Brits are confused about how many portions of crisps sharing bags contain, exclusive research for The Grocer reveals, as 31% admit to eating whole sharing bags by themselves in one go at least once a fortnight.

While 8% of consumers believe there is only one portion in a 150g sharing bag, 13% think there are six, with 24% and 22% guessing three and four portions respectively. Typically there are between four and five portions in a 150g bag. 

“Consumers are confused over the number of portions that are in a sharing bag of crisps, with the majority failing to identify the correct number of servings in a standard sharing bag,” says Tania Page, interim sector head of CPG & retail at Harris Interactive. “Even if consumers are aware of the number of servings they contain, sharing bags often represent a real temptation to consumers, as half of consumers admit they encourage them to increase how much they eat.”

Men are far more likely to indulge in an entire sharing bag in one sitting every fortnight, with 38% doing so compared with 25% of women. And, Brits aged 16 to 34 are nearly twice as likely to do so more than once a week as any other age brackets.

Nearly half of consumers are in favour of better education over portion sizes, with 45% agreeing that it should be clearer on sharing bags what the recommended single portion size is.

The lack of information may be another reason why a quarter of 16 to 34 year olds eat sharing bags of crisps by themselves in one sitting once a week, adds Page.

Do you ever buy sharing bags of crisps (or standard sized Pringles tubes or similar)?
  Total Male Female 16-24 25-34 35-44 45-54 55+
Yes 80% 76% 84% 87% 89% 82% 85% 69%
No 20% 24% 16% 13% 11% 18% 15% 31%
Thinking about sharing bags of crisps (or standard sized Pringles tubes or similar) how often do you eat one of these?
  By yourself in once sitting By yourself over 2-3 days With one other person in one sitting With one other person over 2-3 days
Once a month or less 69% 61% 56% 59%
Once a fortnight 13% 19% 20% 19%
Once a week 13% 16% 17% 17%
More than once a week 5% 4% 6% 6%
Thinking in general about your attitudes towards snacking, to what extent do you agree or disagree with the statements below:
  Larger portion sizes of food and drink tend to increase how much I end up consuming. It should be clearer on sharing bags of crisps what the recommended single portion size is. Potato crisps are unhealthy; I’m trying to avoid them I wouldn’t give my children fried potato crisps I wouldn’t give my children baked potato crisps
Strongly agree 19% 14% 8% 6% 4%
Somewhat agree 35% 31% 20% 13% 9%
Neither agree nor disagree 29% 41% 37% 35% 36%
Somewhat disagree 10% 8% 21% 30% 29%
Strongly disagree 7% 6% 13% 17% 22%
Thinking in general about your attitudes towards snacking, to what extent do you agree or disagree with the statements below:
  I’m concerned by the fat content of baked potato crisps I’m concerned by the carbohydrate content of potato crisps I don’t care about healthy or unhealthy crisps are, I’ll continue to eat them anyway Nuts are healthier than potato crisps as a snack Vegetable/fruit crisps are a healthier alternative to potato crisps Baked savoury biscuits (Mini cheddars, Ritz, etc) are healthier than potato crisps
Strongly agree 9% 8% 15% 18% 18% 6%
Somewhat agree 27% 20% 32% 37% 37% 25%
Neither agree nor disagree 35% 37% 29% 33% 33% 48%
Somewhat disagree 18% 21% 15% 9% 8% 15%
Strongly disagree 10% 14% 10% 3% 4% 5%

In association with:

10 Things You Need To Know About... Snacking