Taste and Price: Primary Factors Influencing Online Takeout Orders Over Calories, Says Survey

Recent analysis of survey data published in the open-access journal BMJ Nutrition Prevention & Health reveals that when ordering food online, consumers prioritize taste and cost over calorie content. Surprisingly, despite legislation requiring calorie labeling to encourage healthier choices, most customers remain largely unaffected by calorie information during their ordering process. The survey, which involved 1,040 adult consumers in England, showed that younger individuals and those living with obesity are more likely to order takeout regularly, with over a quarter doing so weekly.

Participants generally overestimated the calorie content of their meals, estimating around 747 kcal on average, which is higher than the recommended 600 kcal, with only 15% accurately identifying the correct amount. Awareness of calorie labeling legislation was relatively high among respondents, yet the majority did not notice calorie information during their last online purchase, and most reported that such labels did not influence their food or drink choices.

Regarding meal drivers, taste and price ranked highest for takeout decisions, followed by delivery speed and portion size. For home-cooked meals, healthiness was a more important factor, especially among women and older adults. meanwhile, environmental impact, such as a low carbon footprint, was least considered.

Participants also showed support for strategies like clearer traffic light labels and healthier alternatives, though they showed less enthusiasm for measures like higher prices for unhealthy foods or smaller portions. The findings underscore the complexity of influencing consumer behavior; calorie labels alone appear insufficient. The authors suggest that more comprehensive real-world evaluations are necessary to develop effective interventions that promote healthier eating habits without increasing health disparities.

This study highlights that efforts to enhance the nutritional quality of takeout foods must consider consumer preferences and perceptions, emphasizing that visible, impactful strategies are needed to steer choices towards healthier options.