Unfortunately, no consumer can be 'forced' to read calorie labels in a correct fashion. A recent study by the Journal of the American Dietetic Association found "significant numbers of people surveyed indicated that they lacked either the knowledge or inclination to effectively use labels...it appears that a large portion of the population isn't interested in having (nutritional information)" (Cox 2007). In a 2004 Food and Agriculture survey, "one-third of all participants were unable to accurately target their daily calorie needs" and this was "based on an expansive definition of 1500-2500 kcals" while "31% of participants looked at calories but only 5% looked at serving size" (Cox 2007). Calorie totals mean little if a person does not understand that a serving of ice cream that is 260 calories is 1/4 of a pint.
There are some policies that could be implemented to address some of the 'head in the sand' factor regarding calories. Food packages could be labeled with calories more prominently, including the calorie information on the front rather than the back of the package, as an aid to dieters. Some of the major diet manufactures of frozen foods, like Lean Cuisine and Weight Watchers...
If consumers saw that, for example, a Hungry Man dinner had 760 calories vs. A Lean Cuisine of 260 calories, he or she might think twice about purchasing the former. Clearly labeling a product with the words 'this product contains four servings' might also address some of the confusion about serving size. But ultimately more education is needed, not about calorie totals or serving sizes in specific products, but how to create a more feasible general meal plan for the American consumer on a holistic basis. This requires more awareness and more care on the consumer's part when reading labels, and better planning of the consumer's overall dietary intake. Consumers cannot occasionally make haphazard and sporadic decisions to eat low-calorie products and hope to lose weight or maintain a healthy weight.
Works Cited
Cox, Lee Ann. (19 May 2006). "Do Consumers Use Calorie Labels? Fat Chance, Says
New Study." University of Vermont. The View. Retrieved 19 Apr 2007 at http://www.uvm.edu/theview/article.php?id=2045
The Food Label." (May 1999). Food and Drug Administration. Retrieved 19 Apr 2007 at http://www.cfsan.fda.gov/~dms/fdnewlab.html
