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To squeeze or not to squeeze: How squeeze tubes affect consumers' serving sizes.
Elke Huyghe1, Maggie Geuens2, Iris Vermeir1
1Ghent University, Tweekerkenstraat 2, 9000 Ghent, Belgium.
Appetite
|December 31, 2016
Summary
Squeeze tubes reduce product consumption compared to traditional packaging, supporting the consumption monitoring hypothesis. This effect is stronger for individuals who tend to overeat, highlighting packaging
Area of Science:
- Consumer Behavior
- Food Science
- Packaging Engineering
Background:
- Squeeze tubes are a growing packaging format.
- Their impact on serving sizes is not well understood.
- Existing research contrasts motor fluency and consumption monitoring hypotheses.
Purpose of the Study:
- To investigate if squeeze tubes influence consumer serving sizes.
- To differentiate between the motor fluency and consumption monitoring hypotheses.
- To explore the role of eating restraint in this effect.
Main Methods:
- Three studies were conducted comparing squeeze tubes to traditional packaging.
- Consumer product usage was measured.
- Eating restraint was assessed.
Main Results:
- Consumers used less product from squeeze tubes than traditional containers.
- This reduction supports the consumption monitoring hypothesis.
- The effect was more pronounced in unrestrained eaters.
Conclusions:
- Squeeze tube packaging can lead to reduced consumption.
- Ease of monitoring consumption drives this effect.
- Findings are relevant for consumers, policymakers, and manufacturers.
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