Reducing Over-consumption of
Sugar Sweetened Beverages
LiveWell Communities Quarterly Meeting
July 19, 2012
What is the beverage environment at
your worksite?
Free SSBs regularly available
Free SSBs offered at events or meetings
SSBs available in vending
SSBs available in other food service
Safe drinking water is readily available
Pricing differential strategies
Placement strategies
Messaging strategies
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Objectives for Today
1. Establish a common baseline understanding
of SSBs and Obesity
2. Begin to determine how we address SSB
over-consumption collectively
Agenda
Overview of SSB and Obesity
– Definitions, data, goals
– Recommended strategies
Table Talk: discuss current and potential policy
and environmental interventions
Group Discussion: develop a menu and discuss
how to move forward
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Definition
Sugar-sweetened beverage include all
beverages containing added caloric
sweeteners, including, but not limited to,
sugar- or otherwise calorically sweetened
regular sodas, less than 100 percent fruit
drinks, energy drinks, sports drinks, and readyto-drink teas and coffees.
Source: Institute of Medicine
SSBs and the Obesity Epidemic
SSB’s link to obesity is stronger than that of any
other food or beverage
SSBs are the single largest contributor of calories
and added-sugar in the American diet
SSBs account for at least 20% of weight increase
in US from 1997 to 2007
SSB consumption is poorly compensated for by
reduced intake from other sources
Habitual nature of consumption of SSBs suggests
persistence into adulthood
Source: Institute of Medicine citations in Accelerating Progress to Obesity Prevention
Who consumes the most?
On a given day, among youth aged 2-19
– 70% males
– 40% females
Highest among blacks
Consumption goes down as income goes up
Source: Institute of Medicine citations in Accelerating Progress to Obesity Prevention
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How SSBs Became a Leading
Contributor to Obesity
Marketing
Portion Size
Price
Product Availability
Source: KicktheCan.com, California Center for Public Health Advocacy
Source: Todd Putman, The Future Pull Group
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Our Goal
Reduce over-consumption of sugar-sweetened
beverages in the places we live work, learn
and play by ensuring that healthy beverage
options are the routine, easy choice
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IOM Strategy 2-1
Adopt policies and implement practices to
reduce over-consumption of sugar-sweetened
beverages
– Access to SSBs in public places and schools
– Access to water
– Pricing strategies and fiscal policies
– Social marketing campaigns
– Role of health care providers
Source: Accelerating Progress in Obesity Prevention, IOM, 2012
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CDC’s Recommended Strategies
1. Ensure ready access to potable drinking water
2. Limit access to SSBs
3. Promote access to and consumption of more
healthful alternatives to SSBs
4. Limit marketing of SSBs and minimize marketing’s
impact on children
5. Implement differential pricing of SSBs
6. Include screening and counseling regarding SSB
consumption within routine medical care
7. Expand knowledge and skills of medical care providers
to conduct screening & counseling
Source: The CDC Guide to Strategies for Reducing the Consumption of Sugar-Sweetened Beverages , 2010
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Rudd Center’s Policy Options
Procurement
Access to fresh drinking water
Eliminate marketing to children
Education
Healthy Defaults
Portion Control
Sales/Promotions
Taxes or permits
Zoning
Source: Yale Rudd Center for Food Policy and Obesity
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Boston Public Health’s Toolkit
Use Media to promote healthy drinks and tap water; restrict sugarsweetened beverage advertising and employ counter-advertising on the
health effects of sugar-sweetened beverage consumption.
Increase Access to healthy drinks and tap water; reduce the availability of
unhealthy drinks. This can be accomplished in retail venues, vending
machines, cafeterias, meetings, and more.
Use of Point of decision labeling or signage to discourage consumption of
sugar-sweetened beverages and promote healthier choices and to give
consumers nutrition information about their choices.
Use Price to discourage consumption of unhealthy drinks and to make it
easier to buy healthy drinks like seltzer and bottled water by making these
healthy choices relatively cheaper.
Use Social support/services to promote increased activity at the
workplace as part of a comprehensive plan to a healthier workplace.
Source: Boston Public Health Commission
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Colorado Highlights
CDPHE’s SSB National Trends & Policies Report
LWC Community-Based Social Marketing pilot
LW Community Panel
– Colorado Springs – Mina Liebert
– Fort Collins – Virginia Clark
– Prowers County – Susan Portner
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Table Talk
Everyone shares
1. Efforts your coalition has undertaken/plans to
undertake to reduce SSB consumption (explicit
or integrated into other strategies)
2. SSB intervention you’d like to see in your
community
Table selects 2-3 “interventions” for
consideration
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Group Discussion
Which of the interventions would you
consider pursuing in your community?
What do you need to move forward?
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