Just over half of heavier drinkers in England express a willingness to alter their drinking habits if alcohol calorie labels were introduced, as revealed by a recent study.
According to a new study conducted by UCL researchers, just over half of heavier drinkers in England state they would change their drinking habits if calorie labels for alcoholic beverages were to be implemented.
The researchers indicated that the results suggest calorie labels may assist some individuals in managing their weight more effectively.
The study, which was published in the journal BMJ Open, analyzed survey responses from 4,683 adults across England to determine how alcohol calorie labeling might influence people’s attitudes and drinking behaviors.
Findings showed that 54% of heavier drinkers, categorized as “hazardous drinkers” based on a questionnaire, indicated they would adjust their drinking if calorie labels were enforced. In comparison, 44% of lighter drinkers reported a similar willingness.
In terms of specific changes, over a quarter of heavier drinkers (27%) expressed an intention to select lower-calorie options, while one in six (18%) indicated they would drink less frequently, and 17% mentioned they would cut down on the quantity of drinks.
The study also evaluated people’s understanding of the calorie content in alcoholic beverages, finding that hazardous drinkers were better at accurately estimating the caloric values of beer, wine, cider, and spirits compared to low-risk drinkers and non-drinkers.
Lead author Professor Andrew Steptoe (UCL Behavioural Science & Health) stated: “Our study discovered that a significant portion of heavier drinkers would be willing to modify their drinking habits if calorie labels were implemented.
This implies that labeling could effectively target higher-risk drinkers who derive a substantial number of calories from alcohol and are more susceptible to excessive weight gain as a result.
While survey responses may not perfectly reflect actual behaviors, the findings suggest that labels could play a beneficial role in reducing the consumption of hidden calories found in alcoholic beverages.
Approximately 9% of the calories consumed by men and 5% by women come from alcoholic drinks. Therefore, introducing alcohol calorie labeling could contribute modestly to helping individuals maintain a healthy weight.
Under the current legal framework in the UK, all food and non-alcoholic beverages must display nutritional information, whereas alcoholic products are exempt and only required to show alcohol strength, drink volume, and any allergens.
This new study examined survey responses from a representative sample of adults in England, gathered between November 2022 and January 2023.
Researchers categorized survey participants into non-drinkers, low-risk drinkers, and hazardous drinkers based on a questionnaire that assessed alcohol consumption levels and the impact of drinking on daily life. About 75% of drinkers fell under the low-risk category, while 25% were categorized as hazardous.
A significant majority of respondents (58%) considered calorie labeling to be beneficial, with 64% agreeing it should be present in shops and supermarkets, while 52% suggested it should be available in pubs, bars, and restaurants. Interestingly, drinkers showed lower levels of support for labeling compared to non-drinkers.
When asked to select the correct 50kcal range for various alcoholic beverages, hazardous drinkers consistently demonstrated greater accuracy than non-drinkers and low-risk drinkers. If inaccuracies occurred, they typically overestimated the calorie content, rather than underestimating it.
The researchers concluded that initiatives aimed at enhancing public awareness regarding the calories in alcoholic beverages might not be as effective in reducing consumption as attempts to shift attitudes.
As hazardous drinkers were more inclined to overestimate calorie content, boosting awareness might inadvertently encourage these individuals to drink more, the researchers warned.
Co-author Professor Jamie Brown (UCL Behavioural Science & Health) noted: “While these findings are promising, it is improbable that alcohol calorie labeling alone will significantly advance the UK Government’s efforts to mitigate the harms related to alcohol and obesity. However, it could play a positive role as part of a broader strategy, which may include regulations concerning advertising, availability, taxation, and pricing.”
The researchers suggested that increasing the availability of lower-calorie drink options would be beneficial, as this was the most frequently mentioned response to mandatory labeling, especially among hazardous drinkers.
The study was commissioned and funded by the National Institute for Health and Care Research (NIHR) Obesity Policy Research Programme.
