Calorie labelling and other drivers of takeaway food choices

Frequent consumption of out-of-home (OOH) foods, including takeaways, is linked to higher energy intake and poorer diet quality. In April 2022, calorie labelling was mandated in England for large OOH businesses to support healthier choices. This paper aimed to explore knowledge and use of calorie labelling when ordering takeaway food online and other factors influencing food choices, overall and by sociodemographic characteristics.

A cross-sectional survey of 1040 takeaway consumers in England from an OOH purchase panel assessed knowledge and awareness of calorie labelling legislation, self-reported impact on online takeaway choices, and key drivers of takeaway consumption. Data were analysed using descriptive statistics, logistic regressions and thematic analysis.

Over 27% of respondents ordered takeaways once or more per week. Respondents aged 35 years and older were less likely (OR 0.28-0.52, p<0.05), while those with obesity were more likely (OR 2.01, p<0.001) to report frequent takeaway purchases. Women were more knowledgeable about the recommended energy meal content than men (OR 2.06, p<0.001), yet only 15% of respondents knew the guideline amount. Awareness of calorie labelling regulations was 63% overall, but was less likely in middle socioeconomic groups (OR 0.56-0.63, p<0.05). During past online orders, 23% noticed calorie labels; of these, 26% reduced food calories ordered, and 10% reduced drink calories ordered. Taste and price were key drivers of takeaway choices, while health and sustainability were less influential. Strong support emerged for healthier menu options and traffic light labelling to help improve the healthiness of takeaway orders.

Given the limited reported impact, calorie labels may only benefit a minority. As meal healthiness was ranked as a relatively less important driver for takeaway choices, further policies are required to complement calorie labelling in promoting healthier food environments.