Who supports taxes on sugar-sweetened beverages? Factors associated with support for taxes and pro-tax messages in a US State

• Background: Sugar-sweetened beverage (SSB) taxes are increasingly considered in jurisdictions across the US to address the obesity epidemic.  This study examined the characteristics of supporters and opponents of a tax proposal in a Mid-Atlantic state and identified pro-SSB tax messages that resonated with the public.  

• Methods:   A survey administered by telephone was conducted in February 2013 of a representative sample of 1,000 voters to examine public opinion and beliefs regarding a potential SSB tax and seven pro-tax messages.   The primary outcome was self-reported opinion of a tax measured at two points in the survey.  Demographics, political affiliation, SSB consumption, and beliefs were explored as predictors of support through logistic regression models that were weighted to account for the sampling design. 

• Results: Findings indicate considerable support (45% to 50%) for a penny-per-ounce tax on SSBs.  Support was stronger among Democrats and non-weekly SSB consumers.  Viewing childhood obesity as a problem caused by SSBs and believing that a tax will be effective at reducing consumption were associated with support.   A belief that childhood obesity warrants a societal intervention was predictive of support for the tax and pro-tax messages.  Messages with the most agreement focused generally on the importance of reducing consumption among children without mentioning the tax. 

• Conclusions:  Understanding who supports and opposes SSB tax measures can assist advocates in developing strategies to maximize support for this intervention.  Messages that focus on the effect of consumption on children may be useful in framing the discussion around SSB tax proposals.