Background
Retailer-led price changes remain an underexplored avenue for changing beverage purchases in community retail settings. This study aimed to determine the changes in beverage purchases associated with a sugar sweetened beverage (SSB) price increase in a convenience store in Melbourne, Australia.
Methods
Beverages were classified using an existing traffic light system as ‘red’ (‘limit’, e.g. sugary soft drinks, juices over 250mL), ‘amber’ (‘choose carefully’, e.g. diet soft drinks) and ‘green’ (‘best choices’, e.g. water). Prices of ‘red’ beverages were increased by 20% while ‘amber’ and ‘green’ beverage prices were unchanged. Weekly sales data were examined for 122 weeks before and 17 weeks post price change implementation. Time series segmented regression analyses compared volume sales of ‘red’, ‘amber’, ‘green’ and total beverages, and change in total beverage dollar sales post implementation with expected sales if no intervention had occurred.
Results
There was a significant reduction in the volume of ‘red’ beverages (-27.8%) and ‘amber’ beverages (-26.7%) sold and a significant 27.7% increase in volume of ‘green’ beverages sold in the 17th week post intervention compared to expected sales without an intervention. There were small significant reductions in total volume of beverages sold (-12.3%) and beverage dollar sales (-11.3%).
Conclusion
A 20% SSB price increase was associated with a reduction in their sales and an increase in sales of healthier alternatives. Community retail settings present a key bottom-up approach to improving consumer beverage choices.