Estimating the impact of various menu labeling formats on parents' demand for fast-food kids' meals for their children: An experimental auction.

This study experimentally tested whether parents' demand for fast-food kids' meals for their children is influenced by various menu labeling formats disclosing calorie and sodium information. The study also examined the effect of various menu labeling formats on parents' ability to identify fast-food kids' meals with higher calorie and sodium content. Online surveys were conducted among parents of children aged 3-12. Parents were randomized to view 1 of 5 menu conditions: 1) No Nutrition Information; 2) Calories-Only; 3) Calories + Contextual Statement (CS); 4) Calories, Sodium, + CS; and, 5) Calorie and Sodium in Traffic Lights + CS. Using an established experimental auction study design, parents viewed replicated McDonald's menus according to their assigned condition and were asked to bid on 4 Happy Meals. A randomly selected price was chosen; bids equal to or above this price "won" the auction, and bids less than this price "lost" the auction. After the auction, participants were asked to identify the Happy Meal with the highest calories and sodium content. Adjusting for multiple comparisons and covariates, the Calories, Sodium, + CS menu had a mean attributed value across all 4 Happy Meals which was 8% lower (-$0.31) than the Calories + CS menu (p < 0.05). Significantly more parents in the 4 menu conditions providing calories were able to correctly identify the Happy Meal with the highest calories (p < 0.0001) and significantly more parents in the 2 conditions providing sodium information were able to correctly identify the Happy Meal with the highest sodium content (p < 0.0001). Menus disclosing both calories and sodium information may reduce demand for fast-food kids' meals and better support parents in making more informed and healthier food choices for their children.