Calorie information on menus and labels is common in Thailand’s urban dining scene, but new research calls into question its impact. A peer-reviewed study suggests that listing calories may not help consumers choose healthier options and could even confuse them.
The study, published in the Journal of Retailing, involved more than 2,000 participants across nine experiments. Led by researchers in health behavior and consumer psychology, the work found that considering calorie data while judging food caused people to rate unhealthy items as less bad and healthy items as less beneficial. After seeing calorie figures, participants’ confidence in their judgments diminished, with salads and cheeseburgers becoming less clearly distinct in healthiness. Those not exposed to calorie numbers could reliably differentiate between healthful and less healthful choices. The Conversation summarizes these findings and notes that calorie counts can blur rather than clarify perceived healthfulness.
This has real implications for Thailand, where the government has pushed for more transparent labeling and many chains—ranging from fast food to bubble tea shops and noodle stalls—now display calories. Thailand’s National Health Commission Office and Ministry of Public Health have championed calorie labeling to combat rising obesity, diabetes, and heart disease, hoping clear data will guide healthier decisions. Yet the new research suggests that transparency alone may fall short. It highlights a psychological effect called metacognitive uncertainty, where people feel less sure about their judgments after encountering numeric data.
Experts warn that Thai consumers may be especially affected. Bangkok’s growing exposure to Western-style dining and nutrition messaging, paired with varied literacy levels, means simply posting calories might not empower healthier choices without accompanying context. A senior nutritionist from a major Bangkok hospital notes the need to pair calorie information with intuitive cues, such as color-coded symbols or daily intake percentages, to help Thais interpret numbers meaningfully rather than in isolation.
European health labeling practices have explored traffic-light systems (green for healthy, red for less healthy) and summary nutrition scores. These approaches could be adapted to Thailand alongside calorie disclosure to improve usefulness, particularly given diverse diets, literacy, and age-related caloric needs.
Historically, Thai diets were balanced by traditional food patterns and active lifestyles. But rapid urbanization and increased consumption of processed foods have elevated the importance of calorie awareness. Public health data show rising obesity and non-communicable diseases in Thailand, underscoring the relevance of effective labeling. A senior academic from a leading Thai university cautions that numeracy skills vary, and calorie figures can create unnecessary worry if not paired with practical guidance.
Looking ahead, researchers pose questions about how health apps, personalized trackers, and AI-driven menus will influence understanding. Real-time nutrient data from digital platforms could either support better choices or foster overconfidence without true comprehension.
Practically, Thai consumers and policymakers should proceed thoughtfully. Calorie labeling remains a useful tool but must be paired with context—serving size references, daily intake proportions, and straightforward visual cues—to help diners make choices aligned with their health goals. Information alone does not equal insight.
For now, consumers should view calories as part of a broader nutrition picture. Seek comprehensive labels, consider dietary advice from professionals, and advocate for more intuitive public health labeling. Recognizing the limits of calorie fluency can lead to more effective strategies for improving national health.
Incorporating into everyday decisions, Thais are encouraged to prioritize overall dietary quality and portion awareness, while supporting labeling reforms that translate numbers into meaningful guidance.