Evidence demonstrates that food packaging attracts consumers to purchase and has the potential to nudge consumers towards healthy choices, including reducing portion size. However, food purchasing decisions are often automatic and packaging features may go unnoticed. Therefore, it is important to understand what consumers identify as most salient about packaging: what they notice and why, and which elements might nudge consumers towards healthy options and smaller portions of high‐energy‐density foods. This study explored consumer perception of food packaging, investigated specific features associated with portion control and elicited design ideas to improve packaging for healthy eating and downsizing. A qualitative approach was adopted applying a participant‐driven photo‐elicitation (PDPE) task with in‐depth interviews. Participants were 25 adults living in the UK (aged 20–32 years; 17 females, 8 males, BMI = 23 kg/m²). Participants took photographs of 10 food packages according to salience (n = 5) and portion control (n = 5). These were uploaded to a secure site and then discussed at the interview, which was transcribed and analysed. The salience of packaging was described in terms of trust building, stimulating appetite and relating to self‐identity, whereas for portion control, themes included structural reminders, healthy prompts and portion awareness. Packaging can be designed to make health value or serving size more salient by prompting portion control and increasing the attractiveness of packaging. While food purchase decisions happen with little deliberation, when probed, consumers provide useful insights for packaging design to assist portion control.

Research shows that features of food packaging can help to promote healthy food choices. Laboratory‐based studies demonstrate that smart design of packaging facilitates portion control. However, the extent to which consumers notice packaging features for portion control is not known. Therefore, this study investigated how individuals interact with food packaging, how they utilise the on‐pack serving‐size guidelines and how they make portion decisions. To do this, 25 adult participants were recruited to participate in an online semi‐structured interview. Data were analysed using thematic analysis until saturation was achieved. Participants reported that they rarely attend to on‐pack serving recommendations and indicated some resistance to them. Some structural features (small/single serving, pre‐portioned and resealable packaging) were identified as facilitators of portion control. In contrast, the healthiness evaluation of the product from packaging cues was described as a permissive cue to eat more of the product. Participants in this study value their autonomy and control, preferring convenient behavioural choices over recommended portion servings. They also reported future concerns about the effects of their diet on health, but that current context (hunger, convenience) sometimes presented a barrier to healthy eating. Packaging does more than protect its contents, packaging can affect eating decisions to support portion control, and for some, offers permission to overconsume. This study identified ways that participants use packaging to make portion decisions, revealing the role of habits, current context and future health considerations. The interviews revealed the importance of consumer values on food choice in general and portion control in particular. In conclusion, smart food packaging design could use these findings to nudge healthy portion decisions by incorporating consumer values and by recognising consumer needs for habitual, current and future concerns.

Promoting healthy eating improves both planetary and human health, aligning with sustainable development goals. Eating healthy, locally sourced foods that are rich in nutrients and low in energy density produces benefits for public health in the long term and enhances resource sustainability. Despite the importance of increasing intake of fresh fruits and vegetables, consumers still frequently choose pre-packaged foods, making packaging design crucial in influencing food choice and intake as well as promoting healthy diets. Designers of food packaging are in a crucial position to contribute to health and well-being by influencing consumer knowledge, attitudes and behaviours towards healthy eating. However, designers may yet be unaware of their potential to influence and the challenges they may face in this domain. This study investigates designers’ perspectives, understandings, needs and challenges regarding packaging design for promoting healthy eating. A total of 20 designers (n = 10 professionals, 10 students) from various design backgrounds participated in this study, engaging in a packaging design task (centred on either reducing intake of high-energy density foods or increasing intake of fruits and vegetables), followed by one-to-one interviews. A thematic analysis of the interviews revealed that the designers primarily focused on enhancing the healthiness of food items through packaging design but often overlooked the potential to regulate consumer intake of energy-dense foods. In addition, the designers expressed concerns regarding consumer preferences and market acceptance for such designs. They faced significant challenges in accessing relevant resources and emphasised the need for health-related information, data on packaging impacts and consumer preferences, practical design examples and theoretical support. These findings highlight the demand for additional support to enable designers to develop tailored packaging designs, contributing to a supportive environment for promoting healthy eating.