Is it possible to be too convenient?

As consumers increasingly seek value ahead of convenience, portion-controlled packs are falling out of favour, says Mintel. Recently, 100-calorie snack packs had been very popular as a convenient way to control portion size.

But sales are now falling and, according to Mintel, new launches of 100-calorie packs have slowed too.

Mintel senior research analyst, Marcia Mogelonsky, gives three reasons: consumers want value over convenience in the current economic situation; 100-calorie packs were a diet fad that has proved ineffective; and these packs use an unsustainably large amount of packaging.

The 100-calorie packs were touted as a weight management tool but that reason for purchase has also lost sway after a Journal of Consumer Research study last year found that the 100-calorie snacks had no effect on how much people ate throughout the day.

But Mogelonsky added that portion-controlled packs do still have a place, especially for parents looking for convenient lunchbox snacks for their children.

According to Mintel’s Global New Products Database, 21 new ‘100-calorie’ products were launched last year, compared to six in 2007 and five in 2006.

Just seven new 100-calorie products have been launched to May 28 this year.

(Great spot by big Nick.)


  • Martin O’Toole

    Totally agree.  Also, whilst it’s nice to have ‘real people’ in the ad, the production values are al rather homespun – a lot like the quality of the product as it goes…

    • ChrisJReed

      agreed Martin, so would people buy the product? it becomes anti-advertising!