Early Efforts: USDA Food Guides
Before the familiar rectangular Nutrition Facts panel existed, early attempts at standardizing dietary guidance came from the U.S. Department of Agriculture (USDA). As early as the 1920s, food guides were developed to teach nutrition to the public. Caroline I. Hunt, a USDA specialist, created the first food guide based on five food groups. These early efforts were foundational, laying the groundwork for more formalized concepts like the Recommended Dietary Allowances (RDAs), first published in 1941 by the National Academy of Sciences. In 1954, USDA nutritionists refined their approach, introducing the first daily food guide that specified both food groups and standard serving sizes. These sizes, however, were more about dietary guidance than regulatory definitions for product labels.
The FDA and the Birth of the Modern Serving Size
The modern concept of the serving size for packaged foods largely began with the U.S. Food and Drug Administration (FDA) and the passage of the Nutrition Labeling and Education Act (NLEA) in 1990. This landmark legislation mandated that most packaged foods bear a nutrition label, which officially created the need for a standardized serving size. In 1993, the FDA established the first official serving size regulations.
To determine these amounts, the FDA did not consult with nutritionists on ideal portion sizes. Instead, the agency used nationwide food consumption surveys from the late 1970s and 1980s to determine the Reference Amounts Customarily Consumed (RACCs). The RACCs were based on the average amount of food people ate in a single sitting, not on dietary recommendations. Manufacturers then used these RACCs to calculate the serving size for their products, listing it in a common household measure like cups or pieces, alongside the metric weight.
The Evolution of Serving Sizes: Updates and Reality Checks
For over two decades, these 1993 RACCs determined the serving sizes on food labels. However, American consumption habits changed significantly during that period, a phenomenon known as “portion distortion,” where people began eating more per sitting. This led to a growing discrepancy between the labeled serving size and what people actually ate, causing confusion for consumers who often consume an entire package in one sitting.
Recognizing this shift, the FDA updated its serving size regulations, with the final rule published in 2016 and mandatory for most manufacturers by 2020. The new RACCs were based on more recent consumption data from 2003–2008 national surveys. This update meant some serving sizes increased to more accurately reflect how much people now eat.
Notable Changes to Serving Sizes (Old vs. New RACCs)
These FDA updates resulted in new serving sizes for many common foods. Here is a comparison of some examples to illustrate the change:
| Food Item | Old Serving Size (pre-2016) | New Serving Size (post-2016) |
|---|---|---|
| Ice Cream | 1/2 cup | 2/3 cup |
| Soda | 8 ounces | 12 ounces |
| Yogurt | 8 ounces | 6 ounces (for individually packaged) |
| Bagels | 3 inches, 140 calories (approx. 1980s) | 6 inches, 350+ calories (today's average) |
Understanding the Difference: Serving vs. Portion Size
A key source of consumer confusion is the difference between a serving size and a portion size. While many use the terms interchangeably, they have distinct meanings that are critical for understanding nutrition labels and making healthier choices.
- Serving Size: This is a standardized, regulated amount of food or drink set by a government agency like the FDA. It is based on consumption data, not recommendations, and is used to provide a consistent basis for nutrition labeling, allowing consumers to compare similar products.
- Portion Size: This is the amount of food a person actually chooses to eat in one sitting. It is entirely within an individual's control and can vary from person to person and meal to meal. For example, the serving size for cereal might be 1 cup, but a person's portion might be 2 cups.
How Labels Adapt to Modern Eating Habits
To address the reality that consumers often eat an entire package in one sitting, especially for items sold in single containers, the FDA also introduced "dual-column" labeling. For packages that contain between 200% and 300% of the RACC, the label must now display nutrition information for both a single serving and the entire package. This change helps consumers see the total caloric and nutrient load for what they are likely to consume.
The Role of Research and Public Health
The constant evolution of food labeling and serving size standards underscores the importance of scientific data and consumer behavior research. Agencies like the FDA regularly review data from sources like the National Health and Nutrition Examination Surveys (NHANES) to keep labeling requirements relevant and helpful. The goal is to provide transparent and easily understandable information to empower consumers in their dietary decisions. It is a continuous process of adapting to changes in both food products and eating patterns.
Conclusion: Serving Sizes Reflect, Not Recommend
The creation and ongoing regulation of serving sizes are the result of concerted efforts by federal agencies, primarily the FDA, guided by extensive consumer data. Who came up with serving sizes? The answer is not a single person, but a regulatory process based on national consumption habits, not nutritional guidelines. The periodic updates to the standards, like the one in 2016, ensure that the information on nutrition labels remains a more accurate reflection of what people are actually eating, empowering consumers to make more informed choices, even as their own portions may differ from the labeled amount. Understanding this history is key to correctly interpreting the nutritional information on packaged foods. For more details on the most recent label changes, visit the official FDA website.
