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Point-of-purchase price and education intervention to reduce consumption of sugary soft drinks

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  • Block, J.P.
  • Chandra, A.
  • McManus, K.D.
  • Willett, W.C.

Abstract

Objectives. We investigated whether a price increase on regular (sugary) soft drinks and an educational intervention would reduce their sales. Methods. We implemented a 5-phase intervention at the Brigham and Women's Hospital cafeteria in Boston, Massachusetts. After posting existing prices of regular and diet soft drinks and water during baseline, we imposed several interventions in series: a price increase of 35% on regular soft drinks, a reversion to baseline prices (washout), an educational campaign, and a combination price and educational period. We collected data from a comparison site, Beth Israel Deaconess Hospital, also in Boston, for the final 3 phases. Results. Sales of regular soft drinks declined by 26% during the price increase phase. This reduction in sales persisted throughout the study period, with an additional decline of 18% during the combination phase compared with the washout period. Education had no independent effect on sales. Analysis of the comparison site showed no change in regular soft drink sales during the study period. Conclusions. A price increase may be an effective policy mechanism to decrease sales of regular soda. Further multisite studies in varied populations are warranted to confirm these results.

Suggested Citation

  • Block, J.P. & Chandra, A. & McManus, K.D. & Willett, W.C., 2010. "Point-of-purchase price and education intervention to reduce consumption of sugary soft drinks," American Journal of Public Health, American Public Health Association, vol. 100(8), pages 1427-1433.
    • Handle: RePEc:aph:ajpbhl:10.2105/ajph.2009.175687_6
    DOI: 10.2105/AJPH.2009.175687
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    Cited by:

    1. Nicoletta Berardi & Patrick Sevestre & Marine Tépaut & Alexandre Vigneron, 2016. "The impact of a ‘soda tax’ on prices: evidence from French micro data," Applied Economics, Taylor & Francis Journals, vol. 48(41), pages 3976-3994, September.
    2. Colantuoni, Francesca & Rojas, Christian, 2013. "Heterogeneous behavior, obesity and storability in soft drink consumption: A dynamic demand model," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 257244, Agricultural and Applied Economics Association.
    3. Moustapha Sarr, 2023. "Inciting Family Healthy Eating: Taxation and Nudging," EconomiX Working Papers 2023-13, University of Paris Nanterre, EconomiX.
    4. Liu, Yizao & Lopez, Rigoberto A. & Zhu, Chen, 2014. "The Impact of Four Alternative Policies to Decrease Soda Consumption," Agricultural and Resource Economics Review, Cambridge University Press, vol. 43(1), pages 53-68, April.
    5. Senarath Dharmasena & Oral Capps, 2012. "Intended and unintended consequences of a proposed national tax on sugar‐sweetened beverages to combat the U.S. obesity problem," Health Economics, John Wiley & Sons, Ltd., vol. 21(6), pages 669-694, June.
    6. Beatriz Franco-Arellano & Lana Vanderlee & Mavra Ahmed & Angela Oh & Mary R. L’Abbé, 2020. "Consumers’ Implicit and Explicit Recall, Understanding and Perceptions of Products with Nutrition-Related Messages: An Online Survey," IJERPH, MDPI, vol. 17(21), pages 1-20, November.
    7. Ashkan Afshin & José L Peñalvo & Liana Del Gobbo & Jose Silva & Melody Michaelson & Martin O'Flaherty & Simon Capewell & Donna Spiegelman & Goodarz Danaei & Dariush Mozaffarian, 2017. "The prospective impact of food pricing on improving dietary consumption: A systematic review and meta-analysis," PLOS ONE, Public Library of Science, vol. 12(3), pages 1-18, March.
    8. Jeffrey Grogger, 2017. "Soda Taxes And The Prices of Sodas And Other Drinks: Evidence From Mexico," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 99(2), pages 481-498.
    9. Silva, Andres & Etilé, Fabrice & Boizot-Szantai, Christine & Dharmasena, Senarath, 2013. "The Impact of Beverage Taxes on Quantity and Quality of Consumption in France," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 150428, Agricultural and Applied Economics Association.
    10. Mahmoud ABDEL HAMID SALEH & Abdullah Mohammed ALHIDARI & Abdulrahman AL-MANSOUR & AbdulElah AL-KHUDHAIR, 2018. "Health Awareness and Price Sensitivity as Predictors of Consumer’s Purchase Attitude towards Soft Drinks," Expert Journal of Marketing, Sprint Investify, vol. 6(1), pages 22-32.
    11. Romana Khan & Kanishka Misra & Vishal Singh, 2016. "Will a Fat Tax Work?," Marketing Science, INFORMS, vol. 35(1), pages 10-26, January.
    12. Enax Laura & Weber Bernd, 2015. "Marketing Placebo Effects – From Behavioral Effects to Behavior Change?," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 13(1), pages 15-31, January.
    13. Colantuoni, Francesca & Rojas, Christian, 2013. "Heterogeneous behavior, obesity and storability in soft drink consumption: A dynamic demand model," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 150340, Agricultural and Applied Economics Association.

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