Food and beverage giants are shrinking their offerings. Why? Consumers view sugar and fat to be the new tobacco, according to new research by Havas Worldwide, which found that in the last year 42 percent of consumers have reduced their sugar intake while 38 percent of consumers have decreased fat consumption. "Smaller sizes have always been appealing for products perceived as indulgent," explained Tim Maleeny, Havas' chief strategy officer, managing partner. "Somehow the smaller serving offsets a sense of guilt." For brands, going small may be key to their business, noted Allen Adamson, North American chairman at brand consulting firm Landor Associates. "The alternative—if they don't do this—is consumers will drop them off the shopping list, and that's deadly for a brand," he said.