Consumers are gluttons for products labelled “skinny”: marketing expert

Term considered more palatable than diet
5/21/2013

What’s the phattest packaging term around? The answer: “Skinny”

Brands are increasingly using the term as a synonym for “low calorie,” and are discovering it’s a hit with women.

Skinny Cow, SkinnyPop and Skinnygirl are just a few examples.

“It personifies food and makes it more endearing,” Kit Yarrow, a consumer-research psychologist and professor at Golden Gate University, told Advertising Age.

“Skinny,” she adds, is perceived as less offensive than the term “diet,” which is “overly serious and associated with sacrifice.”

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