Sugar Tax Impact

We blogged before about the potential impact of a sugar tax on soft drinks in Ireland.

Today, theory becomes reality as the sugar tax hits wallets, purses and tills throughout the country.

We asked in our April omnibus how soft drink consumers would react. As we can see, they're divided: more think they will drink less, but many (1 in 5 adults or a third of all high sugar soft drinkers) expect it won't change their behaviour:

Our partners Swift Research conducted a similar survey in the UK and found very similar patterns among British consumers, where the tax was introduced earlier.

Among those who say they will drink less - or are still uncertain - there a range of options they are considering, including not changing:

But the bigger question is: will the sugar tax reduce obesity and change Irish dietary habits away from high levels of sugar consumption?

Most are pessimistic about the impact on obesity (especially high sugar soft drink consumers who won't be changing their behaviour), but maybe more optimistic about growing awareness of the need to change:

Key Takeaway: the challenge with all 'sin taxes' is that 'non-sinners' are in favour and convinced they will work, while the 'sinners' are not so sure. We might just need a bigger tax...




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