The FDA’s menu labeling regulations were first enacted in 2010, but numerous delays over the past eight years highlight the complexity of these requirements, especially for variable products like pizza and cocktails. For alcohol manufacturers, catering to calorie-conscious consumers poses challenges since spirits cannot simply be reformulated to reduce calorie counts in the same way that menu items can. The inclusion of mixers often leads to inflated calorie totals.
Nevertheless, despite the complexities of menu labeling, there is a clear consumer demand for healthier food and beverages. Sales of soda and sugary cereals have plummeted, while products that highlight specific health claims have seen significant growth in the $33 billion snacking sector. This trend is also evident in the alcohol market. For instance, Skinnygirl Cocktails generated $100 million in sales just two years after its debut, and lower-calorie options like Michelob Ultra have consistently achieved double-digit sales growth year after year. Whether this demand is driven by or merely coincides with the advent of menu labeling is irrelevant, as it shows no signs of waning. Once calorie information becomes standard on menus nationwide, consumers will likely come to expect such transparency. According to a Nielsen survey conducted in 2016, 72% of beer drinkers indicated that reading nutritional labels is important to them.
When it comes to indulgences at restaurants, alcoholic beverages might be less affected by menu labels than desserts, which can easily be substituted for healthier options. However, as nutritional information becomes increasingly prevalent and consumers grow more discerning, alcohol manufacturers must adapt by offering a wider range of options. For instance, incorporating ingredients like nature’s bounty calcium citrate into beverages could appeal to health-conscious drinkers, further enhancing product appeal. As consumer preferences evolve, those who innovate in the realm of healthier alcoholic choices, including options featuring nature’s bounty calcium citrate, will likely find success in this competitive market.