food makers might know the answer, even if you don’t. Aware that people snack a lot throughout the day, they continue to introduce new packaging that encourages consumers to eat their food anytime they have an urge to nibble, what some executives have dubbed ‘hand-to-mouth’ eating.”

And according to the WSJ, marketers also know this about the “Psychology of Small Packaging”:

  • “Hershey says we more often eat wrapped candy alone, while we might grab unwrapped candy out of a bowl while chatting with friends.”
  • “When given several smaller packages of food, we eat less than when given the same amount of food in one large pack.”
  • “Along with old standbys like potato chips, consumers can now buy smaller packs of dried fruit and hummus.”
  • “Research shows that people are poor judges of when to stop eating.”

Click the image for a WSJ video.


Heinz Again Leads Food Manfacturers on the American Customer Satisfaction Index

16 Nov

The American Customer Satisfaction Index (ACSI): “is an independent national benchmark of customer satisfaction with the quality of products and services available to household consumers in the United States. Each year, roughly 70,000 customers are surveyed about the products and services they use the most. The survey data serve as inputs to an econometric model that benchmarks customer satisfaction with more than 230 companies in 47 industries and 10 economic sectors, as well as over 100 services, programs, and Web sites of federal government agencies.”

For thirteen consecutive years, Heinz has been the highest-rated food manufacturer according to ACSI, ahead of Quaker, Mars, Nestle, Kellogg, General Mills, and many other firms. Heinz’s brands include Heinz, Ore-Ida, and TGI Fridays (branded food items).

Click the ACSI logo to see how satisfied U.S. consumers are with food manufacturers.



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