Research suggests that consumers switch away from sugary cereals when a tax is applied, and the effect is stronger when the tax is signposted on the label
The UK government recently announced that it would introduce a sugary drinks tax, following campaigning by Sustain and others. Research conducted by the Centre for Health Economics at the University of York has now found that a similar levy applied to sugary cereals could nudge purchasers towards healthier choices.
Rather than relying on economic modelling, the research involved asking a representative sample of 1,000 participants to make 'real' purchases on an online supermarket platform. The study captured the effect of price changes for breakfast cereals and soft drinks.
The results, published here, showed that taxes can be an effective means of altering food purchasing, with a 20% rate being sufficient to make a significant impact. However, the study also found that the levy was most effective when it was signposted. Shoppers who knew they were being taxed reduced their purchases by around half.
Read more about Sustain's campaign work on the sugary drinks tax here.
Published Friday 17 June 2016
Sustain: Sustain The alliance for better food and farming advocates food and agriculture policies and practices that enhance the health and welfare of people and animals, improve the working and living environment, enrich society and culture and promote equity.
