• Login / Register
    View Item 
    •   Home
    • Faculty of Health and Social Care
    • Health and Social Care
    • Health and Social Care
    • View Item
    •   Home
    • Faculty of Health and Social Care
    • Health and Social Care
    • Health and Social Care
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Browse

    All of ChesterRepCommunitiesTitleAuthorsPublication DateSubmit DateSubjectsPublisherJournalThis CollectionTitleAuthorsPublication DateSubmit DateSubjectsPublisherJournalProfilesView

    My Account

    LoginRegister

    About

    AboutUniversity of Chester

    Statistics

    Display statistics

    Understanding Marketing Responses to a Tax on Sugary Drinks: A Qualitative Interview Study in the United Kingdom, 2019

    • CSV
    • RefMan
    • EndNote
    • BibTex
    • RefWorks
    Authors
    Forde, Hannah
    Penney, Tarra
    White, Martin
    Levy, Louis
    Greaves, Felix
    Adams, Jean
    Publication Date
    2022-01-29
    
    Metadata
    Show full item record
    Abstract
    Background: The World Health Organization recommends that countries implement fiscal policies to reduce the health impacts of sugary drinks. Few studies have fully examined the responses of industry to these policies, and whether they support or undermine health benefits of sugary drinks taxes. We aimed to explore the changes that sugary drinks companies may make to their marketing, and underlying decision-making processes, in response to such a tax. Methods: Following introduction of the UK Soft Drinks Industry Levy (SDIL) in 2018, we undertook one-to-one semi-structured interviews with UK stakeholders with experience of the strategic decision-making or marketing of soft drink companies. We purposively recruited interviewees using seed and snowball sampling. We conducted telephone interviews with 6 representatives from each of industry, academia and civil society (total n=18), which were transcribed verbatim and thematically analysed. Four transcripts were double-coded, three were excluded from initial coding to allow comparison; and findings were checked by interviewees. Results: Themes were organised into a theoretical framework that reveals a cyclical, iterative and ongoing process of soft drink company marketing decision-making, which was accelerated by the SDIL. Decisions about marketing affect a product’s position, or niche, in the market and were primarily intended to maintain profits. A product’s position is enacted through various marketing activities including reformulation and price variation, and non-marketing activities like lobbying. A soft drink company’s selection of marketing activities appeared to be influenced by their internal context, such as brand strength, and external context, such as consumer trends and policy. For example, a company with low brand strength and an awareness of trends for reducing sugar consumption may be more likely to reformulate to lower-sugar alternatives. Conclusion: The theoretical framework suggests that marketing responses following the SDIL were coordinated and context-dependent, potentially explaining observed heterogeneity in responses across the industry.
    Citation
    International Journal of Health Policy and Management
    Publisher
    Maad Rayan Publishing Company
    URI
    http://hdl.handle.net/10034/626713
    Type
    article
    Description
    From Crossref journal articles via Jisc Publications Router
    History: epub 2022-01-29, ppub 2022-01-29, issued 2022-01-29
    Publication status: Published
    Collections
    Health and Social Care

    entitlement

     
    DSpace software (copyright © 2002 - 2023)  DuraSpace
    Quick Guide | Contact Us
    Open Repository is a service operated by 
    Atmire NV
     

    Export search results

    The export option will allow you to export the current search results of the entered query to a file. Different formats are available for download. To export the items, click on the button corresponding with the preferred download format.

    By default, clicking on the export buttons will result in a download of the allowed maximum amount of items.

    To select a subset of the search results, click "Selective Export" button and make a selection of the items you want to export. The amount of items that can be exported at once is similarly restricted as the full export.

    After making a selection, click one of the export format buttons. The amount of items that will be exported is indicated in the bubble next to export format.