As chancellor Rachel Reeves revealed at last month’s budget, milk drinks are to be the latest products to be included under the umbrella of the nation’s so-called ‘sugar tax.’
However, a new poll from market research platform Attest has revealed that over a third (37%) of UK consumers dismiss the UK’s tax as unlikely to reduce obesity.
Yet a meaningful shift in drink choices is already underway, with 40% of adults now actively seeking lower-sugar alternatives and 32% cutting back on buying sugary drinks altogether, the new data shows.
In the study of 2,000 UK consumers aged 18-64, 36% said the tax “isn’t the most effective way” to reduce consumption, while 42% of adults agreed that education about healthy diets must accompany the sugar tax.
But drilling down into the figures, respondents from households earning over £75,000 are much more likely to believe in the policy’s effectiveness and cut back on milk-based sweet drinks.
Yet just 7% of lower income households think the policy will be very effective, compared to 28% of high income households. More than half of adults in households earning over £75,000 (51%) say they’re now more likely to cut back on sugar-heavy milk drinks. That reduces to 27% among households under £30,000.
Alongside doubts over effectiveness, fairness concerns are also shaping public attitudes. One in five adults (22%) believe the tax is unfair to lower-income households, and this sentiment strengthens among the lowest earners, with 28% of those in households earning under £30,000 agreeing with the statement.
Nick White (left), head of strategic research at Attest said: “Almost equal numbers of consumers believe the sugar tax will not be effective in reducing obesity as are now actively seeking out lower-sugar alternatives.
“Demand for healthier alternatives is being driven less by policy endorsement and more by evolving lifestyle priorities…”
“This suggests demand for healthier alternatives is being driven less by policy endorsement and more by evolving lifestyle priorities. With people more likely to look for lower sugar alternatives than to cut back on buying drinks altogether, this is an opportunity for brands to look at reformulation.
“The findings also underscore that income plays a defining role in opportunity and motivation to switch. Lower-income households are more likely to view the tax as unfair and feel less able to change their behaviour, while higher earners are leading the shift more confidently.
“Lower-sugar alternatives that remain affordable, plus transparent and inclusive communications, will be crucial in winning trust from this group.”
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