Nanoparticles are already used in several consumer products including food, food packaging and cosmetics, and their detection and measurement in food represent a particularly difficult challenge. In order to fill the void in the official definition of what constitutes a nanomaterial, the European Commission published in October 2011 its recommendation on the definition of 'nanomaterial'. This will have an impact in many different areas of legislation, such as the European Cosmetic Products Regulation, where the current definitions of nanomaterial will come under discussion regarding how they should be adapted in light of this new definition. This new definition calls for the measurement of the number-based particle size distribution in the 1-100 nm size range of all the primary particles present in the sample independently of whether they are in a free, unbound state or as part of an aggregate/agglomerate. This definition does present great technical challenges for those who must develop valid and compatible measuring methods. This review will give an overview of the current state of the art, focusing particularly on the suitability of the most used techniques for the size measurement of nanoparticles when addressing this new definition of nanomaterials. The problems to be overcome in measuring nanoparticles in food and consumer products will be illustrated with some practical examples. Finally, a possible way forward (based on the combination of different measuring techniques) for solving this challenging analytical problem is illustrated.