Abstract 15749: Retail Soda Purchases Decrease After Two Years of a Community Campaign Promoting Better Beverage Choices
Introduction: Sugary drink consumption is a major risk factor for excess weight gain. In 2013, a mid-Atlantic county launched a multi-component, multi-year public health campaign to decrease sugary drink consumption. Activities included social marketing, health professional education, and advocacy for policy changes.
Hypothesis: Beverage sales will decrease for sugary drinks (regular soda, sports drinks, fruit drinks, and flavored water) and increase for non-sugary drinks (diet drinks, 100% juice, and water) from 2012 (baseline) through Years 1 - 3 (2013 - 2015).
Methods: A retail sales tracking company identified a sample of supermarkets (N=15) in the campaign county (Intervention stores) and assessed 52 weeks of baseline sales for top brands in each beverage category. A group of Control stores (N=17) was identified by matching weekly beverage volume sales at baseline. Difference-in-difference regression analyses compared the weekly volume sales of each beverage type in the Intervention and Control stores from baseline to 2015. Analyses controlled for average price, competitor’s price, package size, weekly local temperature, and manufacturer.
Results: Difference-in-difference regression analyses found a significantly greater net change in volume sales of regular soda in the Intervention stores (-19%) compared to the Control stores, which were stable (+0.8%) over time (p < .001). There were also significant decreases in fruit drink (p<.001) and 100% juice sales (p < .001) and an increase in bottled water sales (p < .001) in the Intervention stores compared to the Control stores. There was no effect on sports drinks or diet soda sales.
Conclusion: A locally implemented, multi-component campaign to reduce sugary drinks was associated with an accelerated decrease in regular soda sales and an increase in bottled water sales. This campaign may be a model for other communities to reduce sugary drink consumption as a means to address obesity.
Author Disclosures: M.B. Schwartz: None. G.E. Schneider: None. X. Li: None. J. Harris: None. T. Andreyeva: None. M. Hyary: None. N. Highsmith Vernick: None. L.J. Appel: None.
- © 2016 by American Heart Association, Inc.