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Does the EU sugar policy reform increase added sugar consumption? An empirical evidence on the soft drink market

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  • Céline Bonnet
  • Vincent Requillart

Abstract

National Health authorities recommend a decrease in the consumption of ‘added’ sugar. At the same moment, a reform of the Common Organisation of the Sugar Market will lead to a decrease by more than 30% of the sugar price in the EU. Using French data on the soft drinks purchases, this paper investigates the impact of this reform on the consumption of sugar sweetened beverages and on added sugar consumption. The soft drink market is composed of highly differentiated products with different sugar content. Hence the reform of the EU sugar policy leads to a decrease in regular soft drink prices by more than 3% in average and varies from 1.7% to 6.5% according to the brand. To assess substitution within the food category of sugar sweetened beverages, we use a structural econometric model, the random-coefficients logit model. Our model also takes into account observed and unobserved heterogeneity in the consumers’ behavior and then allows to estimate the impact of the sugar price decrease on the soft drink consumption according to the type of consumers. Results suggest that price changes would lead to an increase in market shares of regular products by 7.5% and a decrease in market share of diet products by 3.5%. On the whole, it would rise the consumption of regular soft drinks by more that 1 liter per year and per person and the consumption of added sugar by 124 grams per year and per person. Moreover, the reform leads to substitution between brands at the bene t of products with the highest sugar content. The increase in per person consumption is larger in households composed of overweight and obese individuals.

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Bibliographic Info

Article provided by John Wiley & Sons, Ltd. in its journal Health Economics.

Volume (Year): 20 (2011)
Issue (Month): 9 (09)
Pages: 1012-1024

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Handle: RePEc:wly:hlthec:v:20:y:2011:i:9:p:1012-1024

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Web page: http://www3.interscience.wiley.com/cgi-bin/jhome/5749

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  1. Gasmi, F & Laffont, J J & Vuong, Q, 1992. "Econometric Analysis of Collusive Behavior in a Soft-Drink Market," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 1(2), pages 277-311, Summer.
  2. Schroeter, Christiane & Lusk, Jayson & Tyner, Wallace, 2008. "Determining the impact of food price and income changes on body weight," Journal of Health Economics, Elsevier, vol. 27(1), pages 45-68, January.
  3. Chouinard Hayley H & Davis David E & LaFrance Jeffrey T & Perloff Jeffrey M, 2007. "Fat Taxes: Big Money for Small Change," Forum for Health Economics & Policy, De Gruyter, vol. 10(2), pages 1-30, June.
  4. Aviv Nevo, 2003. "Mergers with Differentiated Products: The Case of Ready-to-Eat Cereal," Finance 0303004, EconWPA.
  5. Olivier Allais & Patrice Bertail & Véronique Nichèle, 2010. "The Effects of a Fat Tax on French Households' Purchases: A Nutritional Approach," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 92(1), pages 228-245.
  6. Mazzocchi, Mario & Traill, W. Bruce & Shogren, Jason F., 2009. "Fat Economics: Nutrition, Health, and Economic Policy," OUP Catalogue, Oxford University Press, number 9780199213863, September.
  7. Cooper, Joseph C & Giraud-Heraud, Eric & Requillart, Vincent, 1995. "Economic Impacts of Isoglucose Deregulation on the European Sweetener Market," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 22(4), pages 425-45.
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Cited by:
  1. Fabrice Etile, 2013. "L'économie des consommations à risques au miroir des politiques de santé publique," Working Papers 221515, Institut National de la Recherche Agronomique, France.
  2. Haucap, Justus & Heimeshoff, Ulrich & Klein, Gordon J. & Rickert, Dennis & Wey, Christian, 2013. "Bargaining power in manufacturer-retailer relationships," DICE Discussion Papers 107, Heinrich‐Heine‐Universität Düsseldorf, Düsseldorf Institute for Competition Economics (DICE).
  3. Bonnet, Céline & Réquillart, Vincent, 2013. "Tax incidence with strategic firms in the soft drink market," Journal of Public Economics, Elsevier, vol. 106(C), pages 77-88.
  4. Rickard, Bradley J. & Okrent, Abigail M. & Alston, Julian M., 2011. "How have agricultural policies influenced caloric consumption in the United States?," Working Papers 126543, Cornell University, Department of Applied Economics and Management.
  5. 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.

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