An online survey to examine knowledge, perceptions and effectiveness of calorie labelling on menus

Abstract

Calorie labelling on menus has been introduced as a public health measure to encourage healthier eating habits and address rising obesity rates. The United Kingdom (UK) government implemented mandatory calorie labelling for large food businesses to promote informed decision making among consumers. However, the effectiveness of this policy remains uncertain and despite extensive research on calorie labelling’s influence on food choices, there is limited evidence on public awareness of the legislation and how perceptions vary across different body types. Due to this, this study aims to explore public knowledge of calorie labelling with focus on awareness of the policy, its influence on consumer food choices, and to assess whether individuals with different body types interpret and respond to calorie labelling differently. By addressing these aspects, the study aims to contribute to existing literature and identify areas that may require further research or policy adjustments. An anonymous, structured, online questionnaire was conducted with 80 participants, that collected both quantitative and qualitative data through open and closed ended questions. The questionnaire was distributed through social media platforms using voluntary response sampling and snowball sampling to reach a wider range of participants, with a target population of individuals over the age of 18. The findings revealed that 43% of participants were aware of the calorie labelling legislation but only 20% had a clear understanding of what it actually entails. Additionally, 71% of participants reported noticing calories on menus, with women being more likely to do so than men. However, despite this high level of awareness, only 11% actively consider the labels when selecting their food choice. Among those who do use calorie information on menus, the majority expressed a desire for a smaller body type than they currently have, suggesting a potential link between calorie awareness and body image concerns. Qualitative responses further emphasised this, as several participants shared that calorie labelling made them feel guilty about their food choices and expressed concerns about the potential impact on individuals with eating disorders. This study contributes to existing literature by addressing key gaps, particularly regarding public awareness of the calorie labelling policy. The key implication of the study is for businesses to offer optional calorie menus, allowing customers to choose whether they want to see calorie information. This approach would be beneficial for those who find calorie labels helpful, while also supporting individuals struggling with disordered eating habits by reducing potential triggers associated with food guilt and anxiety.