Wealthier diners make healthier choices, study finds

In the United States, chain restaurants with 20 or more locations nationwide are required to post calorie information on menus, with the aim of helping customers make healthier food choices. Which customers notice and use that information depends on their income and education level, a new study has found.

The study, published in the Journal of the Academy of Nutrition and Dietetics, found that approximately 60% of participants noticed the calorie menu labels but only 16% reported using the labels to determine food and beverage choices.

The researchers also found that customers with higher incomes were twice as likely to notice the calorie labels and three times more likely to use them.

“Studies show consumers and nutritionists alike have trouble estimating the calorie and nutrient content of a restaurant meal,” said Punam Ohri-Vachaspati, who supervised the research project. “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.”

The Food and Drug Administration recently released final guidelines that go into effect 1 December 2015, which will require menus and menu boards to include include the statement, “2,000 calories a day is used for general nutrition advice, but calorie needs vary.”

“Including a statement with the daily calorie recommendations is key because it provides customers with the necessary context to make calorie labels meaningful,” says Jessie Green, one of the graduate students who conducted the research.

“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.