Changes in Beverage Marketing at Stores Following the Oakland Sugar-Sweetened Beverage Tax
| Autor: | Lisa M. Powell, Andrea A. Pipito, Oksana Pugach, Julien Leider, Shannon N. Zenk |
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| Rok vydání: | 2019 |
| Předmět: |
Marketing
Sugar-Sweetened Beverages Epidemiology 010102 general mathematics Public Health Environmental and Occupational Health Commerce Fluid ounce (US) Taxes 01 natural sciences California Odds 03 medical and health sciences 0302 clinical medicine Sweetening Agents In store marketing Humans 030212 general & internal medicine Business 0101 mathematics |
| Zdroj: | American journal of preventive medicine. 58(5) |
| ISSN: | 1873-2607 |
| Popis: | Introduction In July 2017, Oakland, California implemented a 1 cent/ounce sugar-sweetened beverage tax. This study examined changes in store marketing practices—advertising and price promotions—for sugar-sweetened beverages, artificially sweetened beverages, and unsweetened beverages following the introduction of the tax. Methods The study employed a quasi-experimental research design and included Oakland as the intervention site and Sacramento, California as a comparison site. Based on data collected pretax (May–June 2017), 6 months post-tax (January 2018), and 12 months post-tax (June 2018) at 249 stores across the 2 sites, exterior and interior advertising for 4 taxed sugar-sweetened beverage subtypes and 6 untaxed artificially sweetened and unsweetened beverage subtypes, as well as price promotions for 59 specific taxed products and 69 untaxed products were examined. In 2019, difference-in-differences logistic regressions estimated pre–post changes in Oakland relative to Sacramento. Results At 6 months post-tax, the odds of sugar-sweetened beverage price promotions fell 50% in Oakland but only 22% in Sacramento. Price promotions for regular soda in particular declined in Oakland post-tax, by 47% at 6 months and 39% at 12 months (versus no change in Sacramento). Moreover, the odds of artificially sweetened beverage price promotions fell by a similar magnitude as sugar-sweetened beverages in Oakland, 55% at 6 months and 53% at 12 months, which differed significantly from Sacramento. No significant post-tax changes were found in sugar-sweetened or artificially sweetened beverage exterior or interior advertising. Conclusions Rather than increasing marketing, retailers and manufacturers may have tried to offset revenue losses by reducing price promotions for sugar-sweetened beverages, particularly regular soda, and artificially sweetened beverages. |
| Databáze: | OpenAIRE |
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