When you’re scrolling through a food delivery app, what makes you tap “order”? According to a new UK study, it’s far more likely to be taste and price than calorie counts, even when the numbers are right there on the menu.
Researchers analyzed survey responses from more than 1,000 adult takeaway customers in England to understand what drives their food choices and whether calorie labeling influences them. Since 2022, large food businesses in England have been required to display calorie information, but the results suggest the impact has been limited.
Almost two-thirds of respondents said they were aware of the calorie labeling law, but 77% didn’t notice any calorie information during their most recent online order. Of those who did, nearly three-quarters said it didn’t change what they picked.
Taste emerged as the top priority for takeaway orders, followed by price, delivery time and portion size. Healthiness ranked much higher for home-cooked meals than for takeout: 56% said it was important when cooking at home, compared with just 22% for online orders.
Younger adults were more likely to order takeout frequently: people under 35 were more than twice as likely as older respondents to order at least once a week. Those living with obesity were also twice as likely to have weekly takeaways compared with those of healthy weight.
When asked what might encourage healthier choices, about half supported the idea of traffic light nutrition labels or more healthy alternatives on menus. Fewer backed smaller portions, higher prices for less healthy items or exercise-based calorie labels.
The researchers say these findings show that calorie counts alone may not be enough to shift eating habits. “While calorie labeling may affect only a minority, it can be part of a broader strategy to address obesity and poor diets,” they wrote. “Its potential to improve diets without exacerbating existing health inequities remains uncertain.”
This research, published in BMJ Nutrition Prevention & Health, was funded by the UK Medical Research Council and the National Institute for Health and Care Research.