Researchers in Thailand wanted to understand if warning labels on unhealthy foods actually change what people buy and eat. They looked at data from over 5,000 people and found something surprising: people who noticed labels on foods high in fat, sugar, or salt were actually MORE likely to eat these unhealthy foods, not less. The study suggests that simple labels with numbers and logos aren’t enough to change eating habits. To really help people make healthier choices, labels need to be clearer and easier to understand, and they should be combined with other strategies like making healthy foods more affordable.

The Quick Take

  • What they studied: Do food labels on the front of packages help people eat less junk food? Researchers compared two types of labels: simple ones that just show numbers (like daily value percentages) and ones with pictures or symbols that are easier to understand at a glance.
  • Who participated: Over 5,000 people living in Thailand who answered questions about their eating habits, what they look for when buying food, and whether they noticed food labels in stores.
  • Key finding: Surprisingly, people who said they saw the labels were actually MORE likely to eat unhealthy foods like instant noodles, snacks, and sugary drinks compared to people who didn’t notice any labels. This suggests the current labels aren’t working the way they’re supposed to.
  • What it means for you: If you’re trying to eat healthier, don’t rely on current food labels alone. Look for other clues like ingredient lists, and try to understand what makes a food unhealthy. Better labels are needed, but until then, you’ll need to do extra homework when shopping.

The Research Details

This study used information that was already collected in 2021 from a large Thai health survey. Instead of running a new experiment, researchers looked at what people reported about their eating habits and whether they remembered seeing food labels. They compared people who saw different types of labels (simple number-based labels called GDA, or symbol-based labels called HCL) with people who didn’t see any labels. The researchers then looked for patterns to see if label awareness connected to eating more or less unhealthy food.

The study focused on three types of unhealthy foods: instant noodles and prepared foods, snacks, and sugary drinks. Researchers also collected information about people’s age, income, education level, and other personal details to understand if these factors affected the results.

This approach is useful because it shows what’s actually happening in real life, not in a controlled lab setting. By using data that was already collected from thousands of real people, researchers could see if food labels are actually helping people make better choices in their everyday lives. This type of study helps governments and health organizations decide if current labeling rules are working or if they need to be changed.

The study used a large sample of real people from an official health survey, which is a strength. However, the research relied on people remembering whether they saw labels, which might not be completely accurate. The study shows a connection between seeing labels and eating unhealthy foods, but it doesn’t prove that labels CAUSE people to eat more junk food—there could be other explanations. The study was done in Thailand, so results might be different in other countries with different label designs or cultures.

What the Results Show

The most surprising finding was that people who reported seeing food labels were actually MORE likely to eat unhealthy foods compared to people who didn’t notice any labels. This happened with all three types of unhealthy foods studied: instant foods, snacks, and sugary drinks.

When people saw the HCL (a symbol-based label), they had the highest chance of eating instant foods and snacks. When people saw both types of labels together, they were most likely to drink sugary beverages. Even people who saw only the GDA (the number-based label) were more likely to eat unhealthy foods than those who saw no labels at all.

This unexpected result suggests that simply putting labels on packages isn’t enough to change eating behavior. The researchers think this might happen because people who are already eating lots of unhealthy food are the ones who notice the labels, or because the labels aren’t clear enough to actually influence decisions.

The study found that seeing labels didn’t reduce unhealthy food consumption in any group studied. This was true across different age groups and education levels. The research also showed that people’s reasons for buying food (like price, taste, or convenience) were important factors that labels alone couldn’t overcome. The findings suggest that affordability and food cravings are powerful influences that warning labels can’t compete with by themselves.

Previous research has shown mixed results about whether food labels work. Some studies found that clear, easy-to-understand labels do help people make healthier choices. This Thai study suggests that the current labels being used might not be clear or noticeable enough. The results support the idea that labels need to be redesigned to be more effective, and that labels work better when combined with other strategies like making healthy foods cheaper or easier to find.

This study has several important limitations. First, it relied on people remembering whether they saw labels, which might not be accurate. Second, the study only shows that label-seeing and unhealthy eating happen together—it doesn’t prove that labels cause people to eat more junk food. There could be other reasons for this connection. Third, the study was done in Thailand with Thai food labels, so the results might not apply to other countries with different label designs. Finally, the study didn’t measure actual label reading or understanding—just whether people noticed them existed.

The Bottom Line

Current food labels appear to need improvement before they can effectively help people eat healthier. If you’re trying to reduce unhealthy foods, don’t rely on labels alone. Instead: read ingredient lists carefully, learn what makes foods unhealthy (high amounts of salt, sugar, and saturated fat), compare similar products, and try to buy more whole foods like fruits, vegetables, and grains. Support policies that make healthy foods more affordable and accessible. Confidence level: Moderate—this is one study in one country, but it aligns with concerns experts have about current labeling systems.

This research matters for: government health officials deciding on food labeling policies, food companies designing packages, health educators teaching people about nutrition, and anyone trying to eat healthier. It’s especially important for people in countries considering new food label designs. People shouldn’t use this as an excuse to ignore labels entirely—better labels are still being developed and may work better than current ones.

Don’t expect food labels to change your eating habits immediately. If labels are improved to be clearer and easier to understand, it might take several weeks to months to see changes in your food choices. Real change usually requires combining better labels with other strategies like habit-building, making healthy foods more convenient, and addressing food cravings through other methods.

Want to Apply This Research?

  • Track the number of times per week you eat ultra-processed foods (instant noodles, packaged snacks, sugary drinks). Set a goal to reduce this by 20-30% over 4 weeks. Log each instance with the reason you chose it (convenience, price, craving, taste) to identify your biggest triggers.
  • When shopping, use the app to scan product barcodes and see a simple nutrition score before buying. Create a ‘healthy swap’ list in the app that shows cheaper or more convenient alternatives to your favorite unhealthy foods. Use reminders to check ingredient lists for salt, sugar, and saturated fat content instead of relying on front-of-package labels.
  • Weekly check-ins: log your unhealthy food purchases and identify patterns (time of day, location, mood, price point). Compare your weekly totals to see if you’re making progress. Use the app to track which strategies work best for you—better labels, price awareness, convenience factors, or craving management—so you can focus on what actually changes your behavior.

This research shows that current food labels may not be effective at reducing unhealthy food consumption on their own. However, this is one study conducted in Thailand and should not be used as medical advice. If you have specific health concerns related to diet, high blood pressure, diabetes, or obesity, please consult with a healthcare provider or registered dietitian who can provide personalized recommendations. Food labels are still one tool among many for making healthier choices. Always read ingredient lists and nutrition information carefully, and consider consulting a healthcare professional before making major dietary changes.