Analysis of purchasing patterns of beverages and socio-demographic profile of purchasers, using latent class analysis
PHE ePoster Library. Allen A. 04/10/19; 257501; 15398
Dr. Alexander Allen
Dr. Alexander Allen
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Abstract Background:
Obesity is a growing epidemic globally, and there is now a greater understanding that a variety of interventions must be implemented to attempt to reverse the trend. One such intervention is the use of legislation, such as UK Soft Drinks Industry Levy, duced in April 2018, to both raise revenue and decrease demand for high sugar foods and drinks. The impact these levies have, on whom they impact the most, and what potential substitution behaviours may occur can be difficult to predict. This study aims to provide insight into these issues.
Data on annual purchasing records of all food and beverages from over 20,000 households in Great Britain from the Kantar Worldpanel were analysed using latent class analysis. This was used to classify the participants into distinct purchaser groups of alcoholic and non-alcoholic beverages. The socio-demographic breakdown of these groups was analysed, and latent profile regression was used to demonstrate how changes in these socio-demographic variables predicted group membership.
Latent class analysis showed approximately 80% of participants buy small volumes of high sugar beverages (8.6 litres/year) or alcohol (6.9 litres/year). However, there are two small but significant segments of the population (<10% each) that purchase many times the average of sugary (53.0 litres/year) or alcoholic (61.3 litres/year) drinks. The high sugar purchasers tend to be poorer, younger and less educated, while high alcohol purchasers tend to be older and wealthier. The analyses indicate likely substitution of high sugar drinks with diet alternatives, rather than alcohol or alternative high sugar options, such as fruit juices.
This study adds to the literature by defining the groups most likely to be affected by the sugar levy, and provides evidence of potential substitution behaviour, an area with relatively few studies in the literature. Funding No funding required for this project
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