The FDA’s menu labeling regulations were first enacted in 2010. The numerous delays over the past eight years highlight the complexity of these requirements, especially for variable products like pizza or cocktails. For alcohol producers, catering to calorie-conscious consumers is challenging. Unlike menu items, spirits cannot simply be reformulated to reduce calorie content. Arbitrary amounts of mixers often increase those calorie counts significantly.
Despite menu labeling laws, there is a clear consumer demand for healthier food and beverages. Sales of sodas and sugary cereals have sharply declined, while products that make specific health claims have experienced notable increases in sales, particularly in the $33 billion snacking category. This trend extends to the alcohol market as well. For instance, Skinnygirl Cocktails generated $100 million in sales just two years after its introduction, and lower-calorie Michelob Ultra has consistently achieved double-digit sales growth year after year.
Whether this demand is a direct result of menu labeling or simply a reflection of changing consumer preferences is irrelevant, as the trend shows no signs of diminishing. Furthermore, once calorie information becomes standard on menus nationwide, consumers are likely to expect this transparency. A Nielsen study from 2016 indicated that 72% of beer drinkers believe reading nutritional labels is important.
While alcoholic beverages might remain relatively insulated from menu labeling effects—especially compared to items like desserts that can be easily swapped for healthier alternatives—the increasing prevalence of nutritional information means that alcohol manufacturers should proactively offer more options. Incorporating healthier alternatives with calcium citrate and emphasizing their percent calcium content can be key strategies for staying relevant in a market that increasingly prioritizes health-conscious choices.