While calorie labels on menus have become a standard feature in restaurants across the UK, a new study suggests these labels alone might not be enough to inspire consumers to make healthier food choices.
Implemented in 2022 as part of the UK’s broader effort to combat its growing obesity crisis, the policy mandated that large restaurants, cafes, and fast food chains display calorie counts on their menus. The goal was simple: If people could see how many calories were in their meals, they would be more likely to make healthier choices. But according to new research published in Nature Human Behaviour, the results have been underwhelming.
The study, led by researchers from the University of Liverpool and several other UK institutions, investigated the impact of the calorie labeling policy by observing 330 restaurants before and after the policy was introduced. The team also surveyed nearly 6,600 customers about their eating habits.
The findings were clear: There was little to no significant change in the amount of calories people purchased or consumed after the policy was implemented. On average, diners still bought about 1,081 calories per meal, which is nearly identical to the 1,007 calories consumed prior to the introduction of calorie labels. Similarly, calorie consumption saw only a modest rise from 909 to 983 calories.
This data suggests that simply knowing the calorie content of a meal may not be enough to alter eating behaviors. As Tom Sanders, Professor Emeritus of Nutrition and Dietetics at King’s College London, explains, “This supports the idea that calorie labelling alone does not motivate people to change their dietary habits.”
While the policy didn’t make a huge impact on calorie consumption, it did raise awareness. The proportion of customers who noticed the calorie labels more than doubled, from 16.5% to 31.8%. However, simply noticing the labels didn’t guarantee that they were used to make healthier choices. Only 22% of those who saw the calorie labels said they used them to inform their meal decisions.
Moreover, the research found that customers tended to underestimate the calorie content of their meals, even when labels were present.
Notably, certain groups—older adults, women, and people with higher educational attainment—were more likely to notice and engage with the calorie labels. These findings suggest that the impact of menu labelling might be more effective in some demographics than others.
Amanda Daley, a Professor of Behavioural Medicine at Loughborough University, who was not involved in the study, points out a key limitation of the calorie labelling policy: “One problem with calorie labelling is that it just provides numbers on a page, without any context for the public to understand what the numbers actually mean when they are making decisions about food.”
In other words, while people may see the calorie count, they might not fully understand the significance of that number or how it fits into a balanced diet.
While the study highlights the limited effect of calorie labels alone, there were some positive outcomes. For instance, compliance with the labelling rules was not universal—20% of restaurants did not follow the mandate. Additionally, some restaurants adjusted their menus to offer healthier options, possibly due to the increased focus on nutrition.
Megan Polden, the study’s lead author, suggests that a multi-pronged approach is necessary to encourage healthier eating. “A combination of strategies, such as improved business compliance measures, public education on calorie intake, and clearer labelling, could be required to support healthier consumer choices in the out-of-home food sector,” she said.
The UK government is set to review the impact of the calorie labelling rules by 2027. As experts like Sarah Berry, a Professor of Nutritional Sciences at King’s College London, point out, stronger interventions are needed to address the broader factors that contribute to an unhealthy food environment. This includes public education, clearer nutritional labelling, and policies that tackle the root causes of poor eating habits.
The challenges faced by the UK are part of a larger global conversation about food labelling. Across Europe, countries are experimenting with different nutritional labelling systems to help consumers make healthier food choices.
For example, nations like France, Spain, and Portugal have adopted the Nutri-Score system, which uses a colour-coded label to indicate the nutritional quality of food products. However, other countries, such as Italy, have expressed resistance to this system, particularly from the agri-food sector.
As food labelling continues to evolve, it’s clear that more than just calorie counts are needed to effect lasting change. Governments, health experts, and businesses will need to work together to create more comprehensive solutions to the obesity and dietary health crisis.
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