Larger portion sizes (PS) are one of many factors contributing to the rise in obesity, and this has also distorted consumer's perceptions of appropriate PS⁽ Reference Jeffery, Rydell and Dunn ^{1 )}. To date, there has been little research into consumers' views about portion size estimation aids (PSEA) available to assist with estimating more appropriate PS. The current study aims to explore consumer preferences for PSEA.

Six focus groups (three in NI and three in ROI) with three to eight participants in each group were formed. In total, 32 participants (17 males; 15 females, aged 18–64 years) from both urban and rural locations and representing a range of socio-economic groups took part. Their views on a representative range of PSEA were explored using a semi-structured discussion guide. PSEA included: quantities and measures (e.g. serving sizes on food labels), reference objects (e.g. palm of the hand), household measures and utensils (e.g. 200 ml disposable cup), and food packaging (e.g. demarcations on cheese block). The focus groups were audio recorded, professionally transcribed verbatim, coded by two researchers independently and analysed using an inductive thematic analysis⁽ Reference Braun and Clarke ^{2 )}.

The major themes which emerged are outlined below with example quotes:

This study has identified consumer preferences for “visual” PSEA (e.g. reference objects, household measures and utensils, and food packaging) communicating realistic serving sizes which are flexible for individual requirements, presented consistently and introduced innovatively at an early age. Stakeholders should be cognisant of such views on PSEA when promoting their use for more effective management of PS selection.