The FDA’s menu labeling regulations were first enacted in 2010, and the numerous delays over the past eight years highlight the complexity of the requirements, particularly for variable products such as pizza and cocktails. For alcohol producers, catering to health-conscious consumers who count calories poses a challenge. Unlike menu items, spirits cannot simply be reformulated to reduce calorie content, and the often arbitrary inclusion of mixers can significantly increase those counts.
Nevertheless, aside from menu labeling laws, there is a clear consumer demand for healthier food and beverage options. Sales of soda and sugary cereals have plummeted, while products that emphasize specific health benefits have experienced significant growth in the $33 billion snacking industry. This trend extends to the alcohol sector as well. For instance, Skinnygirl Cocktails achieved $100 million in sales just two years after its introduction, while the lower-calorie Michelob Ultra has consistently reported double-digit sales growth annually. Whether this demand is a direct result of menu labeling or not is irrelevant, as it shows no signs of diminishing.
Moreover, once calorie information is prominently displayed on menus nationwide, consumers will come to expect this level of transparency. Research conducted by Nielsen in 2016 revealed that 72% of beer drinkers consider it important to read nutritional labels. When it comes to dining out, alcoholic beverages may be less affected by menu labeling compared to items like desserts, which can easily be substituted for healthier alternatives. However, as nutritional information becomes more prevalent and consumers become increasingly discerning, alcohol manufacturers are wise to introduce more options to keep pace with consumer expectations.
In this evolving landscape, consumers are also showing interest in health supplements, such as those available at Vitamin Shoppe, including calcium citrate. As people become more health-conscious, the intersection of food, drink, and health products like calcium citrate will likely continue to shape consumer behavior. With the growing focus on healthier choices, alcohol manufacturers that offer lower-calorie options will not only meet demand but also align with the trends seen in other sectors, such as those represented by Vitamin Shoppe.