Calorie count labels only work for wealthier consumers, study finds

Consumers actually do make decisions based on calorie counts on fast food menus - but only if they’re wealthy and well educated. Researchers have found that consumers with higher incomes and education levels are twice as likely to notice calorie labels and three times more likely to use them than consumers who earn less and have lower levels of education.

“Studies show consumers and nutritionists alike have trouble estimating the calorie and nutrient content of a restaurant meal,” said Punam Ohri-Bachaspati, a nutrition researcher at the School of Nutrition and Health Promotion at Arizona State University.

“Because fast food is a popular choice among Americans, we wanted to see how effective menu labelling was and if it helped customers make healthier choices. What we found, however, was that while the majority of customers noticed the labels, a very small percentage reported using them to influence their purchasing decisions, and customers with lower income and lower education levels reported using menu labels to a much lesser extent.”

While approximately 60% of consumers notice the calorie menu labels, only 16% reported using the labels to guide their food and beverage choices, the study found.

“Once menu labelling is implemented, the fast food industry and public health community must work together to make it easier for consumers from all income and education backgrounds to understand and use this information. We need effective ways to get those who only notice the information to start using it,” Ohri-Vachaspati said.

She also suggests educating school children on using menu labelling to help them become informed and health-focused consumers.

The study, which has been published in the Journal of the Academy of Nutrition and Dietetics, is the first study of its kind specifically designed to examine the likelihood of customers noticing and using calorie menu labels in fast food restaurants in a mixed income and racially diverse sample of adults.