The impact of taxation and signposting on diet: an online field study with breakfast cereals and soft drinks

The impact of taxation and signposting on diet: an online field study with breakfast cereals and soft drinks  This report presents the results of a large scale study where a nationally representative sample of 1,000 participants were asked to make real purchases within an online supermarket platform. The study captured the effect of price changes, and of the signposting of such changes, for breakfast cereals and soft drinks. It found that taxation was an effective means of altering food purchasing, with a 20 per cent rate being sufficient to make a significant impact.  Centre for Health Economics

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