The Portion DistortionPhenomenon

ANTH 324: By Gabrielle Bishop

Intro

• Is a growing phenomenon in North America

• Heavily influenced by fast food

• Serious health-related ramifications

• Speaks to our culture’s values

• Has negative effects for students

Outline:

• History of portion distortion: from then to now

• Health effects

• Cultural variations

• Portion distortion and students

• Counter-initiatives

Why is this topic important?

Portions: Then vs. Now

• McDonald’s:

• “Fast Food Nation” by Eric Schlosser

• The evolution of french fries:

Coca-Cola Portion Changes

Original 8-ounce bottle

97 calories

12-ounce can145 calories

20-ounce bottle240 calories

Health Effects

• Research shows that people eat more than they need when presented with larger portions (this can occur in restaurants or when buying packaged foods).

• Research also shows that eating in front of the TV often has negative effects with portion control, as the consumer’s focus shifts from what they’re eating to what they’re watching.

• Most consumers don’t inform themselves about serving sizes; thus overeat.

Long Story Short:

The more food one consumes, the more weight they will gain, and the more at risk they will become for

health-related issues like diabetes, high cholesterol, obesity, etc.

Cultural Variations

• Mireille Giuliano’s “French Women Don’t Get Fat”

“50% Solution”

Cultural Variations

• Naomi Moriyama’s “Japanese Women Don’t Get Old or Fat”

“Japanese Power Breakfast”

11 Pancakes!11 Pancakes!11 Pancakes!11 Pancakes!

• “Worst Breakfast in America”

• 1,543 calories

• 77g fat (26 sat; 9 trans)

• 2,259g sodium

• 109g sugar

Bob Evans Stacked & Stuffed Caramel Banana Pecan

Hotcakes

Cereal Bowl Test

• 42 students surveyed in Journal of Consumer Affairs study in 2005

• Only 1/3 able to estimate serving size of cereal within 10% of correct amount

• Ultimately found that most companies didn’t label portion size accurately

Plate Sizes Increasing

The Counter-attack:

• Dumbing portioning down:

• Making portioning easy and convenient for consumers

The Counter-Attack

• Government agencies taking action

• Image from New Brunswick Health Ministry

The Counter-Attack

• “Eat This Not That” franchise

• Aims to educate N Americans about foods in sit-down restaurants, fast-food restaurants, and grocery stores.

The Counter-Attack• NYC passed bylaw requiring

all large-scale chain restaurants to post nutritional data

• National domino-effect

• Obamacare: labelling on drive-through/sit-in menus in fast food establishments

• Required calorie-labelling on packaged food in vending machines

Conclusion:• Portion distortion has skyrocketed in tandem with the

fast food movement, over the past 50 years;

• It is arguable that the effects of portion distortion are to blame for the obesity epidemic in the United States and for the rise of diabetes and other diet-related health problems in Canada;

• It would be advantageous to look to other healthier cultures (ex: French, Japanese) to see what we can learn from their approach to portioning;

• Bold approaches to keeping restaurants accountable (ex: NYC’s bylaw, “Eat this, not that” movement) are extremely valuable in the counter-attack against portion distortion; and

• Staying informed about portion distortion is an efficient way to start or maintain a healthy lifestyle.

Discussion Questions• Where do you see portion

distortion going in the future? Will trends like “French Women Don’t Get Fat” or “Eat this Not That” prevail, or will portion sizes only get bigger?

• Are portion sizes something you consider regularly when eating?

• What have your meal-portion experiences abroad been like?