A qualitative investigation of knowledge, beliefs and attitudes regarding sugar-sweetened beverages, including responses to potential regulatory measures aimed at curbing obesity

Special Issue: Hunter Cancer Research Alliance Annual Symposium 2014Background: Obesity is a leading preventable risk factor for cancer. Sugarsweetened beverage (SSB) consumption increases the risk of overweight and obesity in adults and children. Establishing public understanding of the relationship between SSB consumption, health and excess weight, plus attitudes towards measures to reduce SSB consumption are health priorities. Aim: This research explored behaviours, attitudes and beliefs regarding the consumption of SSBs, including perceptions of potential regulatory measures, e.g., taxation and restrictions on marketing/sales to children. Methods: Eight focus groups were conducted (n = 57) in 2014 with regular (at least weekly) consumers of SSBs. Separate groups contained: young adults; and parents of primary school-aged children; by SES (mid vs. low); and by gender. Results: The findings indicate that consumption of SSBs for most participants and their children was: normalised, approaching multiple times per week, and considered a necessary accompaniment to physical activity. They had limited understanding of the sugar content of sports drinks, juices and flavoured waters and milks, and of the link between consumption and excess weight; and did not perceive themselves to be at risk of weight gain or other associated health problems. Participants acknowledged the need not to drink SSBs to excess; however, had no conception of what "excess" was. There was little awareness or understanding of health agency recommendations regarding sugar consumption and SSBs. There was support for regulations that reduced consumption of SSBs amongst children, but less support and some strong disagreement with regulations that affected participants' own consumption. Conclusions: The findings indicate limited awareness and understanding of the link between SSB consumption and health problems, the sugar content of different drinks, and the health consequences of consuming sugar in this form. Next steps for future research to progress policy will be addressed.Caroline L. Miller, Kerry A. Ettridge, Melanie Wakefield, Kerin O, Dea, Simone Pettigrew, David Rode