Promotion of Healthy Eating Through Public Policy

Abstract

Background To induce consumers to purchase healthier foods and beverages, some policymakers have suggested special taxes or labels on unhealthy products. The potential of such policies is unknown. Purpose In a controlled field experiment, researchers tested whether consumers were more likely to purchase healthy products under such policies. Methods From October to December 2011, researchers opened a store at a large hospital that sold a variety of healthier and less-healthy foods and beverages. Purchases (N=3680) were analyzed under five conditions: a baseline with no special labeling or taxation, a 30% tax, highlighting the phrase “less healthy” on the price tag, and combinations of taxation and labeling. Purchases were analyzed in January–July 2012, at the single-item and transaction levels. Results There was no significant difference between the various taxation conditions. Consumers were 11 percentage points more likely to purchase a healthier item under a 30% tax (95% CI=7%, 16%, <0.001) and 6 percentage points more likely under labeling (95% CI=0%, 12%, p=0.04). By product type, consumers switched away from the purchase of less-healthy food under taxation (9 percentage points decrease, p<0.001) and into healthier beverages (6 percentage point increase, p=0.001); there were no effects for labeling. Conditions were associated with the purchase of 11–14 fewer calories (9%–11% in relative terms) and 2 fewer grams of sugar. Results remained significant controlling for all items purchased in a single transaction. Conclusions Taxation may induce consumers to purchase healthier foods and beverages. However, it is unclear whether the 15%–20% tax rates proposed in public policy discussions would be more effective than labeling products as less healthy.

Young adults’ responses to alternative messages describing a sugar-sweetened beverage price increase

“…The key dependent variable is a self-reported intention, not an observed behaviour. A study design which exposes participants to an actual price change (such as studies measuring the effect of price changes on sugary drink consumption in real stores (32)(33)(34) ) and observes actual purchasing behaviour will be required to confirm that these results hold up in naturalistic settings. However, given that there were eight different messages reflective of the actual policy discourse around SSB price increases that we wanted to test, the online survey mode is an appropriate first step to examine message effects.…”

Prevention of type 2 diabetes mellitus: is it feasible?

“…The real novelty in recent years, however, has been the introduction of taxes on unhealthy food and drinks to improve eating habits. Between 2011 and 2012, countries such as Denmark, Hungary and Finland have introduced a tax on foods high in fat content [39]]. The effect of these taxes will depend on the responsiveness of consumers, who in some cases may decrease the purchase of healthy products in favour of unhealthy ones with increased sugar content, therefore making any exercise counterproductive.…”

Weighing the Evidence of Common Beliefs in Obesity Research

“…Of course, one might argue against generalizing results from studies in the United Kingdom to the U.S. Although similar quasi-experimental studies being launched in the U.S. (for example, PHRESH by the RAND Health Organization) should provide additional information down the road, the current scientific evidence does not support that food deserts independently increase obesity 235,236 .…”