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A new study from University College London (UCL) reveals that over half of heavier drinkers in England would consider altering their drinking habits if calorie labels were added to alcohol. Published in BMJ Open, the research highlights the potential of calorie labeling to encourage healthier drinking behaviors and maintain healthier weights.
The study surveyed 4,683 adults across England between November 2022 and January 2023. Participants were categorized into non-drinkers, low-risk drinkers, and hazardous drinkers. Hazardous drinkers were defined by a questionnaire assessing alcohol consumption and its impact on daily life. Approximately one-quarter of the drinkers were identified as hazardous.
Key Findings
The study found that 54% of hazardous drinkers said they would make changes to their drinking if calorie labels were introduced, compared to 44% of lighter drinkers. Specific behavior changes included:
- 27% of hazardous drinkers would choose lower-calorie drinks.
- 18% said they would drink alcohol less often.
- 17% said they would reduce the number of drinks consumed.
Interestingly, hazardous drinkers demonstrated better knowledge of calorie content in alcoholic beverages compared to non-drinkers and low-risk drinkers. If their estimates were incorrect, they tended to overestimate rather than underestimate the calorie count. This suggests that hazardous drinkers may already be conscious of the calorie content in alcohol but are less likely to take action unless prompted by clear labeling.
Lead author Professor Andrew Steptoe, from UCL’s Department of Behavioural Science & Health, said, “Our study found that a sizable proportion of heavier drinkers said they would change their drinking habits if calorie labeling was introduced. This suggests labeling might help target higher-risk drinkers who are getting a greater proportion of calories from alcohol and are more likely to gain excess weight as a result.”
Public Support for Calorie Labeling
Overall, 58% of respondents supported calorie labeling for alcohol. Support was highest for labeling in shops and supermarkets (64%) but was lower for pubs, bars, and restaurants (52%). Interestingly, drinkers were less likely to support the introduction of labels compared to non-drinkers.
Under current UK law, alcohol is exempt from displaying nutritional information, while all food and non-alcoholic beverages must provide such details. Alcoholic products are only required to show alcohol strength, volume, and allergens.
Implications for Public Health
While the study results are promising, Professor Jamie Brown, a co-author of the study, cautioned that labeling alone is unlikely to substantially reduce alcohol-related harms or obesity. “It might have a positive role as part of a more comprehensive approach, including regulation on advertising, availability, taxation, and price,” he said.
Given that hazardous drinkers are more likely to overestimate the calories in alcohol, increasing awareness could inadvertently encourage more drinking. This highlights the complexity of addressing both alcohol consumption and calorie intake.
The study concludes that increasing the availability of lower-calorie alcohol options would likely be a popular and effective step, particularly among hazardous drinkers.
Conclusion
This research provides valuable insights into how calorie labeling could influence drinking behavior, particularly among heavier drinkers. While labeling may play a modest role in public health strategies, the researchers recommend that it be implemented alongside broader regulatory measures to have a meaningful impact on alcohol consumption and obesity.
More Information:
Potential Impact of Alcohol Calorie Labelling on the Attitudes and Drinking Behaviour of Hazardous and Low-Risk Drinkers in England: A National Survey, BMJ Open (2024). DOI: 10.1136/bmjopen-2024-087491
