A new peer-reviewed study is raising fresh questions about the effectiveness of displaying calorie counts on restaurant menus and food labels—an increasingly common sight in Thailand’s urban eateries and supermarkets. While these numbers are meant to encourage healthier eating, the latest research indicates they might have the opposite effect, leaving consumers more confused and less confident about their food choices.
Published recently in the Journal of Retailing, this study involved over 2,000 participants across nine experiments. According to the research team led by academics specializing in health behavior and consumer psychology, when people considered calorie information while judging food, they unexpectedly rated unhealthy foods as less bad and healthy foods as less beneficial. Even more striking, participants became less certain in their assessments after seeing calorie numbers, with their healthiness ratings on foods like salads and cheeseburgers converging closer together. Those who did not see calorie data could clearly distinguish between healthy and unhealthy foods, but calorie counts appeared to muddy these distinctions (The Conversation).
This counterintuitive finding has major implications for public health policy and the food industry in Thailand, particularly as the government has advocated for greater transparency in food labeling and many Thai chains—major fast-food brands, bubble tea outlets, and even air-conditioned noodle shops—begin to voluntarily display calories on their menus. The National Health Commission Office and Ministry of Public Health have championed calorie labeling to combat Thailand’s rising rates of obesity, diabetes, and heart disease, believing that clear data will drive better consumer decisions.
However, this new research suggests that calorie transparency alone might not be as beneficial as hoped. The study’s authors point to a psychological phenomenon called “metacognitive uncertainty”—the feeling that “I thought I understood, but now I’m not so sure”—which leads consumers to moderate their judgments. As a result, calorie data, rather than clarifying, actually undermines confidence and decision accuracy. Notably, the confusion was triggered by calorie information itself and not by other nutrients like fat or carbohydrates, perhaps because Thai consumers, like those elsewhere, feel more familiar with calories but are less equipped to interpret them meaningfully.
“It creates the illusion of calorie fluency,” argue the researchers. “Because people see calorie numbers everywhere, they think they know how to use them, but that confidence quickly unravels, and their judgments become less accurate.”
For Thai consumers, this effect has important ramifications. Bangkok’s residents are increasingly exposed to Western-style fast food, calorie-conscious menu boards, and nutrition claims amid a proliferation of dining options. Yet, without accompanying education or intuitive labeling, simply posting calorie counts may not empower diners to make truly healthier choices. As one nutritionist from a prominent urban hospital (who requested to be identified only by position in compliance with Bangkok Post protocols) noted, “There’s an urgent need to pair calorie information with easy-to-understand cues—perhaps color-coded symbols or daily percentage guides—so Thais can interpret numbers in context. Calorie data in isolation is just not enough.”
Recommendations from public health experts in Europe have included “traffic light” nutrition labels (green for healthy, red for unhealthy) and summary nutrition scores, which some European countries have started to use. For Thailand, exploring such concepts alongside calorie transparency could make health information more actionable for the general public—especially given diverse dietary habits, varying literacy levels, and different caloric requirements by age, gender, or activity.
Historically, Thai society did not need to consider calories. Traditional diets were naturally balanced, rich in fresh vegetables and lean proteins, and physical labor was a daily reality. However, rapid urbanization, sedentary lifestyles, and a surge in highly processed foods have made calorie awareness more critical in the 21st century. Obesity prevalence among Thai adults has more than doubled over the past two decades, according to reports from the Ministry of Public Health (Ministry of Public Health Report), and non-communicable diseases are now among Thailand’s top health concerns.
Nevertheless, the current research warns against overreliance on numbers. A senior academic from a leading Thai public university commented, “Numeracy skills in Thailand vary, and calorie figures can unintentionally cause more worry than wisdom. We must not assume that every consumer is fully equipped to translate calories into practical eating choices.”
Looking forward, the study’s authors underscore unresolved questions: How will the proliferation of health apps, personalized diet trackers, and AI-driven menu suggestions shape consumer understanding—and could they make matters even more confusing? With digital platforms offering calorie and nutrient breakdowns in real time, the risk is that users may gain false confidence, not genuine comprehension.
In practical terms, Thai consumers and health authorities should proceed with caution. Calorie labeling remains a useful tool, but “information is not the same as insight.” The study suggests combining calorie display with context—such as serving size references, proportion of daily recommended intake, or familiar visual symbols—so that the average diner can make choices that reflect both numbers and nutritional value, guided by their own health goals.
For now, Thais dining out or shopping for packaged foods should remember: Calories are only part of a bigger nutritional picture. Seeking professional dietary advice, paying attention to full nutrition labels (not just calories), and supporting calls for more intuitive public health labeling are smart steps for individuals and society. By recognizing the limits of “calorie fluency,” both consumers and policymakers can work towards more effective strategies to promote the nation’s health.
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