Two online randomised controlled trials examining effects of alcohol calorie labelling on hypothetical ordering of calories from alcohol and food.

Background: Providing calorie information for alcoholic beverages is a potential public-health intervention which may serve to reduce alcohol use but also overweight / obesity. Equivocal evidence has been found for the effectiveness of alcohol calorie information at reducing drinking intentions as well as purchasing and consumption. However, the extent at which calorie information ‘on-trade’ will impact consumer behaviour for both alcohol and food consumption has not been investigated. Aims: (1) To examine the presence of alcohol calorie labelling for hypothetical purchasing of alcohol and food in typical UK restaurant scenarios. (2) To determine the characteristics of individuals who will be likely to choose to view alcohol calorie labels. Methods: Two online randomised control trials using a hypothetical menu selection. Experiment one (N = 325) randomised individuals to alcohol calorie labels present or absent. In experiment two (N = 1,081) individuals were randomised to alcohol calorie labels absent or the choice to view alcohol calorie labels. Results: There was limited evidence that the presence of alcohol calorie information on restaurant menus impacted the number of calories ordered from alcoholic beverages or from food and soft drinks. Younger individuals and individuals who exhibit greater motives for good health were more likely to choose to view alcohol calorie labels. Conclusions: In two online, hypothetical experiments there is limited evidence for alcohol calorie labelling impacting consumer decisions to order alcohol or food. Given the choice, a self-selecting group of individuals who are more motivated by health concerns will view alcohol calorie labels, and in turn may be less likely to order alcohol.