Calorie labels rarely influence choice, study finds

Taste and price were ranked the most important factors when deciding which takeaway to order

Calorie labels on takeaway menus are unlikely to encourage people to choose healthier options, a survey has found.

Researchers from the London School of Hygiene & Tropical Medicine (LSHTM), University of Reading and University of Exeter surveyed 1,040 takeaway eaters about their habits.

They found seven in 10 people did not notice calorie labels on online menus, and 71% of those who did said it did not influence their food choices.

Study co-author Dr Cherry Law, a food economist at the University of Reading, said it proved that calorie information alone was "not enough" to improve people's eating habits.

Calorie labelling was mandated from April 2022 for large out of home businesses across England

As part of a government strategy to encourage healthier eating, calorie labelling was mandated from April 2022 for large out of home businesses across England.

The research, which was published in BMJ Nutrition Prevention & Health, surveyed 1,040 adults in England who had reported buying takeaways at least once in the past 12 months.

People with restrictive dietary requirements, such as vegetarian or vegan, were excluded from the survey.

'Systemic issues'

It found that taste and price were ranked the most important factors when deciding which takeaway to order, while healthiness and carbon footprint were ranked as least important.

Around 50% of respondents agreed or strongly agreed that alternative interventions, such as traffic light labels and more healthy alternatives on the menus, would encourage them to make a healthier choice.

Lead author Associate Professor Laura Cornelsen said the food industry needed to offer affordable meals that met nutrition guidelines.

"The focus should be on tackling systemic issues, like making it simpler and more affordable to purchase healthier options, rather than adding even more pressure to consumers and families to change their choices," she said.