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Mintel’s survey revealed onsumers aged 16-34 are more likely to be deterred by a sugar tax than those aged 45 and over

Nearly half (47%) of British consumers said an additional tax on unhealthy food and drink would encourage them to cut down, new research has found.

The study from Mintel revealed consumers aged 16-34 are more likely to be deterred by a tax than those aged 45 and over, with those agreeing standing at 53% and 42% respectively. Regionally, 38% of consumers living in Scotland admitted a tax would deter them from consuming unhealthy food and drink, compared with 53% of Londoners.

The publication of the research was timed to coincide with the introduction of the Soft Drinks Industry Levy this week. Commonly known as the sugar tax, it is imposed on companies according to the volume of sugar-sweetened drinks they produce or import. It consists of two bands - one for total sugar content above 5g per 100ml, the second for drinks with over 8g per 100ml.

The government has hailed the levy as a key stepping stone to reducing obesity. However, three-quarters of consumers surveyed said more straightforward nutritional information on packaging would encourage them to cut down on unhealthy drinks and food. This figure rose to 81% for 25-34-year-olds.

Close to three-quarters (73%) revealed rewards for making healthy choices would encourage them to adopt a healthier diet, and 56% said tighter restrictions on advertising would help them cut down on unhealthy products.

Consumers pinpointed low sugar content as the most significant factor they look for when seeking healthy food, with 52% doing so. This was closely followed by 5-a-day claims on packaging (48%), low fat content (45%), low salt content (42%), low saturated fat content (39%), and low calorie count (35%). “There are opportunities for retailers to provide more shopper support in making healthier and price savvy choices, while simultaneously promoting customer loyalty,” said Emma Clifford, associate director, food and drink at Mintel.

“For high-sugar products, the challenge is a complex one, with reformulations a risky business. There have been many cases of consumer backlashes against unpopular recipe changes and the use of artificial sweeteners is not a solution that sits well with all consumers.”

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