Parental beverage choices to inform policy on sugar-sweetened beverages: a discrete choice experiment

Abstract

This study addresses growing concerns regarding childhood obesity and cardiovascular diseases by exploring the effects of possible policy measures on the intention to choose sugar-sweetened beverages (SSBs) in Mongolia, a low-income country. Focusing on parents’ preferences for purchasing SSBs, we employed a stated preference choice experiment to analyse how various product attributes, including price, labelling, sugar content and store placement, affect parents’ purchase decisions. Price increases were the most effective intervention, with larger increases leading to a substantial reduction in purchase probability. Labelling also played a crucial role, particularly graphic warnings, which strongly deterred selection. Reducing sugar content positively influenced preferences. Also, store placement at less prominent locations (e.g., back row and bottom shelf) was associated with lower selection probability; however, these results reflect stated preferences and should be interpreted cautiously given their hypothetical nature. Additionally, estimates of willingness to pay suggest consumers are less willing to purchase SSBs with graphic warning labels and placement in the back row and bottom level. These findings highlight the importance of integrating multiple regulatory measures to effectively curb SSB consumption and mitigate associated health risks in Mongolia.