U.S. Consumer Demand for Restaurant Calorie Information: Targeting Demographic and Behavioral Segments in Labeling Initiatives

Abstract

To identify different segments of U.S. consumers based on food choices, exercise patterns, and desire for restaurant calorie labeling. Using a stratified (by region) random sample of the U.S. population, trained interviewers collected data for this cross-sectional study through telephone surveys. Center for Rural Studies U.S. national health survey. The final sample included 580 responses (22% response rate); data were weighted to be representative of age and gender characteristics of the U.S. population. Self-reported behaviors related to food choices, exercise patterns, desire for calorie information in restaurants, and sample demographics. Clusters were identified using Schwartz Bayesian criteria. Impacts of demographic characteristics on cluster membership were analyzed using bivariate tests of association and multinomial logit regression. Cluster analysis revealed three clusters based on respondents' food choices, activity levels, and desire for restaurant labeling. Two clusters, comprising three quarters of the sample, desired calorie labeling in restaurants. The remaining cluster opposed restaurant labeling. Demographic variables significantly predicting cluster membership included region of residence (p < .10), income (p < .05), gender (p < .01), and age (p < .10). Though limited by a low response and potential self-reporting bias in the phone survey, this study suggests that several groups are likely to benefit from restaurant calorie labeling. Specific demographic clusters could be targeted through labeling initiatives.