Reducing Over-consumption of Sugar Sweetened Beverages

LiveWell Communities Quarterly MeetingJuly 19, 2012

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What is the beverage environment at your worksite?

Free SSBs regularly availableFree SSBs offered at events or meetingsSSBs available in vendingSSBs available in other food serviceSafe drinking water is readily availablePricing differential strategiesPlacement strategiesMessaging strategies

Objectives for Today

1. Establish a common baseline understanding of SSBs and Obesity

2. Begin to determine how we address SSB over-consumption collectively

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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

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 ready-to-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 beverageSSBs 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 2007SSB 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

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Who consumes the most?

On a given day, among youth aged 2-19– 70% males – 40% females

Highest among blacksConsumption goes down as income goes up

Source: Institute of Medicine citations in Accelerating Progress to Obesity Prevention

How SSBs Became a Leading Contributor to Obesity

MarketingPortion SizePrice Product Availability

Source: KicktheCan.com, California Center for Public Health Advocacy

9Source: 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 water2. Limit access to SSBs3. Promote access to and consumption of more healthful

alternatives to SSBs4. Limit marketing of SSBs and minimize marketing’s impact

on children5. Implement differential pricing of SSBs6. Include screening and counseling regarding SSB

consumption within routine medical care7. Expand knowledge and skills of medical care providers to

conduct screening & counselingSource: The CDC Guide to Strategies for Reducing the Consumption of Sugar-Sweetened Beverages , 2010

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Rudd Center’s Policy Options

ProcurementAccess to fresh drinking waterEliminate marketing to childrenEducationHealthy DefaultsPortion ControlSales/PromotionsTaxes or permitsZoning

Source: Yale Rudd Center for Food Policy and Obesity

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Boston Public Health’s ToolkitUse Media to promote healthy drinks and tap water; restrict sugar-sweetened 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 ReportLWC Community-Based Social Marketing pilotLW Community Panel – Colorado Springs – Mina Liebert – Fort Collins – Virginia Clark– Prowers County – Susan Portner

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Table Talk

Everyone shares1. 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?