Effects of Sugar and Calorie Concerns on Beverage Consumption

This study investigates the relative importance between sugar and calorie concerns on beverage consumption. Consumers were classified into four groups depending on their concerns for sugar and/or calories. With each individual’s beverage consumption share, the estimated results from seemingly unrelated regression models showed that concern for both sugar and calories are significantly linked to beverage consumption. In addition, results showed that consumers who were concerned about both sugar and calories reduced their consumption of 100% fruit juices compared to consumers concerned for sugar only while these reduced their consumption of sugar-sweetened beverages compared to consumers concerned for calories only.