Big Brands Are Using Small Sizes to Feed Your Unhealthy Appetite
Good things come in small packages: not just for consumers, but also for companies. Whereas buyers may see tiny sodas and smaller chocolate bars as an opportunity to snack more responsibly, brands like Coca-Cola and Hershey see them as ways to reap financial benefits.
Euromonitor International recently released a report on packaging and discussed the trend towards shrinking package sizes – also referred to as “rightsizing” – a name which indicates the changing attitude from the days not long ago when bigger was better. “Snacking, portion control and consumer mindfulness over sugar intake are pertinent trends in foods and soft drinks behind the movement to buy in smaller quantities and supported by a number of government initiatives that address national health concerns like sugar intake and obesity,” Euromonitor writes.
But as Quartz points out, these smaller packages also can have advantages for businesses, translating not only into sales boosts, but also allowing companies like Coca-Cola to charge more per ounce when hawking smaller sodas. Consider it as the opposite of buying in bulk: Brands are charging buyers a premium for the opportunity to give into their desires for healthier sizes and on-the-go convenience.
Of course, there’s always the chance that consumers will catch on to the fact that we’re paying more to essentially have the brands we love play mind-games with us. Call it the potential for a “rightsizing of the rightsizing.” Wouldn’t it be better if we all just had any semblance of self-control? If only there was a company that could sell us that.