Fair Packaging and Labeling, Hearing, 89-1, April 28-May 18, 1965

Why some products are packaged in fractional weights: Some packaged grocery products carry a net weight in fractions of an ounce-for example, 3 and 34 ozs. There are several reasons for this:

In many instances manufacturers use one size container for several of their products because it saves production costs and means a lower price to consumers. Since many products vary in weight per cubic inch, it follows that there is a variation in the net weights of the contents and some of them may be "fractional." But the consumer is protected because the label must show the actual net weight.

Another reason why some products are packaged in fractional weights is to satisfy expressed consumer desires for a specific number of servings in a package. Surveys and many years of experience show that consumers prefer to buy some products based on the number of servings rather than weight. Some consumers prefer packages that contain two servings, four servings, or six servings, depending on the size of the family. After the manufacturer determines the amount which constitutes a serving for which consumers have expressed a desire, the multiple of this times the number of servings gives the weight to be put in each package. This may be "fractional." The label, of course, must show the net weight as required by law, and the number of servings indicated provides added guidance for consumers.

Why some packages may not seem full when opened: There are practical reasons why some packages may not seem full when opened. The reasons vary with types of products.

In the case of ready-to-eat cereals, the very nature of the product requires it to be crisp. To avoid crushing, it must be very carefully packaged. Special machinery is used to shake down the contents as the packages move along the conveyor. When the package leaves the factory, it is fully packed; and the contents match the weight specified on the label. Since the product is handled many times from the

factory to your food store, it naturally settles down; and when opened, there may be some air space at the top.

Many of the products in bottles or cans are processed at extremely high temperatures. During the cooling period, the contents contract, and this naturally leaves "head space" at the top of the container. There are other practical reasons why products may have air space at the top when the container is opened. For example, some foods are usually spooned from wide mouth jars, and if filled to the top would cause spillage when used.

However, the package must always contain the full amount of the net contents specified on the label.

YOU CAN HELP IMPROVE LABELING

Now you know some of the practical reasons for certain aspects of packaging and the grocery manufacturers' interest in providing good descriptive labels.

With the help of thoughtful consumers, the pattern for good descriptive labeling has been established. Grocery manufacturers want to know what you like and what you don't like about the labels on their packages because such knowledge helps them to provide the kind of information on labels that will be most helpful to you.

This is what grocery manufacturers would like you to do:

Read the labels on grocery packages and learn all about the products.

Talk about labels with your friends and encourage them to read them.

If you like something about the label of a particular product, or have suggestions for changes or additions, write the manufacturer. If you want additional information about a product which is not shown on the label, write the manufacturer.

The Grocery Manufacturers of America, Inc. will be pleased to have your comments on labels generally and any suggestions for improvement.

Grocery Manufacturers of America, Inc.

205 East 42nd Street New York, New York 10017

Paul S. Willis, President

YOUR RIGHT TO CHOOSE AMONG COMPETING PRODUCTS IS YOUR DEPENDABLE GUARANTEE OF FREEDOM.

Senator NEUBERGER. Do you want Mr. Barlow next?

Mr. WILLIS. Yes.

STATEMENT OF WALTER BARLOW, PRESIDENT, OPINION RESEARCH CORP., RESEARCH PARK, PRINCETON, N.J.

Mr. BARLOW. My name is Walter Barlow and I have been with Opinion Research Corp., Research Park, Princeton, N.J., since 1946 and since 1960 have been its president.

My first position with ORC was as a researcher on the Public Opinion Index for industry; and in 1948, was named managing director of the Index and vice president of ORC. Later I became executive vice president.

Opinion Research Corp. was founded in 1938. Our fields of research activities include product, consumer, and marketing research; public relations, corporate communications programs, and investor relations; personnel and industrial relations and management development; and the mass media.

ORC clients include companies, associations, governmental agencies, and nonprofit groups. Over the years we have conducted research for more than 350 organizations, about 100 of which maintain a continuing relationship with us.

Our Princeton headquarters staff has more than 100 members including psychologists, sociologists, statisticians, marketers, economists, and specialists in business administration. In the field, and by that I mean throughout the country, we maintain a permanent interviewing staff of 1,200 men and women.

Through the ORC national probability sample, we can obtain an accurate cross section of attitude and behavior relating to virtually any subject.

PURPOSE

The research assignment given to Opinion Research Corp. by the Grocery Manufacturers Association, is delineated in the statement of purposes:

1. To determine the attitudes of American consumers toward food and grocery manufacturers and their products.

2. To determine consumer attitudes about grocery packaging, with special emphasis on, as Mr. Willis mentioned:

Package shapes and designs.

Range and variety of package sizes.

Degree of package fill.

Information on packages and labels.

Statements of number of servings.

Food product illustrations on packages and labels.

SURVEY DESCRIPTION

Findings reported herein are from a coast-to-coast survey employing national probability samples of female and male heads of household age 18 and over. All interviews were personal interviews, made by interviewers trained in probability sampling technique.

Advanced sampling methods were used to insure the greatest possible validity and reliability of the findings, and to insure their projectability to the total American population of household heads, female and male.

Instructions to the interviewers predesignated mechanically both the households to be included in the study and the specific individuals to be interviewed, precluding interviewers from making such choices. If the designated respondent was not available at the first call, interviewers made at least three additional calls attempting to interview him or her.

The sample of 1,420 women provides a scientific cross section of 51 million female household heads, almost all of whom are responsible for buying and preparing food for home consumption.

For purposes of interviewing, the "female household head" is defined as "the lady of the house"-whether or not a male head of the household was also in residence.

The sample of 505 men provides a cross section of the 45 million heads of households, defined as "the man of the house." Though not as active shoppers as the women, the men interviewed evidenced lively interest in the subjects covered in this survey.

PRIMARY SAMPLING UNIT

The entire area of the United States was divided into about 1,700 primary sampling units. With a few minor exceptions, a primary sampling unit consists of a county or a group of contiguous counties. All primary sampling units were allocated to 86 what we call strata. Each stratum consisted of a set of primary sampling units as much alike as possible with respect to such characteristics as geographical location, size of central city, rate of population growth, and economical characteristics.

Because of their size, 22 large metropolitan areas were in strata by themselves and were automatically included in the sample as "selfrepresenting" areas. One sample area was selected in a random manner from each of the remaining 64 strata. Within a stratum the probability of selection of any one primary sampling unit was proportionate to its estimated population.

INTERVIEWING LOCATIONS

A total of 240 sample segments, or interviewing locations, was allocated to the 86 sample areas. Sample segments were small land areas which included an estimated minimum of 15 housing units.

In urban areas sample segments were defined as blocks or groups of blocks; in rural areas sample segments were defined by recognizable boundaries such as roads, streams, and other distinct landmarks.

Within a sample area the probability of selection of a sample segment was proportionate to its estimated population. Several sources were used in estimating the size of each segment. These included Bureau of the Census block statistics and mapping materials as well as special field visits-on the part of our staff-to subdivide census enumeration into segments.