Compulsory calorie labelling on restaurant menus is having little effect on what British diners choose to eat, according to new scientific research. The study suggests that unless people are actively trying to lose weight, they largely ignore the calorie information that became mandatory in 2022.
The Eye-Opening Research
Researchers from the University of Surrey conducted a controlled experiment with 36 participants who were asked to choose meals from a traditional British pub menu. In the first session, the menu displayed no calorie information, while in the second session, the same menu included clear calorie counts for each dish.
The study used sophisticated eye-tracking technology to monitor exactly where participants looked when making their choices. Nearly half of the participants believed they hadn't noticed the calorie labels, despite the technology revealing that their eyes had briefly registered the information.
The menu featured typical British pub fare with startling calorie revelations: chicken Kiev contained 2,502 calories, while a buttermilk fried chicken burger packed 1,921 calories. Starters like salt and pepper squid came in at 604 calories, and a scotch egg contained 804 calories.
Why Calorie Labels Are Being Ignored
Dr Pablo Pereira Doel, co-author of the study from the University of Surrey, explained the findings: 'While this was a small study, the results suggest that simply placing calorie labels on menus is not enough to change behaviour for most diners.'
The research revealed that food choices are driven primarily by enjoyment, familiarity, dietary restrictions, and the social nature of eating out rather than nutritional information. Dr Doel emphasised that 'food is emotional. It is social. When we are eating with others, what feels enjoyable and normal takes priority.'
The numerical evidence supported these observations. Participants ordered an average of 2,566 calories from the menu without labels and 2,328 calories from the labelled menu - a reduction that researchers deemed statistically insignificant.
Policy Implications and Wider Context
These findings cast serious doubt on the effectiveness of the government's 2022 policy that required all food businesses with more than 250 employees to display calorie information. The policy was introduced as part of the government's strategy to combat Britain's obesity crisis.
The study, published in the International Journal of Hospitality Management, suggests that calorie labelling alone may not change behaviour in restaurants where eating is considered a treat or social event. The researchers noted that different results might emerge in settings where people eat regularly, such as workplace canteens.
These findings are supported by separate research from the University of Liverpool published last year in Nature Human Behaviour, which found that mandatory calorie labelling resulted in people consuming just 18.5 fewer calories per meal. Lead researcher Dr Megan Polden concluded: 'The introduction of mandatory calorie labelling alone was not associated with significant dietary changes in out-of-home food settings.'
The University of Liverpool study also revealed that awareness and use of calorie labelling was higher among women, older adults, and those from higher socioeconomic backgrounds.
