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100-Calorie Packs Lose Steam as Dieters Turn to Satiety

May 26, 2009: 10:28 AM EST
Satiety may be replacing calorie control as the next big trend in dieting. Consumers are turning away from 100-calorie packs, amid concerns about price, efficacy, taste and sustainability. IRI says sales of 100-calorie packs are down, and Datamonitor says the segment “has run out of steam”. Food analyst Phil Lempert says “newly frugal consumers have figured out how to measure out 100-calories by themselves”. There is also increasing evidence that the low-cal packs aren’t effective for weight control: people tend to eat more smaller packs, and show more restraint when snacking from a full-size package. The dieting trend is now also moving toward satiety, based around consuming more protein to make people feel full for longer, but this may itself be slowed because protein products tend to be more expensive.
Elaine Wong , "100-Calorie Packs Pack It In", Brandweek, May 26, 2009, © Nielsen Business Media
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