Study: Consumers support restaurant menu labeling
More than half of the 25 to 34 year olds surveyed agree with menu labeling provisions as outlined in the health care reform bill.
April 19, 2010 by Valerie Killifer — senior editor, NetWorld Alliance
According to a recent study conducted by Decision Analyst Inc., U.S. consumers are in support of the new federal law requiring restaurants to post calorie information on their menus.
The law was part of the health care legislation bill signed by President Barack Obama on March 23 and requires restaurant chains with 20 or more locations to disclose calorie counts on their food items. Additionally, restaurant chains must supply information on how many calories a healthy person should consume in a day.
Age | % Who Agree |
18 to 24 | 55% |
25 to 34 | 58% |
35 to 44 | 50% |
| 50% |
| 50% |
65 or Older | 47% |
As outlined in Decision Analyst's Health and Nutrition Strategist online study, which polled 4,075 American adults, 52 percent of respondents overall either "completely agreed" or "somewhat agreed" that restaurants should post nutritional facts on each menu item.By gender, 55 percent of females and 45 percent of males support calorie disclosure by restaurants, according to the study.
"Younger age groups are definitely more interested in calorie disclosure," said Diane Brewton, senior vice president. "The younger groups are likely to eat out more often, so this information will assist them on those occasions when they decide to make better nutritional choices. The older segments, on the other hand, may already be knowledgeable about good nutritional choices and feel less need for this information."
For restaurant operators, the study findings can be used toward strategic marketing efforts or to highlight indulgent menu items.
"The fact that a substantial segment of consumers favor nutritional information on menu items opens the door to create ‘dual' messaging targeted to the ‘health seeking' group while not alienating the ‘indulgent' segment," Brewton said. "For example, operators can offer an ‘indulgent' message to appeal to visitors who are treating themselves as well as a ‘good for you' message when visitors desire great-tasting but nutritious food."
Operators also can use the information for menu item innovation.
"Having a tasty but nutritious array of menu items may now become a ‘cost of entry' given the mandatory calorie disclosure," Brewton said. "Consumers may be shocked by the number of calories they consume for their ‘indulgent' choices, and may appreciate an opportunity to find a balance in their food choices: indulgent one day and nutritious the next. However, the nutritious items must meet the primary ‘cost of entry' of great taste to be successful."
