Calorie counts on menus may improve consumers’ choices

A study published in the Journal of Retailing suggests that displaying calories on menus influences consumers to make lower calorie choices and encourages retailers to provide lower calorie options. The researchers collated 186 studies on the effect on consumers of displaying calories on menus in Australia, as well as 41 studies on the effect on retailers.

In Australia, displaying kilojoule information on menus is mandatory in New South Wales, South Australia, Queensland, and Australian Capital Territory for food outlets and restaurant chains with more than 20 stores in a state or 50 nationwide, with Victoria to follow suit next year.

The results of the meta-analysis show that displaying calorie information encouraged a reduction of 27 calories (112 kilojoules) per meal for consumers and 15 calories (62 kilojoules) per menu item by food retailers. Lead researcher Natalina Zlatevska, from the University of Technology Sydney, said while the calorie reduction isn’t much if you only eat out once a year, for those who eat out regularly it can make a real difference.

They found that the impact was also greater for women, with a 60-calorie (251 kilojoule) reduction per meal, and for those who are overweight, with a reduction of 83 calories (347 kilojoules) per meal.

The researchers believe that the fact that retailers adjust the choices they offer when required to display calorie information is significant. “In the same way that corporate or financial disclosure changes behavior, here we see the disclosure effect changing the food environment,” said Zlatevska. “We know that retailers are adjusting so there is the possibility of a combined effect. That is where I think bigger change will probably happen.”

Study